How Science Is Used In Outdoor Advertising Neuroscience – the monitoring of brain activity when subjects react to sensory stimuli – is most often used to gauge the relative strengths of different creative executions. But occasionally (and sometimes controversially), it has been used to determine the relative potency of different…

Neuro-Insight identifies the Wow factor at the heart of great outdoor A theoretical model, grounded in neuroscience, says that to get results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response drives memory encoding, and this is key for any communication, because memory…