Digital outdoor media company QMS, in association with leaders in neuroscience research Neuro-Insight, have released a study that demonstrates the increase in impact generated by large format digital billboards.

In a period of rapid industry evolution where technology is redefining the digital out-of-home platform and its capabilities, the study was commissioned by QMS to better understand the quality of the impact large format digital billboards deliver.

With much of the focus being concentrated on audience movement measures, the study aimed to deliver clear insight into the relative efficacy of impact across a range of different formats.

Whilst there are many factors that contribute to the quality of digital out-of-home’s impact, phase one of QMS’ study initially sets out to address two of them; size (large vs. small) and format (digital vs. static).

The study evaluated key neuro measures of emotional intensity, engagement and long-term memory encoding to determine the overall neuro impact factor, which has been proven to drive ad effectiveness and sales.

The study proves that large format delivers 15 times greater neuro impact than small format and digital delivers 40 per cent greater neuro impact than static.

For advertisers, these results validate large-format digital as a powerful communications platform, demonstrating that it is more likely to be seen, remembered and have an impact on audience behaviour.

QMS GM of strategy, Christian Zavecz said: “We have always felt that the strength of large format billboards is not just in the broadcast audience that it delivers, but more so the tenacity of its connection and influence amongst consumers.

“This study conducted by a globally recognised partner in Neuro-Insight helps to validate this.

“The fact that digital delivers 40 per cent greater impact than static is also significant considering that it is only one of many factors that make digital billboards such a powerful medium for brands.”

Director of sales and marketing for Neuro-Insights, Peter Pynta commented: “There is a definite shift in the market – with more and more advertisers seeking to invest their media dollars in channels that out-perform on impact and effectiveness.

“This data helps to deliver on this objective. It also builds the business case for the role of media quality within the campaign mix.”