B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • Foxtel
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Consumers Are 2.5 Times More Alert Out Of Home: OMA Research
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Consumers Are 2.5 Times More Alert Out Of Home: OMA Research
Advertising

Consumers Are 2.5 Times More Alert Out Of Home: OMA Research

Staff Writers
Published on: 15th August 2016 at 10:48 AM
Staff Writers
Share
3 Min Read
SHARE

The Outdoor Media Association (OMA) has announced the findings from a new state-of-the-art biometric research study into understanding consumers inside and out of the home.

The findings reveal that when consumers are out of home they are two times more alert and likely to act on messages than compared to inside the home. The research also showed that consumers are 2.5 times more alert out of home compared to screen time at home.

Liz Farquharson, director of Hoop Group, the OMA’s research partner in the study said, “Higher rates of arousal when out of home work to prime the mind, making it more alert and ready for receiving and taking action on ad messages.”

She went on to say, “It was very important that we could measure peoples’ mind states within their natural environments. Therefore, we utilised the newest biometric wearable technology to capture innate responses inside and outside the home.”

The study was conducted used leading edge technology wearables. GSR (Galvanic Skin Response) devices were attached to the hands of participants who were also fitted with eye tracking glasses to monitor what they were looking at.

Hoop Group partnered with leading neuroscientist and Honorary Fellow at the University of Melbourne, Dr Phil Harris, to analyse the findings. Dr Harris. said: “What’s significant about this research is that it captured people in their natural environments, giving an accurate read on their levels of arousal.

“The research shows we are more aroused when we’re out of home. We’re wired to scan the environment for events that can impact on us or things that are linked to our goals. There’s more to react to, therefore we’re more likely to act. It’s a primal thing – survive and thrive.

“This is important news for marketers as we know arousal drives attention and memory encoding, both of which are key factors that underpin advertising message impact.”

Charmaine Moldrich, OMA CEO, commented, “We already know that Out-of-Home is a very powerful channel for reach, proximity, flexibility and interactivity, and now we know that the Out-of-Home environment has an inherent ‘kick’ over media consumed indoors: An audience that is twice as switched on and likely to act on ad messages.”

The trade campaign utilising this research entitled The Primal Advantage launches Monday, 15 August, 2016.

OMA0001_baboon_eDM_614x430_v02 OMA0001_jaguar_eDM_614x430_v02

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Multi-platform, Multi-Screen TV Summit, theFarm
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Patrick Rowe, Mandie Van Der Merwe, Avish Gordhan.
Agency Scorecard: Saatchi & Saatchi
15/07/2025
SCA Chief Content Officer Dave Cameron To Depart After 30 Years
15/07/2025
Harley-Davidson Rallies Riders For Inaugural ‘United We Ride’ Fundraiser Via The Salvation Army
15/07/2025
Agency Scorecard: Nunn Media
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?