Attention and OOH: Primed and Ready for the Cookieless Future

JCDecaux commissioned Lumen to undertake a new attention study to test the hypothesis that priming consumers with the same creative on digital out-of-home would increase attention on subsequent online advertising. Could this priming effect plug the third-party cookie gap?

The research set up three consumer groups. Group one performed an online task that mimicked the tracking seen with cookie targeting, group two watched a walk-through video of a city centre which exposed them naturally to some DOOH advertising, and group three was our control group. All respondents were then asked to go online to a newspaper website where they were also served digital advertising.

Using Lumen’s eye-tracking technology we were able to measure the attention consumers paid to the digital advertising and understand whether exposure to the same advert on DOOH increased the likelihood to look at the same creative on the news site. We were also able to measure awareness and click-through rate.  We were also able to compare the results to those served with cookie targeting.