Toronto, ON January 15, 2026 Allvision, Canada’s leading large-format digital out-of-home (DOOH) media company, in partnership with neuroscience research firm Brainsights, is proud to announce that their groundbreaking research initiative has been shortlisted for the 2026 Adwanted Media Research Awards. The recognition places Allvision among a select group of global finalists acknowledged for advancing the future of media measurement and effectiveness.
The Adwanted Media Research Awards celebrate the most innovative, rigorous, and impactful research projects shaping how media is planned, valued, and understood worldwide. Being shortlisted signals not only methodological excellence, but real-world relevance for advertisers, agencies, and media owners navigating an increasingly complex omnichannel landscape.
Allvision’s shortlisted project, developed in collaboration with Brainsights, reimagines how out-of-home advertising performance is measured by applying neuroscience to real-world DOOH environments. The study, titled “Reimagining Out-of-Home: Proving the Value of Digital OOH Through Neuroscience,” introduces the Seen/Impact (S/I) Score a new framework that moves beyond traditional reach-based metrics to quantify genuine human attention, emotional engagement, and memory encoding.
Conducted across more than 220 out-of-home assets throughout the Greater Toronto Area, the research analyzed over 1.7 billion brain data points using EEG brainwave analysis and eye-tracking during live drive-alongs and in-lab omni-channel exposure. The findings demonstrate that digital OOH consistently outperforms static formats across key neuroscience indicators including Attention, Connection, Encoding, and Immersion.
Importantly, the research also confirms DOOH’s role as a powerful amplifier within the broader media ecosystem, increasing attention to subsequent video and audio advertising by up to 30%, emotional connection by 50%, and memory encoding by 61%. These insights reinforce OOH’s value not only as a high-impact awareness channel, but as a driver of effectiveness across integrated campaigns.
“Being shortlisted for the Adwanted Media Research Awards is a significant milestone for Allvision and for the Canadian OOH industry as a whole,” said Christopher Bentler, President, Allvision. “It validates that Canadian-led innovation can compete and lead on the global stage, and it underscores the importance of evolving how OOH is measured in a digital-first world.”
Kevin Keane, Founder & CEO of Brainsights, added: “This recognition reflects the growing importance of neuroscience in understanding how media truly works. Together with Allvision, we’ve demonstrated that DOOH doesn’t just deliver impressions, it makes impressions with meaningful cognitive and emotional impact that brands can measure and act on.”
The shortlist recognition positions Allvision’s research at the intersection of Canadian leadership and global relevance within the OOH and DOOH sectors, reinforcing the company’s role in setting new standards for accountability, transparency, and effectiveness in outdoor media. The full whitepaper detailing the findings of the research study, at length, will be published in early spring.
Winners of the 2026 Adwanted Media Research Awards will be announced later this year.
About Allvision
Allvision is Canada’s premier large-format digital out-of-home company, delivering high-impact media solutions across the country’s busiest urban corridors. With a focus on innovation, technology, and audience intelligence, Allvision transforms outdoor spaces into dynamic storytelling platforms for brands.
About Brainsights
Brainsights is a Toronto-based neuroscience research company specializing in measuring subconscious brain activity to understand how people connect with media, advertising, and storytelling. By translating brain data into actionable marketing insights, Brainsights helps brands optimize campaigns for emotional and cognitive impact.
Watch & Listen
Watch this video to see how this study challenges traditional out-of-home measurement using neuroscience to track real human attention, emotional connection, and memory, not just reach.
For Media Inquiries:
Allvision Media Relations
info@allvision.com
www.allvision.com
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