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In an era where consumer attention is fragmented and fiercely contested, dentsu Benelux has released a new whitepaper, 'Captivating on the Go', revealing how environment and motion in DOOH advertising influence what people notice, feel, and remember.

The study, conducted in partnership with JCDecaux, combines live eye-tracking technology, facial coding, and large-scale surveys to explore how different OOH formats influence attention, emotion, and consumer behaviour. This research is part of our 'Captivating' roadmap, which aims to bring clarity to attention measurements in OOH.