What you need to know:

• QMS' latest study has revealed the beneficial effects dynamic creative can have on outdoor campaigns.
• It showed creative that evolves throughout the day delivers a 38% higher impact than that of static creative in the first week.
• Now it just needs brands and agencies to fully harness DOOH's dynamic capabilities. 

In its latest neuroscience study, digital outdoor player QMS revealed the relative impact of different Out of Home (OOH) creative approaches and their overall effectiveness for brands.

Looking closely at how the human brain responds to a piece of creative advertising each day in an outdoor environment, the study showed creative that evolves throughout the day delivers a 38 per cent higher impact than that of static creative by day five. 

Spanning 30 creatives across 15 categories, one of the strongest performing campaigns in the study used digital OOH (DOOH) with a simple creative change that displayed the day of the week matched with the live temperature at the time, to deliver an 18 per cent stronger result than the average DOOH campaign.

QMS Chief Strategy Officer, Christian Zavecz said both media owners and advertisers need to better understand the additional value DOOH can bring and how dynamic properties can be used to drive greater campaign efficacy.

“DOOH in Australia already represents 61 per cent of the industry, however, the uptake of creative capabilities amongst clients is still quite low," Zavecz said.

“Now, for the first time, we can quantify what we have always intuitively thought about the medium. Incorporating the strategic use of creative evolution into a brand’s campaign is now proven to increase its effectiveness."

In addition, the research also revealed that whilst static creative works well at providing brands with continuity or branding objectives, evolving the creative message enables brands to more effectively communicate new information and therefore add more layers to a campaign.

The study was done in partnership with Neuro-Insight.