OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 45

Industry research
Out of Home (OOH)
gives brands a primal
advantage.
N EW BIOMET RIC R ESEA R C H
In August 2016, the OMA, in partnership
with independent research agency
Hoop Group, released the findings
of a new state-of-the-art biometric
research study* into understanding
consumers inside and out of the home.
This research showed that, as human
beings, it is in our nature to be more
alert when out of home, and revealed
two new insights for the industry to
take note of: that consumers are two
times more alert and likely to act on
messages than compared to inside the
home, and they are 2.5 times more alert
compared to screen time at home.
“What’s significant about this research is
that it captured people in their natural
environments, giving an accurate read on their
levels of arousal. The research shows we are
more aroused when we’re out of home – our
antennae are up. There’s more to react to,
therefore we’re more likely to act. We’re wired
to scan the environment for events that can
impact on us or things that are linked to our
goals. It’s a primal thing – survive and thrive.
This is important news for marketers as we
know arousal drives attention and memory
encoding, both of which are key factors that
underpin advertising message impact.”
Dr. Phil Harris
These new findings, combined with
the immediacy, flexibility, scale and
LEA DIN G CON SU MER N EU ROSCIEN T IST A N D
HON OR A RY FELLOW, U N IVER SITY OF MEL B OU RN E
impact that OOH already offers is
a huge benefit for advertisers.
RE S E A R C H SH OWS P EO P LE ARE
2X
M O R E ALE RT AND LI K ELY TO
AC T ON M ESSAGES WH E N
O U TSI DE TH AN CO M PARED
TO I NS I D E TH E H O M E
*www.theprimaladvantage.com.au
AND
2.5X
MOR E A LERT COMPA R ED TO
SCR EEN TIME AT HOME
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