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.”
Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.
Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]