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DOOH adds both value and recall – Signage Story

DOOH adds both value and recall

New research indicates that Digital OOH promotions increase brand recall. This research was conducted across 18 different ads both static and digital formats in different environments by Millward Brown on behalf of Kinetic. The results showed 8% increase in recall of DOOH formats.

In addition to traditional research, Kinetic worked with Affectiva at MIT Media Lab to conduct detailed research using facial coding to understand the interaction of audiences with DOOH adverts. The results revealed:

  1. DOOH delivers higher recall and increases reach
  2. DOOH is effective at reaching all demographics
  3. DOOH helps to deliver engagement with audiences, appeal and propensity to buy

The research findings from Kantar Millward Brown and Affectiva will be used by Kinetic and incorporated into future planning for brands running a multi-format OOH campaign.

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