LUMO and OMD NZ partner with Amplified to measure NZ roadside OOH
LUMO and OMD NZ partner with Amplified to measure how New Zealand roadside out-of-home earns attention
LUMO Digital Outdoor and OMD New Zealand in partnership with key clients have commissioned globally renowned researchers Amplified to run a New Zealand attention measurement study across digital and static roadside out-of-home.
The study made possible by OMD NZ clients 2degrees, AA Insurance and McDonald’s, will be the first New Zealand-based body of research to understand how in-vehicle audiences in this market behave, and therefore how the channel earns their attention. It will also explore how attention connects to short term advertising strength.
Founded in 2017, Amplified is led by globally recognised media researcher, Professor Karen Nelson-Field, and works with media owners, agencies and advertisers internationally on attention measurement across video, social, digital and out-of-home.
Fieldwork has participants drive safely, without knowledge of the study’s specifics, along a curated route wearing eye-tracking glasses to simulate a real-world journeys. Inward-facing cameras record eye movements; an outward-facing camera maps that gaze onto the street, so attention can be attributed during the journey.
“Out-of-home is 100% viewable and 100% human in its reach, but the ability for the medium to earn attention at the point of reach is an area yet to be properly understood in this market,” said Jack Plowright, GM of Platforms and Partnerships at LUMO.
“We want to produce a piece of work to help guide brands and buyers away from metrics that don’t reflect what the channel is actually worth. CPM tells you what a placement costs, not how it performs. This work is about demonstrating what actually earns attention in our channel, and what brands stand to gain when they use out-of-home well,” adds Plowright.
The study will provide valuable insights into how driver attention interacts with roadside OOH environments. Whilst findings will be grounded in ad effectiveness, there is potential relevance to future work for the sector around attention in road safety contexts.
The study extends OMD NZ’s multi-year investment in attention as a core planning and measurement discipline taking work the agency has already done across video, social and digital into an out-of-home setting for the first time.
“OMD’s focus on attention as a core planning and measurement discipline has already transformed how we approach video, social, and digital and now we're extending that rigorous methodology into out-of-home for the first time. New Zealand will benefit from locally-grounded research which is needed to unlock out-of-home's true attention potential. This study represents a pivotal opportunity to bridge that knowledge gap, proving how out-of-home can be best used as part of an attention strategy, and setting the benchmark for how agencies and brands can confidently orchestrate attention across all touchpoints,” said Rachel Stewart, Managing Director of OMD New Zealand.
“We’re particularly grateful to 2degrees, AA Insurance and McDonald’s for their partnership on this study. Their support is helping build a body of research the wider market will benefit from,” adds Stewart.
In addition, it will be the first study to unpack how motion-enabled DOOH affects attention thresholds, testing static, Subtle motion and 3D motion side by side. LUMO was the first operator granted Subtle motion capability on New Zealand roadside OOH. Its inclusion in the study will help determine whether motion-enabled creative earns proportionately more attention than static formats, and whether it converts into stronger outcomes for the advertisers using it.
“Testing Subtle and 3D motion, and their impact on attention thresholds, is something we’ve not unpacked before. We’ll be able to show not just whether out-of-home works, but how creative choices make it work harder”, said Professor Karen Nelson-Field, CEO and Founder, Amplified.
Initial results from the study are expected in the coming months for OMD NZ clients, before wider market release. Findings will be set against Amplified’s New Zealand benchmarks for cinema, television, social and digital display, giving out-of-home a comparable position in cross-channel planning conversations.
Not all impressions are equal, and reach doesn’t guarantee engagement. Amplified’s Campaign Strategy tools use real human attention metrics to help you predict and optimise media performance before launch.
Your campaign's already live, great. But even the best executions can benefit from a fresh lens. Amplified’s in-flight attention measurement gives you clear, science-backed insights into how your creative and placements are performing while there's still time to level-up results.
Through bespoke research studies, we help brands, agencies and platforms measure attention where it matters most, across TV, social, CTV, DOOH and more. This in-depth research helps you ensure that your media investments are seen, engaged with, and delivering true impact.
Test, refine and optimise with attention-first insights. From creative testing to bespoke data analysis, we help brands, agencies and platforms improve performance.
Amplified offers flexible, API-driven integrations, making it easy to activate real human attention data within your existing platforms and tools. Whether you’re an agency, publisher, platform or brand, our integrations ensure attention insights are directly embedded into your workflow, powering smarter, more effective decision-making.
If you’re looking to take attention beyond a one-off study or standard integration, a partnership with Amplified unlocks exclusive access to research, insights, technology and strategic collaboration that transforms how you measure, plan and execute media.
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