KEVANI’s Neuroscience-based Report Decodes Role of OOH Technologies in Ad Retention

LA-based OOH advertising company KEVANI has released a new study today demonstrating that their unique OOH locations have a higher brand recall, are visually more attractive and outperform their competition compared to other similar sites in Los Angeles.

Recommended:

AI and Brand Loyalty: How Can Marketers Leverage Machine Learning to Find the Right Audience

The latest KEVANI report could help both brands and agencies by enabling them to predict campaign performance in OOH formats. The study will also provide cutting-edge and intuitive metrics for the effectiveness of an OOH placement for ad retention using the same methodology.

“The sites with low cognitive load had a higher memory recall during a surprise memory test and a higher brand recall rate, further proving the value of brands utilizing iconic placements in Los Angeles to stand out from the crowd.” – KEVANI official statement

Axona Lab, a tech and innovation company that utilizes Neuroscience and AI technology to look into consumers’ brains, conducted the research for KEVANI, investigating the role of OOH placements with its relation to ad retention and its impact on creative fatigue.

KEVANI aimed to understand consumers’ retention and perception after ad exposure, realizing that on a daily basis there are constant ad messages both inside and outside the home.

Methodology

Participants were broken up into two random groups: Group 1 was exposed to various creatives in no particular order to both KEVANI and non-KEVANI sites. After a wait time they had a creative recall test to measure impact. Group 2 was exposed to both KEVANI and non-KEVANI sites with a priority order of the same creatives.

AdTech Insights: How Socials and Advertisers Can Still Deliver Privacy-First User Experience

OOH sites tested included both prime (digital and full-motion) and standard (non-digital placements and murals) locations. The impact of cognitive load (how much information a working memory can hold at a given time), excitement, and memory recall of the participants were all monitored.

Results

KEVANI prime sites scored 8% less cognitive load while KEVANI standard sites scored 7% less cognitive load indicating that regardless of the creative, OOH campaigns will perform better on KEVANI sites due to their premium nature. Excitement levels also scored significantly higher on all KEVANI sites while demonstrating a higher memory recall of the advertisements displayed.

KEVANI prime sites had a considerably higher brand recall rate, further proving the value of brands utilizing iconic placements in Los Angeles to stand out from the crowd.

“This proves our theory that iconic media assets boost positive responses, delivering an impact on a neurological level and garnering a very strong recall rate – two key components that contribute to driving real-world sales. As we continue to add new-to-market assets, KEVANI is committed to our vision of an enhanced and contextualized visual experience for the places we occupy,” says KEVANI CEO, Kevin Bartanian.

KEVANI’s study can help both brands and agencies predict campaign performance and provide metrics for the effectiveness of an OOH placement for ad retention using the same methodology.

[To share your insights with us, please write to sghosh@martechseries.com]