Large-format outdoor digital advertising provokes a greater emotional reaction in people

Outdoor media advertising agency Ocean Outdoor and Neuro Insight, neuromarketing company, have carried out a study to know the reactions of outdoor digital advertising in people's subconscious.

Ocean Outdoor, advertising media company specializing in large format outdoor digital displays, y Neuro Insight, Australian neuromarketing company, have released the results of the emotional reaction study of 115 people before 24 different outdoor digital advertising screens.

The study was based on Steady State Topography technology (steady state topography) by Neuro Insight, whose procedure consists of the person putting on a helmet with a visor, in which your stimulus and neural reactions to different digital advertising screens will be shown, and will collect the information via electrodes located on the helmet.

The main conclusion of the neural responses collected in the sample is that large outdoor digital media provoke a greater emotional reaction, since they are retained for a longer time in the subconscious, which affects decision making when making purchases.

The concepts that Neuro Insight technology measures and analyzes in this study are attention (concentration and mental effort of the individual); memory, that is to say, with what impact the stimuli are registered in it; and the person's involvement in the experience and its emotion.

This patented technology allows us to measure changes in brain activity second by second and analyze how the brain responds to digital communications and how it affects them both emotionally and rationally..

The study indicates that digital screens located outdoors generate stronger emotions and are better encoded in memory; people enjoy their vision more, where the emotional impact and the surprise factor set the tone, which results in advertisers achieving better results.

Besides, The data from the sample studied reflect that the greatest emotions and activity when viewing this type of large-format digital screens outdoors are collected in the right hemisphere of the brain and that it responds to changes in the environment with a positive and creative effect..

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