D/OOH Research & Studies

The 26th edition shares an assortment of research and studies on Digital Out Of Home.

Sightline The DOOH Difference Report 2022

Global Digital Out Of Home study

The study was commissioned by GroupM's Kinetic and Xaxis and performed by Kantar.

Conducted by research specialist Kantar on behalf of Sightline, the advanced DOOH solution owned by media investment company GroupM, the study surveyed the views of 11,000 people in 11 major global markets on a variety of different advertising channels, including DOOH, to assess how this fast-growing form of advertising is perceived compared with other on and offline formats. Among its findings were that DOOH campaigns look to be powerful drivers of direct action by consumers; half of respondents who had seen DOOH ads said they encourage them to make a purchase ‘there and then’ and two-thirds said they had encouraged them to search for more information online.

Influence of large format full motion DOOH on campaign effectiveness

Study by Ocean Outdoor Sweden in partnership with research institute Demoskop

Released 2023

In Q2 2023 Ocean Outdoor Sweden commissioned research institute Demoskop to look at potential campaign effectiveness increase when brands use ?????????? ???????????? ?????????????? ?????? ???? ???????? in their DOOH mix.

This was a small study but yet presented some really interesting results.

??Based on 3,000 interviews in total, the study was intended to get a 'a first feel' and it presented some interesting data on the effectiveness benefit of large format DOOH.

??It comprised the Fusion Network which is the company's largest DOOH network in Sweden, featuring both small and large format full motion digital locations predominantly located in the shopping mall environment.

??Shopping malls with only small format locations were compared with those also combining impact DOOH locations with small format locations.

OAAA Harris Poll

Study released April 30, 2024

Earlier this year The OAAA commissioned The Harris Poll released compelling findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising, showcasing its unparalleled ability to engage consumers. The study found a staggering 73% of consumers view DOOH ads favorably. Most notably, consumers ranked DOOH as the medium that would most drive them to take action, as 76% of recent DOOH ad viewers noted they had taken action because of a DOOH ad.

Ocean Outdoor DeepScreen??Research

This was an independent research study carried out by Opinium on behalf of Ocean Outdoor comprising 4,000 interviews.

Released October 2023

According to the study it establishes:

• How digital out of home (DOOH) is the media choice for brands wanting to target younger audiences through advertising content.
• Demonstrates how DOOH is one of the very few channels that establishes emotional engagement with 16 to 34-year-olds.
• Reveals how younger audiences are willing to see and share innovative 3D DOOH content on their social channels, demonstrating how DeepScreen? activations are a key pillar in driving a brand’s social amplification.

According to the study

?? 3D DeepScreen? saw claimed attention rise to 55%.

?? This figure increased even further to 64% amongst 18 to 34-year-olds.

?? Respectively these represent 15% and 10% increases in attention between 2D full-motion and 3D DeepScreen?, emphasising how 3D DOOH content can enable advertisers to win the battle for attention.

?? 3D DeepScreen? also enjoyed a 17% increase in creative appeal versus 2D full motion.

?? And there was a 33% increase in 3D DOOH content being described as “innovative”.