Neuroscience Proves DOOH’s Digital Influence

Do you believe digital-out-of-home exerts a clear impact on the wider digital universe but don't know how to prove it? A new study leverages neuroscience and proves for the first time how digital out of home positively influences consumer responses to other media.The pioneering research, conducted by Neuro-Insight, used brain imaging to explore the neurological impact of digital out of home on other screen and mobile devices.The results of the Beyond Out Of Home study were released at a BAFTA meeting in London before an invited audience of 100 advertising executives, media buyers and industry specialists."A previous study had demonstrated that premium outdoor sites positively primed responses to standard outdoor sites," says Heather Andrew, CEO of Neuro-Insight (U.K.), which conducted the study. […]