Amplified and QMS unveil global-first OOH attention insights at SXSW Sydney 2024.

Amplified, in partnership with QMS, has revealed the results of a global-first study on human attention in Out of Home (OOH) environments. The research challenges the misconception that OOH is merely a ‘glance’ medium, showing that OOH ads capture an average of 12 seconds of total attention. Almost 90% of the QMS sites tested exceeded the global attention threshold of 2.5 seconds, which is critical for committing content to long-term memory.

Dr Karen Nelson-Field highlighted the significance of the findings, stating:

“This research confirms that OOH is far more than a fleeting glance – it captures real, measurable attention that translates into meaningful brand impact. This OOH data will serve as a powerful extension of our attention measurement framework, demonstrating how attention-based insights can complement traditional metrics to reveal the true impact of ads across multiple channels. In an era where capturing and holding attention is increasingly difficult, this data is key to driving stronger, more effective brand outcomes.”

With a sample size of 1.23 million—the largest collected by Amplified to date—the research shows that OOH ads are more than 2.35 times more likely to secure attention above the memory threshold compared to digital channels. This landmark research sets a new standard for measuring OOH effectiveness and campaign performance.

The results were presented by Dr Nelson-Field and QMS Chief Strategy Officer, Christian Zavecz, at SXSW Sydney, sparking a conversation about the future of attention-driven advertising. Amplified and QMS will continue to expand their research, adding new markets, formats, and modes, to further enhance understanding of OOH’s role in omnichannel planning.

Read more about the insights and the SXSW session on the QMS website.