New research demonstrates how quickly Digital Out of Home can drive both immediate response and long-term brand impact.
Getting people’s attention isn’t easy. With so many ads competing to be seen every day, businesses need advertising that can make an impact quickly. New research shows Digital Out of Home (DOOH) does just that — capturing attention and turning it into measurable results.
A new study from QMS and Amplified found that DOOH advertising can start making an impact on brand awareness and sales with just one second of attention.
The Power of One Second
The study analyzed over 400 hours of footage across 9 days, 200 plus campaigns, and over 12,000 real-time biometric ad views from 300 participants, the research provides the most comprehensive study of human attention and of how consumers naturally move through and interact with outdoor assets and environments.
The findings were compelling.
The study found that online advertising, such as social media and digital display ads, typically needs around 2.5 seconds of active attention to begin making an impact. DOOH began showing measurable brand and sales results in around just one second.
And people are looking much longer than that. Large-format roadside digital billboards averaged 13.9 seconds of attention in the study.
Attention Is Only Part of the Equation
The research also reinforced the importance of strong, creative billboard designs. Earning attention creates the opportunity but distinctive branding ensures consumers connect the message to the advertiser.
As Professor Karen Nelson-Field, Founder and CEO of Amplified, explained:
“Good creative earns the glance; strong branding ensures the brand gets the credit.”
For advertisers, it’s a powerful reminder that location, audience and creative work together.
Making Every Second Count
Perhaps the most compelling takeaway is DOOH’s ability to contribute to both short-term sales response and long-term brand building — giving advertisers an opportunity to drive action today while building recognition for tomorrow.
At Robinson Outdoor, we believe effective DOOH starts with the right location and creative built specifically for an outdoor environment.
Because when a brand earns someone’s attention — even for a second — it needs to make it count.
Research referenced: QMS & Amplified, “Turning Attention into Brand Equity: Digital Out of Home’s Superpower,” August 2026. Additional industry coverage: OOH Today, “DOOH Drives Sales. Here’s the Proof.”
