Osaka Metro Ad-era and Perion Japan Conduct Experiment Comparing Ad Attention and Memorability Across OOH Environments

Perion Japan and Osaka Metro Ad-era, serving as organizers in the OOH Audience Measurement Standardization Working Group of the Digital Signage Consortium (DSC), have conducted a proof-of-concept experiment on the "Impact of Contact Environment Differences on Attention and Memory Retention," with cooperation from S.T. Corporation, a company highly interested in evaluating advertising 'quality'.

This study was conducted based on the evaluation framework presented in the "OOH Attention Measurement Guidelines (Draft)," recently released for public comment by the DSC.

■ Study Overview: Visualizing Differences in "Attention" Across Four Different Contact Environments with AI

This experiment focused on how identical and similar ad creatives produce differences in guiding consumer gaze and in memory retention depending on the contact environment (context).

・Validation Environments (4 cases):
　"In-station digital signage," "Subway car digital signage," "Large outdoor vision," "Living room TV (47-inch)"

・Creatives Used:
　15-second video materials for S.T. Corporation's "Mushuda," "Shoshuriki," etc., and 15-second video materials of product images for insect repellents and deodorizing air fresheners created by generative AI.

・Analysis Method:
　Predictive evaluation using VR space simulation and AI modeling (Saliency analysis for conspicuousness estimation, Memorability model for memory retention estimation).

・Key Comparison Metrics:
　Attention Time: Cumulative time the ad was sufficiently conspicuous.
　Initial-1s Hook: How strongly the ad caught the eye in the first second.
　Brand-Mem (Brand Memorability): How much the area of interest (AOI), such as brand logos and products, contributed to memory within the environment.

■ Comments from Project Stakeholders

【Cooperating Advertiser: S.T. Corporation, Marketing Communications Representative】
"It's groundbreaking to be able to compare with objective scores how our brand creatives, including 'Mushuda' and 'Shoshuriki,' capture consumer attention and are remembered as a brand in a private space like a TV versus public spaces like stations and trains. It's also revolutionary to compare how consumer gaze guidance and memory retention differ between videos created by generative AI and those that are not. We strongly hope that by establishing a 'quality' metric of memory retention, which goes beyond simply acquiring impressions, as an industry standard, we can achieve more effective advertising communication that is more in tune with the consumer's context."

【DSC WG Organizer: Perion Japan President】
"This experiment has paved the way to prove the long-discussed 'brand-building power' of OOH with data as deep as, or even deeper than, digital advertising. It enables planning based on a 'return to basics' strategy that questions the inherent value of advertising—'this environment and this creative can accumulate this much attention'—rather than relying on the volume of impressions. This will be a strong foundation for presenting a more certain ROI to our clients."

【DSC WG Organizer: Osaka Metro Ad-era, Digital Manager】
"Urban and transportation spaces involving movement and stays have a unique potential for deep engagement with consumers. This experiment objectively proves how advertising enters the consumer's field of vision and is remembered as a brand on Osaka Metro's in-train visions and in-station signage. In accordance with the recently released 'OOH Attention Measurement Guidelines,' we will present the inherent 'quality' value of media to advertisers, which goes beyond the mere 'quantity' of impressions."

● A report on this proof-of-concept experiment will be presented at future DSC seminars and other events.

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