Australia's outdoor advertising sector is investing $1.3 million in a neuroscience study to measure links between its ads and subconscious memory, which will be used to develop a new metric for advertisers.
The Outdoor Media Association (OMA) has commissioned research firm Neuro-Insight to conduct the study. The $1.3 million invested into the Neuroscience Project Study is part of $10 million committed by the industry for the development of a better way for advertisers to track the effectiveness of their campaigns.
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Max Mason covers financial crime, courts and corporate wrongdoing. A Walkley Award winner, Max’s journalism has also received awards from the National Press Club of Australia, the Kennedy Awards and Citibank. Message Max on Signal https://tinyurl.com/MaxMason Connect with Max on Twitter. Email Max at max.mason@afr.com
