Recent discoveries in neuroscience have shown that advertisements that are informative or intended to arouse an emotion were 27% to 40% more remembered by being contextualized, i.e. associated with an environment, messages or themes. Discover the impact of communication screens in terms of remembering the message linked to the context, as well as that of neuroscience on digital signage.
What is neuroscience?
Neuroscience encompasses all sciences involved in the study of the nervous system. They analyze the structure and function of the brain, spinal cord and nerves, at various scales. Thus, their field covers many disciplines such as neuroanatomy, neurochemistry, neurochemistry, neurology, neurophysiology, neuropsychology or cognitive neuroscience. These fields of study are classified into five main categories:
- biological sciences
- Cognitive sciences
- Medical sciences
- Neuroscience engineering and technology
- Recent disciplines
Neuroscience is all about understanding how the brain develops, nervous system diseases and mental disorders. Cognitive neuroscience also tries to explain the neurobiological mechanisms that underlie cognition at the level of emotions, memory, perception or even reasoning, applied to fields as varied as finance or marketing.
What is the point of using neuroscience in digital signage?
According to studies conducted by the neuroscientist António Rosa Damásio or by Martint Lindtsröm, marketing expert and author of the best-selling book “Buyology” addressing the reasons why consumers buy, humans are primarily guided by their emotions. According to Lindtsröm, 85% of customer behavior is dictated by subconscious feelings or thoughts. His findings are consistent with numerous studies conducted in recent decades dealing with the human brain's responses to stimuli. This research all highlights that our decisions and our ability to remember are irrational and unconscious.
Brands have been able to appreciate the importance of neuroscience in terms of the effectiveness of their campaigns, their goal being indeed to get a message into people's minds so that it can be remembered, but above all associated with positive feelings. Today, cognitive neuroscience has become strategic in the fields of marketing and communication, in order to improve the emotional and memory penetration of digital signage campaigns for seduce consumers. Cognitive neuroscience has even more advantages for maximizing the performance of digital signage :
- Understanding consumer expectations
- Detection of markers to be exploited
- Creation of messages that promote memorization
- Optimization of media investments
- Impregnation of the brand image among audiences
- Increase in sales
The link between screens, memory and context
The largest neuroscience study was conducted by the Neuro-Insight Neuroscience Research Institute for the Outdoor Media Association in Melbourne. The institute used eye-tracking and brain imaging technologies on more than 2,000 participants to analyze their brain's neural response when exposed to an advertisement. The observation focused on the viewing of more than 800 traditional and digital advertising panels and revealed that communications broadcast on external digital screens had 63% more impact than static display, radio or television.
In parallel, Integral Ad Science published “The Context Effect”, a study also conducted with the Neuro-Insight Institute and focusing on the importance of context in advertising. The research aimed to analyze consumers' brain activity when faced with advertisements adapted to the context of distribution. It showed that viewers reacted significantly to messages broadcast in appropriate contexts — an advertisement for a new restaurant menu similar to an article about catering — and that this correspondence increased memory tenfold by up to 40%.
This research has provided crucial scientific evidence about the impact of digital communication screens and the importance of the broadcast context on memory. They are all the more interesting for communication and marketing professionals since the announcement of the launch of the Privacy Sandbox by Google, which aims to eliminate third-party cookies by 2024. With this initiative, the search engine is putting an end to widely used digital targeting methods and inviting people to find alternative solutions aimed at improving the impact of advertising messages on audiences in order to elicit a lasting emotional response, without compromising the confidentiality of user data.
The link between DOOH and message memory
In an omnichannel strategy, Digital-Out-Of-Home has become an essential lever in order to reach a target in the right place, at the right time and with the right message. A study conducted by Club Digital Media published in 2022 showed that the attractive power of screens has a direct impact on the memory of advertising messages. Out of 611 visitors surveyed, more than one in five remembered an advertisement shown on a digital screen during their visit to a shopping center, even though the proportion of digital screens was lower than that of static screens.
It has been proven that moving images promote the impact of DOOH, as well as the brightness of screens. But it is also the physical presence of screens in consumers' daily lives that optimizes the effectiveness of the messages they broadcast. Thus, communicators have the opportunity to improve their strategy by multiplying contact points thanks to DOOH, in order to be as close as possible to their audience at every moment of the day.
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With Cenareo, DOOH is becoming a major attractiveness medium for a brand. Thanks to its solution dedicated to outdoor digital signage intuitive and with multiple functionalities, a company can broadcast multimedia content that is varied, engaging, always contextualized and relevant in real time and in a fully centralized and automated manner. Promote your brand image by capturing the attention of consumers with formats adapted to the moment when they are most receptive, in order to create emotion, make an impression and stimulate the desire to buy.
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