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DOOH boosts media channel effectiveness

Generated by AI/Adobe Stock

April 23, 2026

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Digital out-of-home is not only capturing attention but amplifying the effectiveness of other media channels across the consumer journey.

There is an increase in emotional connection up to 50% and a 61% increase in memory encoding when OOH follows other channels.

Those are top findings from a neuroscience study conducted by Allvisiion in partnership with Brainsights. Allvision is large-format digital out-of-home company based in Canada. Brainsights is a Toronto-based neuroscience research company specializing in measuring subconscious brain activity.

The study, "Proving the Value of Digital OOH Through Neuroscience," analyzed more than 1.7 billion brain data points collected during real-world commuter experiences, according to a press release.

Findings confirm DOOH significantly outperforms static formats across all key cognitive metrics, delivering stronger attention, deeper emotional resonance, and higher memory encoding.

The study also demonstrates DOOH's role as a multiplier within the media ecosystem:

Up to 8% lift in attention for video and audio when preceded by DOOH.
Up to 50% increase in connection and 61% increase in memory encoding when OOH follows other channels.

"This study marks a pivotal shift for our industry," Christopher Bentler, president of Allvision, said in the release. "For the first time, we can move beyond proxies like impressions and demonstrate — scientifically— how out-of-home is actually experienced by people. What this unlocks is far bigger than measurement; it gives marketers the confidence to invest in OOH not just for presence, but for proven impact across the entire media ecosystem."

Allvision is large-format digital out-of-home company based in Canada. Brainsights is a Toronto-based neuroscience research company specializing in measuring subconscious brain activity.

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