OMA: Why Everyone Benefits When We Look Up

The Outdoor Media Association (OMA) has released The Art & Science of Outdoor Media report demonstrating how Outdoor advertising can work with the human brain to create meaningful and resonant connections.

The Art & Science of Outdoor Media report was launched at a series of breakfasts, in Melbourne, Brisbane and Sydney.

The report showcases the research findings of the Out of Home (OOH) industry’s branding campaign – Look Up, which first appeared on signs nationwide earlier this year.

The Look Up campaign is built on the research of world-renowned neural and systems complexity specialist Dr Fiona Kerr, which shows that the simple act of ‘looking up’ can have life-changing benefits for the brain and encourages connection with the world around us and each other.

Kerr’s research also suggests that these connections help with long-term memory encoding, particularly if there is an emotional hook.

OMA CEO Charmaine Moldrich said: “The Look Up breakfast events were the pointy end of this campaign, bringing Dr Kerr’s research full circle to media agencies, creative agencies, and advertisers.

“The report details some of what happens in the brain to cause OOH to be remembered, spark conversations, inspire curiosity, and even change behaviour. When you Look Up you see lots of things, including signs, brands, and information relevant for your daily life.

“Kerr’s findings help us understand how the brain takes in these messages, and what happens next.

“As well as being a timely and important message that the canvas of Outdoor media can amplify, the Look Up campaign also demonstrated the power of digital and multi-format executions to make the best use of context. We matched the creative to the environment which only increased its impact, and helped ensure recall,” Moldrich said.

The breakfasts concluded in Sydney today, which B&T attended, and featured Kerr as the keynote speaker and a panel of market-specific media experts, moderated by veteran journalist Stephen Brook, who discussed the implications of her findings to Outdoor advertising.

Participating panellists included Peter Horgan, CEO of Omnicom Media Group and Brent Smart, CMO of IAG. The panel was also joined by Peter Pynta, CEO APAC of neuromarketing and neuroanalytics company Neuro-Insight.

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