1. ALERT MINDSET IN THE ACTIVE SPACE – THE SCIENCE DR AMANDA ELLISON SENIOR LECTURER AT DURHAM UNIVERSITY (PSYCHOLOGY DEPARTMENT) AUTHOR OF 'GETTING YOUR HEAD AROUND THE BRAIN'

2. How do we really feel outdoors? Existing work and common sense both suggest that the out of home ad viewer is in a more alert mind-set Today is about a new scientific approach used to prove this theory

3. Are we more alert in the outdoor space?

4. More alert, so what?

5. Why record skin conductance?

6. Why record eye gaze data?

7. What did we do? Recording over a day / approximately 7 hours

8. YES, WE ARE MORE ‘ALERT’

9. Jessica

10. James CENSORED

11. Luke

12. Rachel

13. Mair

14. Steve

15. Significantly more alert OOH

16. Childcare the most ‘engaging' activity

17. Are we more alert OOH? + 33 %

18. Conclusions We really are different outdoors …more alert, upbeat and energised …more responsive to stimulus …brains are working harder So what does that mean for advertising…