All it takes is a glance

The adage 'the medium is the message' asserts that the formats we use significantly impact the messages we share. So how does the Outdoor format impact the human brain and contribute to overall advertising effectiveness?

The Neuro Impact of Out of Home study, conducted by Neuro-Insight for the OMA, uses neuroscience to show the impact of Outdoor advertising on the subconscious. By measuring peaks in memory and emotion, we can prove that advertising on both classic and digital Out of Home signs can be effective in just one to two seconds. What's more, the impact of both classic and digital signs is comparable to the impact range of a 15s television advertisement or 30s radio spot.