SXSW Sydney: 90% of OOH is committed to long-term memory – QMS unveils new data on attention

October 17, 2024 10:57

QMS has debunked the myth that out-of-home (OOH) is a glance-only medium, unveiling the results of its global-first research on the role attention plays in OOH environments at SXSW Sydney on Wednesday.

Showcasing how brands can leverage the attention flywheel to maximise their OOH investments, the research by QMS in partnership with audience measurement company Amplified Intelligence revealed that OOH ads scored an average 12 seconds of total attention.

90% of the QMS sites tested secured more than 2.5 seconds of active attention, which is the global threshold for something to be committed to long-term memory.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.