How commuter and office mindsets drive DOOH advertising engagement

London, 22 January 2025 - The research project, conducted in London, Paris and Frankfurt by internationally renowned strategy and research consultancy MTM, has revealed that premium office foyers provide a highly effective environment for digital advertising, with commuters more likely to notice and act on DOOH screen content.

Key findings from the research include:

1. Office Mood vs. Commuter Mood: Commuters reported feeling more positive, alert, and energetic in the office compared to their mood during the commute.
2. Impact on Advertising: This heightened mood significantly increases the likelihood that ECN’s DOOH screens will capture attention and inspire action from viewers.
3. Engaging Content: Two in three office commuters found ECN content useful, making the surrounding advertisements more impactful.
4. Enhanced Trust: Advertising on ECN DOOH screens is twice as trusted compared to other Out-of-Home (OOH) advertising formats.
5. Relevance and Informativeness: ECN’s advertising was found to be 50% more relevant and informative than that of other OOH formats.

The research underscores the benefits for brands utilising ECN’s premium DOOH screens. By strategically placing advertising in environments where commuters are in a heightened state of alertness and positivity, brands can achieve greater visibility, trust, and engagement.

Commenting on the findings, Paul McBeth, Global Marketing Director, ECN said:  “These insights validate ECN’s ability to effectively engage commuters on a daily basis. By targeting audiences when they in a more upbeat mood, brands can forge stronger connections by advertising at the right moment as commuters dwell in a premium and uncluttered advertising environment.

ECN’s DOOH office media network reaches audiences in high-traffic locations across major business hubs in major UK and European cities. Digital displays are strategically placed to deliver long dwell times, and to engage office professionals in a premium and trusted environment.