Office #DOOH Is Not Standard #DOOH
An independent study by Lumen Research for Executive Channel Network (ECN) reports that ECN's D6 office screens earn more attention than standard DOOH, with 3.4x the attention of comparable D6 screens and 44% more brand recall.
Office digital out-of-home advertising commands more attention than standard DOOH, according to a study published by Executive Channel Network (ECN) and reported by DailyDOOH. ECN published The Business Case for Office Attention, a study by Lumen Research, which reports an attention advantage for DOOH screens in premium office environments.
Lumen's research found that ECN's D6 (2m²) office screens earn 3.4 times more attention than comparable D6 screens across roadside, retail and transport environments, up from a previously reported 2.5 times. The advantage rises to 8.3 times versus transport and 5.9 times versus shopping malls, revisions from earlier figures of 6.2 times and 4.4 times. Per the study, ECN's D6 screens also earned 1.25 times the attention of large-format digital roadside, including 48- and 96-sheet formats, a change from a previously reported parity.
The study measured 603 full-time office workers across the UK, France and Germany. The sponsor said results were benchmarked against Lumen's normative database of more than 100 studies spanning out-of-home and digital media, and tested at 95% confidence.
Mike Follett, identified as Lumen Research's CEO, said ECN's screens "sit where office workers walk and wait every working day," earning more attention than large-format DOOH and better recall than a standard 6-sheet. He said brand outcomes come from building attention over time, and few environments build it as naturally as the daily commute through an office lobby.
ECN's D6 screens generated 44% more brand recall than standard D6 DOOH, according to the study. Office DOOH screens, it reports, outperform digital channels at converting attentive seconds into brand recall as cumulative attention rises across the working week.
Charles Parry-Okeden, ECN's Global CEO, said going to the office is a habit, with the same people passing the same screens several times a day and several days a week. That repeated exposure, he said, builds attention into memory. The study's bottom line, per ECN, is that office foyers combine fewer competing ads with natural dwell around lifts, while the same professional audiences return several days a week.