Study: Office DOOH Screens Draw 3.4x More Attention Than Other Venues
2026-10-14 · via invidis
Executive Channel Network (ECN) has published research claiming its office-building digital screens attract significantly more attention than comparable out-of-home displays in other settings, a finding that matters for anyone weighing ad inventory or client pitches around workplace media.
The study, carried out by Lumen Research, found that ECN's digital 6-sheet (D6) screens placed in office environments generated 3.4 times more attention than similarly sized displays located roadside, in retail settings and in transportation hubs, according to the companies. ECN says the research surveyed 603 full-time office workers across the UK, France and Germany, and that results were benchmarked against Lumen's existing database of more than 100 out-of-home and digital advertising studies, with findings tested at a 95% confidence level.
According to the release, the office screens pulled in 8.3 times more attention than comparable transportation displays and 5.9 times more than screens in shopping malls. ECN also claims its office screens beat large-format roadside digital advertising, including 48-sheet and 96-sheet formats, by a factor of 1.25 on attention, despite being physically smaller. Brand recall was reported as 44% higher than for standard D6 DOOH displays generally.
Why office screens score higher
Lumen attributes the results partly to the nature of office environments. Employees pass the same screens repeatedly across a working week, and office lobbies tend to have less competing advertising clutter than malls, transit stations or street-level locations. Waiting areas near elevators are cited as another point of repeated exposure.
"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," said Mike Follett, CEO of Lumen Research, in the release.
The study also suggests that cumulative attention from repeated exposure converts effectively into brand recall, which the companies frame as evidence that placement and frequency can matter as much as screen size for ad effectiveness.
What is missing
The announcement does not disclose how many locations or screens were involved in the comparison set, what advertising content was shown during the study, or how attention and recall were measured methodologically beyond referencing Lumen's existing panel approach. It also does not say whether the findings apply across different office building types or only ECN's specific network footprint. For media buyers and operators evaluating office DOOH as a channel, the research is useful directional evidence but, as with most vendor-commissioned studies, it is worth treating the comparative multiples as marketing claims from ECN and Lumen rather than independently verified industry benchmarks.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Lumen Research finds that ECN's office displays outperform comparable DooH screens in attention and brand recall.
European office media network Executive Channel Network (ECN) has released research showing that its digital out-of-home screens in office buildings attract more attention than comparable displays in other environments.
Conducted by Lumen Research, the study found that ECN’s digital 6-sheet (D6) office screens generated 3.4 times more attention than similarly sized displays across roadside, retail and transportation locations.
The research involved 603 full-time office workers in the UK, France and Germany. Results were benchmarked against Lumen’s database of more than 100 studies covering out-of-home and digital advertising, with findings tested at a 95% confidence level.
ECN’s office screens attracted 8.3 times more attention than comparable displays in transportation environments and 5.9 times more than those in shopping malls.
The screens also generated 1.25 times the attention of large-format digital roadside advertising, including 48-sheet and 96-sheet formats, despite being smaller.
Brand recall was 44% higher than for standard D6 DooH displays.
Lumen attributed the results partly to office environments, where employees encounter the same screens repeatedly throughout the working week. Office lobbies typically feature fewer competing advertising messages, while waiting areas around elevators provide additional opportunities for exposure.
“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,” said Mike Follett, CEO of Lumen Research.
The study also found that office DooH performed well at converting cumulative attention into brand recall, suggesting that repeated exposure and screen placement can be as important as display size in advertising effectiveness.