Eye have released results of a study where they partnered up with brain imaging research company, Neuro Insights, to look into the effects of out of home advertising on brain activity.

Eye claims to have measured the brain activity of consumers in different out of home environments to create the first neuro imaging study to be conducted for the UK outdoor media market. They also claim the study allows them to look inside consumers’ minds, and measure emotional responses and the influence on future buying behaviour to the ads.

The results revealed that different environments, formats, weights and creative treatments have an impact on how consumers think and feel about the brands advertised and that that larger posters elicited stronger responses than smaller ones. The study also supports the development of dynamic digital copy as the results show this heightens the intensity of a brand’s communication.

MEC Opinion - New research is always welcomed and this certainly looks like an interesting piece. Whilst some of the findings from the research are not particularly surprising, providing strong evidence in support of historical assumptions is important in ensuring that our media recommendations continue to be founded upon strong insight.