{"id":489000,"date":"2025-09-02T10:24:12","date_gmt":"2025-09-02T10:24:12","guid":{"rendered":"https:\/\/oceanoutdoor.com\/?page_id=489000"},"modified":"2025-11-12T19:20:05","modified_gmt":"2025-11-12T19:20:05","slug":"the-attention-dividend","status":"publish","type":"page","link":"https:\/\/oceanoutdoor.com\/the-attention-dividend\/","title":{"rendered":"The Attention Dividend"},"content":{"rendered":"\n
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RESEARCH & INSIGHT <\/span>The Attention Dividend<\/span><\/h1>\n

How large format Digital Out of Home outshines online video to redefine media planning<\/span><\/strong><\/p>\n\n <\/div>\n <\/div>\n

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Not all Attention is equal<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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Released on 11th June 2025, our research The Attention Dividend<\/em> highlights premium DOOH as a high-performing, brand-safe channel that drives both attention and long-term profitability for marketers.<\/p>\n\n\n\n

Attention is the foundational part of any successful advertising campaign. It is key to understanding the effectiveness of advertising, but it\u2019s in harder and harder supply with so many things competing for our attention. We believe that large format Premium DOOH is the most effective way to balance the need for attention, without being intrusive or unwelcome.<\/p>\n\n\n\n

Why does attention matter? <\/strong><\/p>\n\n\n\n

As marketers wrestle with capturing audience attention \u2013 a concern 75% of senior marketing leaders identified in another one of our studies \u2013 \u2018The Attention Dividend\u2019 moves the discussion forward.<\/em><\/p>\n<\/div>\n<\/div>\n\n<\/div>\n<\/section>\n\n\n\n\n

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The Attention Dividend<\/h2>\n\n\n\n

The study identifies three distinct payoffs for brands using premium large format DOOH:<\/p>\n\n\n

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DOOH drives long term profitability<\/h3>\n<\/div>\n\n\n\n
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2.
DOOH boosts brand recall\u00a0<\/h3>\n<\/div>\n\n\n\n
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3.
DOOH increases customer desire to choose the brand\u00a0<\/h3>\n\n\n\n

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Findings<\/h2>\n\n\n\n

Premium large format DOOH…<\/strong><\/p>\n\n\n

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Delivers 3.9 seconds of average view time, 3x greater than standard OOH<\/strong>.<\/p>\n\n\n

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Delivers 5x greater attention levels<\/strong> than digital online formats.<\/p>\n\n\n

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With full motion delivers 2.5x greater brand choice<\/strong> than static large format DOOH.<\/p>\n\n\n

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With Deepscreen 3D delivers 3x greater brand choice<\/strong> than static large format DOOH.<\/p>\n\n\n

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Actions<\/h2>\n\n\n\n

Actionable evidence about DOOH’s marketing effectiveness:<\/p>\n\n\n\n