Every ECN screen in the UK, France, Germany and Belgium is available programmatically through Vistar Media, VIOOH, Broadsign Reach, Place Exchange and Perion.

Executive Channel Network (ECN), Europe’s leading office media network, today published The Business Case for Office Attention, an independent study by Lumen Research that gives programmatic buyers a measured quality benchmark for office DOOH supply.

Lumen found that ECN’s D6 (2m²) office screens earn 3.4x more attention (previously reported as 2.5x) 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.

Premium office supply, in the platforms buyers already use

Programmatic buyers trade in impressions, and not every impression is equal. An impression on an ECN office screen carries 3.4x the attention of a comparable D6 impression in roadside, retail or transport environments, so the same budget buys more attention, not just more delivery.

ECN delivers more than 28 million impressions a week across 900+ screens in premium office buildings, giving buyers office-quality impressions at scale.

ECN office screens run full-motion video, giving video and CTV buyers a DOOH environment where moving creative and high attention come together.

Happydemics brand lift studies are available on request for programmatic campaigns, so buyers can measure brand outcomes as well as delivery.

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.

“Programmatic buyers have spent years looking for a reliable quality signal in DOOH. Lumen has now given them one: the same screen earns more attention in the office than in roadside, retail or transport environments. Every ECN screen is available in the platforms buyers already use, so that attention advantage is one deal away.”

Charles Parry-Okeden, Global CEO, ECN

Media enquiries

The full research is available to media on request. Interviews with ECN and Lumen Research can also be arranged.

About ECN

Executive Channel Network (ECN) is Europe’s leading office media network, connecting brands with professional audiences across premium office buildings in the UK, France, Germany and Belgium. All ECN screens are available programmatically.

Media contact

Paul McBeth

paul@executivechannelnetwork.co.uk

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