In a media world saturated with noise, brands are chasing what truly drives value – attention. A landmark study released by Ocean Outdoor and Lumen Research, confirms what many media professionals have long suspected – premium large format Digital Out of Home (DOOH) is not just a bold canvas. It’s a strategic performance channel that commands attention and drives business results.
Premium large format DOOH captures 5.1x more attention than digital formats – and holds it significantly longer:
- 2x longer than online display
- 5x longer than social content
- 6x longer than online video
Attention That Converts
What makes DOOH truly compelling is the clear link between attention and brand outcomes. When paired with previous Lumen and Ebiquity research, the study found:
- 2.5x higher brand recall than online video
- 2.5x more brand choice when using video vs. static DOOH
- 3D DeepScreen formats deliver 32% lift in brand desirability
Strategic Planning Takeaways
The study offers clear, actionable recommendations for brands seeking to maximise attention and efficiency in today’s fragmented media landscape:
- Combine premium large format DOOH with standard OOH to amplify reach while preserving attention.
- Add DOOH video to omnichannel video strategies to reinforce messaging with brand-safe, high-attention inventory.
Why Attention Still Matters
In Ocean’s survey, 75% of senior marketing leaders named ‘capturing attention’ as today’s biggest challenge – especially in a saturated digital environment.
“There’s so much noise. Finding ways to cut through – without becoming intrusive – is the biggest challenge we have.”– Media Manager, Telecoms, UK
Premium DOOH offers a brand-safe, high-visibility format designed to meet this challenge – delivering real attention, not just impressions.
Source: Ocean Outdoor
