OOH ads are 5.9 times more likely than other digital channels to deliver above the global threshold for something to be committed to long-term memory, according to research by QMS and audience measurement company Amplified Intelligence.
The research also found that out-of-home (OOH) ads score an average of 12 seconds of total attention.
The initial phase of the research included 11 different advertiser categories on 12 large and small format sites in Melbourne, Brisbane and the Gold Coast, and captured a sample size of 1.23 million – the single largest sample collected by Amplified Intelligence globally.
QMS chief strategy officer, Christian Zavecz, said this research is at the forefront of global campaign innovation and is a significant step forward in understanding how people engage with OOH and the various dimensions that need to be considered for OOH planning and buying in this new era.
“Traditional metrics like reach and opportunity-to-see still have a role to play in measuring OOH, but they are not enough," he said.
"It’s time to pay attention to modern media metrics that will shape the future of OOH and omnichannel marketing and drive greater campaign effectiveness."
Amplified Intelligence CEO and Founder, Karen Nelson-Field, said the research confirms that OOH is far more than a fleeting glance – it captures real, measurable attention that translates into meaningful brand impact.
"This OOH data will serve as a powerful extension of our attention measurement framework, demonstrating how attention-based insights can complement traditional metrics to reveal the true impact of ads across multiple channels," she said.
"In an era where capturing and holding attention is increasingly difficult, this data is key to driving stronger, more effective brand outcomes.”
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