The first phase of the study was focused on Neuroscience and was led by Shazia Ginai, the CEO of Neuro-Insight. The purpose of this research was to understand the importance of relevance for both moments (times of day) and content (location, time and weather) and the effect when used in combination. There was a sample of 160 people who were shown static content for 10 seconds each and their brain responses were monitored by Steady State Topography technology to analyse if content that featured individual dynamic triggers was more effective at promoting an increased brain response. There were two major findings:
- They discovered ‘an uplift of 12% in average brain response when a product was displayed at the most relevant moment.’
- The study also revealed an ‘18% increase’ if there was also an ‘added layer of time, location or weather’, which concludes ‘an average increase in brain response of 32%’ when used together.
These staggering figures certainly are impressive and clearly enunciate how taking into consideration the relevant moment and context can really pack a punch. The most illuminating point of her discussion, I found, was when she used the analogy of ‘brand rooms.’ She discusses how ‘every brand we interact with creates brand rooms within our heads’ and how ‘our communications are a means of either furnishing that brand room or switching on a light switch.’ She then further explains how ‘you can use these dynamic triggers to flip the switch’ (insert TikTok song here) and get your audience actively thinking. This clearly illustrates how dynamic Out of Home can aid an ad campaigns to reinforce an already steady foundation (or brand story) but also encourage an active response by the consumer.