Agencies have long held OOH advertising to a higher standard than other media; OOH ads not only have to be viewable, they must be viewed to count as a contact. This is a rigorous standard, but a necessary one.

This joint research initiative produced by a consortium of JCDecaux, Clear Channel, APG and Exterion with the support from FEPE, judged the relative visual impact of Digital OOH (DOOH) versus static screens.

464 respondents were recruited in the summer of 2017 in the UK, France, Sweden and Switzerland and asked to view three hyper realistic 3D virtual environments (during a road trip, at a train station and at a shopping centre) containing a variety of OOH panels. Their eyes were tracked with cameras similar to the ones used on the Lumen desktop panel, with the same definition of what counts as an eye fixation.

Key findings:

• OOH is indeed a ‘short attention’ medium, but so are mobile and desktop display.
• Much can be achieved in a short amount of time. In fact, 2 seconds attention is plenty of time to deliver powerful brand messaging and build brand recall.
• DOOH viewability rates for pedestrians almost always outperform both desktop and mobile.

Download the report to learn more: https://www.jcdecaux.com/news-media/studies-documents/attention-common-currency-media-lumen-research-whitepaper