A landmark study, ‘The Attention Dividend’, reveals premium large format Digital Out of Home (DOOH) attracts five times more attention than online digital formats.
Released today by Ocean Outdoor, the UK’s leading premium DOOH media owner, in partnership with Lumen Research, the media attention measurement leader, the findings strongly support new conversations around media strategy.
While the study confirms the impact of premium large format DOOH, its true value emerges when combined with previous Lumen and Ebiquity research linking attention to long-term brand profitability. Taken together, the findings position premium large format DOOH not only as a high-performing format, but a strategic lever for sustainable brand growth.
Ocean Outdoor UK CEO Phil Hall said: “This study clearly demonstrates that premium large format DOOH can be a powerful driver of long-term profitability. By delivering sustained and high-quality attention, it helps brands achieve greater returns on investment over the long term through stronger mental availability and brand impact.
“The immersive nature of formats like full motion video and 3D creative significantly boosts brand consideration and desire – outpacing online formats and rivalling digital video platforms. Premium DOOH isn’t just brand-safe – it’s a broadcast-quality channel that delivers measurable results for both brand-building and bottom-line growth.”
Lumen Research CEO, Mike Follett, said: “At Lumen, we have seen thousands of times how the size and placement of an ad, coupled with the creative, are powerful ingredients in delivering consumer attention. These premium large format DOOH screens from Ocean combine high footfall traffic with video creative, that deliver 5x more attention than digital channels.”
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