, March 13 -- neuroscience based studies led by Ocean demonstrate how the emotional response to large format OOH, and full motion in particular, correlates with memory encoding and brand recall. It has also established that not all impacts are the same and that's a particularly important message to take to agencies and specialists."

Bleakley outlined the perfect conditions for investment and growth in the DOOH sector in sub-Saharan Africa, fuelled by a 62% growth in urban populations over the last decade, double the number of younger audiences (50% are under 25) compared to Europe (25%) and the mass adoption of mobile devices (483 million).

"Together these three factors not only facilitate sector growth but create a channel of connectiv...