Digital Out-of-Home advertising drives sales with less active attention

Digital Out-of-Home (DOOH) advertising is evolving from static billboards into dynamic, data-driven media. Unlike traditional outdoor advertising, DOOH utilizes electronic screens to display real-time content, such as video and interactive media, which can be updated instantly based on factors like weather, time of day, or live events.

A new study by media company QMS, conducted in partnership with attention measurement firm Amplified, highlights the commercial effectiveness of this medium. Analyzing pedestrian and vehicular traffic in the City of Sydney, the research suggests that DOOH can drive sales and brand memory with significantly less active attention than traditional digital channels. While standard digital channels often require a 2.5-second active attention threshold, the study found that DOOH triggers positive outcomes at approximately 1.0 active second.

The research, which utilized biometric data and extensive footage, noted that DOOH assets provide substantial attention footprints, averaging 24.2 seconds for street furniture and 13.9 seconds for large-format roadside billboards. The findings suggest that the medium's ability to leverage passive attention can effectively build long-term brand equity while simultaneously driving immediate sales uplift.