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In an era where consumer attention is fragmented and fiercely contested, dentsu Benelux has released a new whitepaper, “Captivating the Street”, revealing how size and motion in OOH advertising influence what people notice, feel, and remember.

The study, conducted in partnership with JCDecaux, Ocean Outdoor, Global Media & Entertainment, and Bauer Media, combines eye-tracking technology, facial coding, and large-scale surveys to uncover how different OOH formats affect attention, emotion, and consumer behaviour.