Strength of the emotional response in Out-of-Home

Did you know there are around 86 billion neurons in the human brain? That’s more connections than stars in the universe. Out-of-home can build brands, increase impact and drive effectiveness, but out-of-home advertising also has the power of our unconscious mind; the brain processes out-of-home data whether we are consciously viewing it or not.

By measuring the peak moments of emotional intensity in the brain, neuroscience findings show that out-of-home advertising is just as impactful as a 15-second television commercial and a 30-second radio advertisement. The study provides evidence that advertising seen on out-of-home signs have the power to deliver impact in just a two second glance.

Aside from the fact that out-of-home is one of the most trusted advertising mediums, with 77% of consumers believe that ads on out-of-home make a brand more desirable, its ability to create familiarity in the minds of consumers and trigger an emotional reaction sets it apart.

Mental availability is the cornerstone of advertising effectiveness, and memory encoding is strongly associated with emotion, hence why emotion is a common feature of many effective and profitable advertising campaigns.

As consumers are innately curious when we are outdoors. Recent biometric research proves that consumers are two times more alert when they are outside their home. The power of emotion, when combined with out-of-home advertising, increases our ability to remember a message at a glance. When consumers look up and out, our brains consider more and look further. So, not only do consumers see the brands, but they also actively engage with them. Many brands are realising the importance and are focusing on the emotional element of their advertising campaign in order to elicit an emotional response from consumers to create conversations.

Out-of-home advertising offers a consistent message for an established duration ultimately leading to a greater share of time. It has a strong community connection, being part of the everyday lives of people’s towns and cities, making brands more familiar, driving an emotional connection with consumers in their local community.

How can CVO help? Engaged consumers are likely to act. By investing into our network, we can ensure your brand that a consumer will always be engaged.