Building on our foundational signalling work for Thinkbox, we partnered with Ocean Outdoor to measure the signalling impact of their different out of home formats. 

 

Using our established signalling methodology, we tested 8 different formats across two categories - mobile & broadband and supermarkets. Formats were a mixture of static and video in some of Ocean Outdoor's premium locations such as Piccadilly Circus, the Imax and the Arndale Centre. 

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The research found that: 

• Large format full motion OOH delivers a 50% increase in fitness signals vs. standard OOH. Iconic formats enjoy and 88% increase

• Large social signals; large format full motion OOH delivers a 23% increase in social signals vs standard OOH. Iconic formats increases these by 37%

• Premium large format full motion supersedes TV on two of the six signals tested; iconic supersedes TV on five of six signals

• For Ocean premium sites collectively (including iconic) there is a 71% uplift (vs social media) in a brand’s quality perception; a 91% increase in financial strength; and a 21% increase in confidence towards the brand (vs social media)

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Steve Bernard, Thinkbox Head of Insight stated: "The findings tell us that advertisers should consider how significantly different premium and iconic large formats are in powering positive brand effects. Consideration should be given to nuances in effectiveness – reach is very important, but attention and signal strength power brand perception and trust."

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You can read more about the research here. 

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