The influence of DOOH in amplifying social media campaigns

New research by Ocean UK demonstrates a step change in the evolution of DOOH - showing how socially amplified DOOH content delivers an uplift in brand approach and engagement

Exclusive neuroscience research released by Ocean establishes how premium digital out of home (DOOH) primes and optimises social media campaigns, elevating brand relevance, likeability and authenticity.

Building on a decade of work with Neuro-Insight, Ocean’s fifth neuroscience study uses brain imaging to demonstrate how premium DOOH is a vital ingredient in helping brands extract better value from their social media content.

To test the hypothesis that premium DOOH and social media channels are congruent and innately aligned, Ocean analysed brain responses to different forms of social media posts which had been shared across Tik Tok and Instagram.

From the resulting responses, Neuro-Insight concluded that:

• Ten years after Ocean’s first neuroscience study, despite the rapidly evolving media landscape, the priming effect of premium DOOH has not changed, but is in fact reaffirmed.

• DOOH primes social media content positively. People are drawn further to brands on social media when they have seen the brand campaign on DOOH first, delivering a tangible priming impact from the DOOH in terms of brand approach (+87% in London), emotional response (+5% in Manchester) and dwell time (+1.3x in Manchester).

• Viewing the same piece of premium DOOH content on a physical screen first and then seeing that DOOH screen amplified socially strengthens brand perception and elevates attention levels. The London cohort recorded a 28% uplift in approach and a 13% increase in engagement when compared to a non-DOOH primed brand post.

• Socially amplified DOOH content shared by brands strengthens brand familiarity and relevance and celebrity influencers strengthen excitement and authenticity.

• Those shown the socially amplified DOOH content, but not the physical execution, registered a 21% increase in approach and a 3% increase in emotional intensity (Manchester), compared to a 79% increase in approach in London and a 5% increase in emotional intensity.

Ocean Outdoor UK CEO Phil Hall said the study demonstrates a step change in the evolution of DOOH.

“Put simply, if a brand has a social media strategy on the plan then it needs to build in DOOH to make it better and more effective,” he said.

“Neuroscience has previously established the priming effect of premium DOOH on mobile devices. Now we can demonstrate what happens when out of home transcends the physical screen and becomes the content for brands’ social media campaigns.

“Using DOOH content across social media unlocks significant value, delivering well beyond the priming effect of physical DOOH alone. For advertisers these are serious benefits, proving DOOH is a vital ingredient when used to make big statements and mark important moments which by their very nature are incredibly shareable.”

More details on this, and the previous four Ocean Neuroscience study’s can be found here