The findings from a new biometric research study commissioned by the Outdoor Media Association (OMA) has found consumers are two times more likely to act on marketing messages when out of the home.

It was also found consumers are 2.5 times more alert when outside of the home environment compared to inside.

The study was conducted using Galvanic Skin Response (GSR) devices which were attached to the hands of participants, and also eye tracking glasses which monitored what participants were looking at.

OMA conducted the study with research partner the Hoop Group. Its director Liz Farquharson explains people are more alert to receive messages when out of home due to higher rates of arousal.

She adds, “It was very important that we could measure peoples’ mind states within their natural environments. Therefore, we used the newest biometric wearable technology to capture innate responses inside and outside the home.”

Leading neuroscientist and Honorary Fellow at the University of Melbourne, Dr Phil Harris has analysed the findings and points to primal instincts as the cause for increased levels of arousal when out of home.

“The research shows we are more aroused when we are out of home. We are wired to scan the environment for events that can impact on us or things that are linked to our goals. There is more to react to, therefore we are more likely to act. It is a primal thing – survive and thrive,” he says.

“This is important news for marketers as we know arousal drives attention and memory encoding, both of which are key factors that underpin advertising message impact.”

OMA CEO Charmaine Moldrich adds, “We already know that out of home is a powerful channel for reach, proximity, flexibility and interactivity, and now we know that the out of home environment has an inherent ‘kick’ over media consumed indoors: an audience that is twice as switched on and likely to act on ad messages.”

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