New Lumen attention research shows that combining media with OOH delivers increased attention

A new study by Lumen shows by combining media, brands can boost attention significantly and drive key brand metrics.  

• Combining OOH with social boosts spontaneous brand recall on social by 125%
• Combining OOH with social boosts engagement on social by 52%
• The two-screen future of private and public screens

A new study by Lumen, the eye-tracking experts into the drivers of attention has found that by combining media, brands can boost attention significantly and drive key brand metrics. Unveiled at JCDecaux UK’s Upfronts, the study shows that if primed first by OOH, engagement on social is boosted by 52% while spontaneous brand recall on social is increased by 125%.

The new study looks at the key drivers of attention, building on earlier Lumen work that set out to provide a common currency of attention across different media. The research looks at creative, context and targeting and shows that if all three are flexed, attention soars, and further that attention is linked to memory and action.