Leading digital outdoor media company QMS has released the results from its global-first research on the role human attention plays in out of home environments.
Amplified Intelligence CEO and Founder, Dr Karen Nelson-Field, topld us “The research confirms that OOH is far more than a fleeting glance – it captures real, measurable attention that translates into meaningful brand impact. This OOH data will serve as a powerful extension of our attention measurement framework, demonstrating how attention-based insights can complement traditional metrics to reveal the true impact of ads across multiple channels. In an era where capturing and holding attention is increasingly difficult, this data is key to driving stronger, more effective brand outcomes.”
The research therefore debunks the myth that OOH is a glance-only medium and showcases how brands can leverage the attention flywheel to maximise their OOH investment.
The landmark research by QMS and audience measurement company Amplified Intelligence revealed OOH ads scored an average 12 seconds of total attention.
Importantly, 90% of the QMS sites tested by Amplified Intelligence secured more than 2.5 seconds of active attention, which is the global threshold for something to be committed to long-term memory. In addition, the research found that OOH was 5.9 times more likely to deliver above the attention memory threshold than other digital channels.
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