How the public screen strengthens the private screen: Why cross-media works

Source: WARC Exclusive, July 2023

The WARC Cross Media Effect article was co-authored with Neuro Insight, and shares learnings from JCDecaux NZ's Neuro Digital Priming Study

As private and public screen consumption grows, it is crucial for brands to understand how to create and execute effective cross-media campaigns to drive impact and retain memorability in consumers’ minds.

The study JCDecaux commissioned Neuro Insights to undertake was conducted in Auckland in August 2021 and designed to understand better, from the consumer perspective, how these two media channels interact and explored how cross-media campaigns can work to strengthen memory and emotion. Specifically, it investigated the impact of large-format Out of Home priming on mobile advertising, providing key takeaways for marketers.

Read the complete article here