Research: Office DooH Screens Generate 3.4 Times More Attention
Study commissioned by ECN and conducted by Lumen Research finds office D6 screens outperform other DooH environments in attention and brand recall.
A new study released by European office media network Executive Channel Network (ECN) shows that digital out-of-home screens in office buildings capture significantly more viewer attention than comparable displays in other settings.
The research, carried out by Lumen Research, found that ECN's digital 6-sheet (D6) office screens drew 3.4 times more attention than similarly sized displays in roadside, retail and transportation locations. The study surveyed 603 full-time office workers across the UK, France and Germany, benchmarking results against Lumen's database of over 100 out-of-home and digital advertising studies, with findings tested at a 95% confidence level.
The data showed ECN's office screens captured 8.3 times more attention than comparable displays in transportation environments and 5.9 times more than those in shopping malls. The office screens also generated 1.25 times the attention of large-format digital roadside advertising, including 48-sheet and 96-sheet formats, despite their smaller size. Brand recall came in 44% higher than for standard D6 DooH displays.
Lumen researchers pointed to office environments as a key factor, noting that employees see the same screens repeatedly throughout the working week. Office lobbies tend to have fewer competing advertising messages, and elevator waiting areas provide additional exposure opportunities.
"ECN's screens sit where office workers walk and wait every working day, so they earn more attention than large-format DooH and better recall than your standard 6-sheet," said Mike Follett, CEO of Lumen Research.
The study concluded that office DooH performed well at converting cumulative attention into brand recall, suggesting that repeated exposure and screen placement can matter as much as display size in advertising effectiveness.