The way media effectiveness is measured is undergoing a fundamental shift.
For decades, Out-of-Home has been evaluated through proxies: reach, impressions, and opportunity to see. But these metrics stop short of answering the only question that truly matters: Did it make an impact?
In this landmark neuroscience study, Allvision, in partnership with Brainsights, moves beyond assumption and into measurable human response. Drawing from one of the most robust datasets ever assembled in the category, this research introduces a new standard for understanding how advertising is actually experienced—capturing attention, driving emotional connection, and encoding memory at scale.
The findings don’t just validate Digital Out-of-Home; they redefine its role within the modern media mix.
Download the full study to explore how DOOH is emerging as a performance multiplier across channels, and what this means for the future of media planning.