Toronto, ON – A new neuroscience study from Allvision, in partnership with Brainsights, provides the strongest evidence to date that Digital Out-of-Home (DOOH) not only captures attention but amplifies the effectiveness of other media channels across the consumer journey.
Up to 50% increase in emotional connection and 61% increase in memory encoding when OOH follows other channels.s
The study, “Proving the Value of Digital OOH Through Neuroscience,” analyzed more than 1.7 billion brain data points collected during real-world commuter experiences, establishing one of the most robust evidence bases ever developed for the Out-of-Home industry.
Moving Beyond Impressions to Measurable Impact
Long measured by “Opportunity to See,” OOH has lacked a consistent way to validate true audience engagement. This study introduces the Seen/Impact (SI) Score—a neuroscience-based framework that quantifies not just whether media is visible, but whether it drives attention, emotional connection, and memory.
The result: a clear shift from impressions served → impressions seen → impressions made.
DOOH Outperforms and Amplifies
Findings confirm that DOOH significantly outperforms static formats across all key cognitive metrics, delivering stronger attention, deeper emotional resonance, and higher memory encoding—key drivers of brand effectiveness.
Crucially, the study also demonstrates DOOH’s role as a multiplier within the media ecosystem:
- Up to 8% lift in attention for video and audio when preceded by DOOH
- Up to 50% increase in connection and 61% increase in memory encoding when OOH follows other channels
This confirms that DOOH doesn’t just add reach—it enhances performance across the entire media plan.
A Turning Point for the Industry
As marketers demand greater accountability and performance, this research provides a clear path forward—grounding OOH in scientific, impact-based measurement.
For the industry, the implications are significant:
- A more credible, data-backed case for investment
- A shift toward quality and impact over volume
- Increased competitiveness within the broader media mix
Unlocking the Next Phase of DOOH Growth
By proving that OOH drives measurable cognitive and behavioral outcomes, the study positions DOOH as a core driver of full-funnel performance—not just awareness.
“This study marks a pivotal shift for our industry,” said Christopher Bentler, President of Allvision. “For the first time, we can move beyond proxies like impressions and demonstrate—scientifically—how Out-of-Home is actually experienced by people. What this unlocks is far bigger than measurement; it gives marketers the confidence to invest in OOH not just for presence, but for proven impact across the entire media ecosystem.”
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