January 30, 2025
Everyone says video is the future of OOH advertising, but where's the proof? We decided to measure it.
This kicks off our multi-part series, Does Video Work in DOOH? exploring how motion and movement impact attention in DOOH. Starting with controlled tests using fake ads, followed by a deep dive into historic campaign data, and culminating in a landmark client study, we're uncovering what actually drives attention.
Our goal? Help advertisers understand what makes video tick, how to maximize static creative impact, and most importantly - which format is right for your campaign.
The data is clear: in our initial tests, video captures 11% more attention than static content, while even simple motion shows a 8% lift. If you're creating video content already, your CTV/ digital assets just found a new home. If you're not, even small creative tweaks could mean significant attention gains.
For those who want to know more (and we like you better for it), here's the complete story…
Our brains are hardwired to notice movement. It's a survival instinct that's been with us since we needed to spot predators in the grass. In today's advertising landscape, where messages compete in increasingly busy environments, this same instinct shapes how we process information. While attention may be the new currency, our prehistoric programming still dictates what makes us stop and look.
In the Battle for Attention, Every Second Counts
This fundamental aspect of human attention led us to ask: exactly how much does movement matter in DOOH advertising?
To put our evolutionary instincts to the test, we designed an experiment worthy of a psychology textbook (but a lot more interesting).
We created three ads for a fake product, each one pushing the boundaries of movement a little further.
1. Static Creative: Think digital billboard. One frame, no movement. Like a frozen moment in time, it relies purely on the power of a single, striking image to catch your eye.
2. Lite Motion Video: Remember the moving newspapers from Harry Potter? That's the idea. It's a static image brought subtly to life - think gently swaying trees in the background, flowing water, or smooth color transitions. Not quite video, but definitely not static.
3. Full Motion Video: The full show. Scene changes, flowing movement, complete stories told in seconds. It's what we're used to seeing on our TVs and phones, scaled for public spaces.
1. Full Motion Dominates Attention Full motion emerged as our highest-performing format, capturing 11% more attention than static content. This opens up opportunities to extend your video creative into new environments, measuring performance every step of the way.
2. Movement Drives Attention Even lite animation lifted attention by 8%, performing similarly to video content. Using our AVA technology, we could distinguish between passing glances and real attention, confirming that movement doesn't just catch the eye - it holds it.
3. Understanding Static's Role The data tells a clear story: while static formats have their place in OOH, attention measurement tools give you the power to test and validate which creative approach delivers the strongest results for your specific campaign goals.
Whether you're already creating video content or just starting to explore dynamic formats, here's how to put these insights to work:
Looking Ahead
We're analyzing real campaigns from our network to understand how video and static formats perform in the wild. Following that, we'll share results from our first-ever client study exploring format optimization in DOOH. No guesswork, just real data about what drives attention.
Want to know what makes video tick? How to boost static creative performance? When motion might not be the answer? What makes people look beyond motion? Stay tuned. And if you have questions you'd like us to explore, let us know.
