JCDecaux releases its Intelligence Study – The Power of the Public Screen in Interesting Times
JCDecaux NZ is currently presenting to agencies its 2021/22 JCDecaux Intelligence Study – The Power of the Public Screen in Interesting Times.
This is a neuroscience study that looks at how Large Out of Home formats delivers memory encoding for brand/campaign. Neuroscience measures a brain’s response to stimulus, which is increasingly importance given we know 95% of decision making happens in the subconscious. Memory encoding indicates whether advertising is being retained by the brain for future decision making and building mental availability. More influential than awareness, mental availability, driven by memory encoding, is whether a brand comes to mind for a certain buying need – the brand that is best for that need rather than any brand that could deliver on that need.
A second part of the study looks at Large Format’s ability to prime consumers for mobile campaigns. Comparing a group that was exposed to Large Format before seeing campaigns on mobile, vs a group that simply experienced the campaigns only in mobile, shows how the ‘primed by Large Format’ group has a different and more favourable brain response to the mobile ads. Consumers show deeper connections with the brands and campaigns in the study when viewed in mobile and increase memory encoding of the mobile ads (thus making the mobile spend more effective long term).
The study's three partner brands/ campaigns were retail brands - a mix of physical location and online shopping brands, all investing heavily in digital.
This research is a world first, the first Out of Home study that looks at how to improve mobile outcomes. Partnering with Neuro Insight NZ, the first part of the study uses the same methodology as Ocean Outdoor’s, The Science of the Art of Outdoor. The mobile aspect, i.e. priming findings, are unique and have not been explored before. The findings have significant implications for brands embracing a heavy digital strategy.
The full results will be released to the market in late February once the team has completed media agency presentations. If you’d like to arrange for a presentation of the results, please reach out to Gary Rosewarne gary.rosewarne@jcdecaux.com