2022 JCDecaux Intelligence Study. Distinctive Creativity – the case for brand code use in Out of Home.
JCDecaux continues to add to their Intelligence Study library, the latest addition shows how Out of Home advertising ‘works’ by building memories or associations that people then call on when a buying need occurs. All advertising works in this way, however Out of Home particularly given it is a glance medium and in many cases, the viewer is driving, so cannot respond in the moment.
Remembering ad content is one thing – linking it to the correct brand is another. In addition to attention and impact in the moment, and memorability after the fact, effective Out of Home creative must also be correctly attributable so that commercial benefit can be gained from the attention earned.
JCDecaux’s recent Neuroscience study has proven that Large Format creative is memorable and creates right brain (global) emotional experiences. This second JCDecaux Intelligence study looks at the memorability of Out of Home creative and demonstrates how the use of distinctive and memorable brand codes can drive category mental availability, the strongest predictor of brand sales. Brand codes are an effective way to ensure instant attribution of campaigns, that then enable the viewer to engage with the creative idea.
Comparing real Large Format campaigns, across 5 categories, and a sample of 1600 kiwis, the findings demonstrated how Large Format Out of Home that uses distinctive and recognisable brand codes can influence mental availability for mid-tier brands in cluttered categories. Simply put, it shows how Out of Home delivers ROI that translates from advertising through to brand consideration.
Findings include:
+23% mental availability gains from being seen in Out of Home
+13% additional mental availability gains being seen when strong brand codes were present in creative (vs weaker coded creative)
Evidence that brand codes lead to likability of creative, due to the ease of cognitive processing
Watch this 45 min webinar where they share the study findings as well as inspirational and award-winning work that is both creative and distinctive.