Neuroscience
Gjennom årene har Ocean i samarbeid med Neuro-Insight gjennomført en rekke undersøkelser og studier om hjernen, hvordan den tolker sanseinntrykk, reklamebudskap og hvordan den lagrer informasjon.
Ved kontinuerlig å utføre denne typen forskning har vi både verifisert og kvantifisert våre data og resultater.
Gjennom årene har vi oppdaget mange interessante fenomener om hvordan Out Of Home-mediet står opp som en reklamekanal.
Vi kaller denne studien Neuroscience og på denne siden kan du få tilgang til all data, informasjon og resultater fra disse 5 studiene.
Ettersom all forskning er på engelsk, har vi valgt å også dele all informasjonen nedenfor på engelsk for ikke å feiltolke noe.
Part 1: The Science Behind the Art of Outdoor
Exploring the true impact of iconic OOH
Traditional research methods are based on rational responses, the very nature of a question leads to consideration which is a left brain function.
Ocean’s super premium, iconic locations have always found their way onto a media schedule based on gut feel and experience around the subliminal impact of these iconic structures, The Art of Outdoor. Ocean’s Neuroscience project has helped to put genuine and recognised scientific practice in order to prove the subliminal and emotional value of Super premium out of home to a brand. This was achieved through a unique neuroscience study which examined the right side of the brain, the part of the brain where the global brand picture is built and stored.
Read more about the study here: The Science behind the Art of Outdoor
Download the research paper here: Research Paper
Part 2: Beyond Out Of Home
How DOOH can reach beyond the OOH market and into the wider media landscape
Neuroscience shows how DOOH can reach beyond the Out of Home market and into the wider media landscape.
Launched at BAFTA, Friday 27th March 2015.
Read about the launch event and see video here: Beyond Out Of Home
Download the research paper here: Research paper
Part 3: Appropriation & Amplification
A neuroscience view of full motion in Digital Out Of Home
Neuroscience shows how full motion DOOH delivers an experience that appropriates the traditional brand-building role of television and which can amplify the impact of online advertising.
Building on our previous neuroscience studies, we hypothesised that full motion DOOH would play a similar role to television in helping to build brand equity and create strong emotional associations for advertising brands and that, as part of a linked campaign, it could prime the brain to respond more strongly to brand communication in an online environment.
Read more about the research here: Appropriation-amplification
Part 4: Refining Human Engagement
The fourth wave of Ocean’s Neuroscience research program analysed brain response to four different forms of interactive content which combined full motion with additional DOOH functionality including wi-fi, live streaming, augmented reality and social media interaction.
The focus was on three key brain response metrics which, in combination, have been shown to correlate strongly with real world effectiveness:
- Peaks in emotional response
- How positive that emotional response was
- The number of brand impacts encoded into memory
Read more about the study here: Refining Human Engagement
Part 5: Digital Out Of Home: The Vital Ingredient
After a decade of Neuroscience research commissioned by Ocean, to underpin the swiftly evolving and consistently impressive media platform that is digital out of home, this year we have quantified a significant step change for the medium and where, yet again, it has essential value for brands.
This latest wave of research uses Neuroscience to quantify the vital role of digital out of home in optimising the use of social media. Using socially amplified digital out of home changes how your brand is perceived, and the value of its role in the media landscape.
Read more about the research here: DOOH: The Vital Ingredient
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