Interplay between broadcast content and DOOH drives engagement
Premium digital out-of-home (DOOH) media owner Ocean Outdoor has established the powerful interplay between advertising and content in DOOH environments using neuroscience research, in partnership with Westfielf London.
With its inventory of screens in prime, hand-picked locations with long sight lines, the study concluded that Ocean’s content solutions can deliver live streamed, dynamic content alongside relevant advertising to drive up effectiveness five times against pure ad play alone.
The study focused on Ocean’s content partner, The All England Lawn Tennis Club and the Wimbledon Championships. Working with Wimbledon’s official car partner Jaguar, Ocean brokered a deal to broadcast ads, pre-scheduled highlights and live content from the world-famous tennis event in its 12 UK digital cities and in both Westfield London and Stratford City.
The results, based on the DOOH activity at Westfield London, conclusively found the screening of dynamic live and pre-scheduled highlights content, alongside bespoke ad creative triggered a significant behavioural change in the study’s participants: in outdoor environments showing DOOH content, eye movement slowed and focused, gaze dwell time increased, cognitive load was reduced and brand engagement and affinity were boosted.
Ocean head of content and sponsorship Kevin Henry said: “This study proves that DOOH is an amplifying channel for our content partners. By offering highly engaging digital and experiential activations, out of home uniquely extends the reach of broadcast content.
“For advertisers associating with highly compelling content in a relevant out of home environment, this allows for a far closer relationship, by appealing to consumers on a personal interest level. Whether it’s through live sports events or technologically advanced DOOH activations, our screens provide brands with totally new ways to engage with their customers.”
Paul Buttigieg, director of commercial partnerships Europe, Unibail-Rodamco-Westfield, said:“We anticipate this type of engaging activations will continue to build a level of anticipation as people come to expect something original and different from both the screens and spaces when visiting our centres.”