When using OOH, advertisers should consider narrowing creative and campaign objectives to particular locations, according to research which examines the relationship between attention and frequency, with implications for creative and format.
Ads are useless if they’re not seen. Unlike many other channels, OOH ads are ahead of the game in that they are placed in locations where they’re sure to be seen. The question then becomes how often do they need to be seen? And what is the impact of that frequency?
Key findings:
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Every frequency is important and attention uniformly increases as frequency increases.
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Each frequency drives incremental gains in terms of recall: see an ad once and there’s a 9% level of spontaneous recall; increase that to five exposures and spontaneous recall goes up to 56%.
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Small amounts of attention have an impact on upper-funnel metrics, while large amounts of attention are needed to shift lower-funnel metrics.
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