Executive Channel Network (ECN), Europe’s leading office media network, today published The Business Case for Office Attention, an independent study by Lumen Research revealing the attention advantage of DOOH advertising in premium office environments.

Lumen found that ECN’s D6 (2m²) office screens earn 3.4x more attention than comparable D6 screens across roadside, retail and transport environments.

The study measured 603 full-time office workers across the UK, France and Germany. Results were benchmarked against Lumen’s normative database of 100+ studies spanning out-of-home and digital media, and tested at 95% confidence.

“ECN's screens sit where office workers walk and wait every working day, so they earn more attention than large-format DOOH and better recall than your standard 6-sheet. As our cumulative attention research shows, brand outcomes come from building attention over time, and few environments build it as naturally as the daily commute through the office lobby.”

Mike Follett, CEO, Lumen Research

Key findings

• ECN’s D6 office screens earned 3.4x more attention than comparable D6 screens across roadside, retail and transport environments, rising to 8.3x versus transport and 5.9x versus shopping malls (previously 2.5x, 6.2x and 4.4x).
• ECN’s D6 screens earned 1.25x the attention of large-format digital roadside on average, including 48 and 96-sheet formats, despite being a fraction of the size (previously reported as the same attention).
• ECN generated 44% more brand recall than standard D6 DOOH.
• Office DOOH screens outperform digital channels at converting attentive seconds into brand recall as cumulative attention rises across the working week.

The screen is the same. The office environment is the difference.

Office foyers combine fewer competing ads with natural dwell around lifts, while the same professional audiences return several days a week, creating repeated opportunities to be seen.

“Going to the office is a habit. The same people pass the same screens several times a day, several days a week. That repeated exposure builds attention into memory, giving brands a level of effectiveness that is difficult to replicate elsewhere. That is the business case for office attention.”

Charles Parry-Okeden, Global CEO, ECN