BackLite Media has released the findings of a new emotional impact and brand lift study examining how premium out-of-home (OOH) platforms influence brand perception, recall and behavioural intent in partnership with Publicis Media Luxe and Nielsen..
While OOH has traditionally been evaluated through reach and impressions, the study was designed to explore a broader question: how does emotional response within high-attention public environments contribute to measurable brand outcomes?
The campaign analysed was a jewellery out-of-home execution for a luxury brand, displayed on BackLite Media’s premium digital landmark, The Dubai Gateway, located on Sheikh Zayed Road in Dubai.
Combining structured quantitative measurement with qualitative insight, the study evaluated exposure, campaign recall, brand lift, and intent to act, while also capturing how audiences perceived the creative execution within its surrounding environment.
Key findings include:
- 80 per cent campaign recall within seven days of exposure.
- 95 per cent of respondents expressing intent to act.
- 68 per cent uplift in purchase intent among those exposed.
Beyond awareness, the research indicates that emotional resonance, contextual alignment, and environmental credibility play a significant role in shaping brand confidence and behavioural consideration.
Qualitative insight showed that respondents associated premium digital structures in uncluttered, design-led environments with authority and trust – attributes particularly relevant for luxury communication. Sheikh Zayed Road was perceived as contextually aligned with affluent audiences, reinforcing how placement and environment influence perception.
Commenting on the findings, Ahmed Noureldin, Head Of Sales at BackLite Media, said, “This study contributes to a more evolved understanding of out-of-home effectiveness. By measuring emotional response alongside recall and intent, BackLite Media is able to demonstrate how premium Out-of-Home platforms and creative alignment can influence brand outcomes in a meaningful way.”
Osman Junaid, Business Director – Strategy at Publicis Media Luxe, said, “The results from The Dubai Gateway research with BackLite Media demonstrate that when premium placement meets the right environment, the impact goes far beyond reach alone. High impact OOH on Sheikh Zayed Road delivers the authority and aspiration that luxury brands require, and this study gives us further evidence to prove it.”
This research reflects BackLite Media’s continued investment in structured measurement and data-led insight, supported by Multiply Media Group’s broader ecosystem across data, technology and advanced media capabilities.
