Moving displays increase impact of digital outdoor advertising

Kinetic, Exterion Media and Ngage Media explore the power of motion

Kinetic is the leading global specialist agency for out-of-home media. Exterion Media is the market leader in interactive outdoor advertising, reaching more than 60% of the Dutch population. Ngage Media (now Ocean Netherlands) is an operator of digital OOH media with 285 large screens in 168 locations.

Research on digital outdoor advertising

Digital outdoor advertising attracts 52% more attention when the message is moving than when it is static. That's according to eye tracking research conducted by Validators on behalf of Kinetic, Exterion Media and Ngage Media. Key results: Better seen Moving advertisements are seen on average 29% more often than non-moving advertisements.

Longer viewed

In addition, passersby look 18% longer at a screen with a moving message. This is an important result in a busy environment like Amsterdam Central Station.

Visible from a greater distance

Eyetracking showed for the first time that a moving message is noticed on average from as early as 9.1 meters, compared to 8.6 meters for a static message. The research conclusively demonstrates that moving messages increase the visibility and impact of digital screens. These insights are of great value to advertisers deploying digital outdoor advertising: motion increases attention and impact!