Enjoying Mumbrella? Sign up for our free daily newsletter.<\/a><\/p>\nAnalysing over 400 hours of footage across 9 days, 200 plus campaigns, and over 12,000 real-time biometric ad views from 300 participants, the research provides the most comprehensive study of human attention and of how consumers naturally move through and interact with outdoor assets and environments.<\/p>\n
The landmark study reveals DOOH\u2019s commercial superpower of driving a powerful dual effect that simultaneously triggers immediate, short-term sales uplift while compounding long-term brand memory.<\/p>\n
Where traditional digital channels require a 2.5-second active attention exposure threshold to register an impact, the DOOH advantage triggers positive outcomes by delivering measurable brand equity and sales response at around just 1.0 active second.<\/p>\n
This rapid payoff is supported by DOOH\u2019s substantial attention footprint, averaging 24.2 seconds across City of Sydney assets and 13.9 seconds across Large Format roadside billboards. Here, time-in-view demonstrated that it creates the opportunity to engage, with passive attention working for active attention rather than against it.<\/p>\n
The research also underscores creative effectiveness as the ultimate performance multiplier, proving that while good creative earns attention, strong, distinctive branding is what ultimately banks the equity. By mapping how attention behaves across pedestrian and driving routes, the study gives advertisers a clear blueprint of how to optimise site mix, flighting, and creative execution for maximum ROI.<\/p>\n
Amplified Founder and CEO, Professor Karen Nelson-Field, said the findings are significant and reinforce how DOOH has evolved to be an essential, high-efficiency anchor in modern media plans.<\/p>\n
\u201cWhat stands out in this study is the efficiency of DOOH. In many digital environments, we typically look for around 2.5 seconds of active attention to begin seeing an effect, particularly for memory. Here, DOOH begins to deliver measurable brand and sales outcomes at around one active second. That doesn\u2019t mean attention is easy to earn, but it does show that in the right environment, even a short active glance can do valuable commercial work.<\/p>\n
\u201cThe study also reinforces that media and creative cannot be separated. DOOH creates the opportunity for attention, but visible distinctiveness is what banks that attention into brand equity. Good creative earns the glance; strong branding ensures the brand gets the credit.<\/p>\n
\u201cFor advertisers, the implication is clear: the strongest outcomes come when site selection, time-in-view and distinctive creative are planned together.\u201d<\/p>\n
QMS Chief Strategy Officer, Christian Zavecz, said expanding the study was the natural next step to give advertisers a complete, real world understanding of how Digital OOH delivers impact across different physical environments.<\/p>\n
\u201cWhat we\u2019ve uncovered is that DOOH operates on a completely different attention model. You don\u2019t need 3 to 5 seconds of viewing, instead with DOOH all that is needed is just one active second on a high-impact DOOH screen and brands can deliver both immediate action and create long-term brand equity which is crucial for marketers to build great brands.\u201d<\/p>\n
\u201cQMS is proud to continue leading the global conversation around attention in OOH and its subsequent media accountability. Our inaugural Attention study established that the channel commands powerful attention, but our latest findings provide granular, real-world detail across both driving and pedestrian journeys to prove DOOH\u2019s true superpower and its ability to play a major part in omnichannel campaign solutions.\u201d<\/p>\n
OMD Chief Planning Officer, Thad King, welcomed the second phase of research, noting its practical value for agency planners and strategists looking to optimise campaign effectiveness.<\/p>\n
\u201cThe value of this research isn\u2019t simply proving that attention matters. It\u2019s helping us understand what kind of attention thresholds drive different outcomes across different environments, which is a meaningful shift for planners. Understanding how active and passive attention work together gives us a stronger foundation for designing more effective media experiences.<\/p>\n
\u201cQMS\u2019 continued investment in this research moves attention beyond a standalone metric and into a practical planning tool, providing valuable evidence on how creative, context and channel design work together to build memory, create relevance, influence behaviour and improve campaign effectiveness.<\/p>\n
\u201cUltimately, it helps planners make better decisions about format mix, flighting and creative deployment to drive stronger business outcomes for clients.<\/p>\n","protected":false},"excerpt":{"rendered":"Australian media company QMS has launched a new study which it says demonstrates that digital out of home…\n","protected":false},"author":2,"featured_media":853339,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[423654,64,63,423655,423656,60671,105,423657],"class_list":["post-853338","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-amplified","tag-au","tag-australia","tag-christian-zavecz","tag-karen-nelson-field","tag-qms","tag-technology","tag-thad-king"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/853338","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=853338"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/853338\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/853339"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=853338"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=853338"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=853338"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}