Perfecting Portrait Creative

There are countless global studies on how impactful effective creative is on a campaign ROI, and in Aotearoa OOHMAA’s 2021 study in partnership with Analytics Partners told us that 59% of Out of Home ROI is based on execution – i.e. format, size, weeks in market, digital or static. This means a significant 41% comes down to the creative.

From the beginning of their training, creative teams are drilled on the 3/7/10 rule – three elements, fewer than 7 words, and a logo size that is at least 10% of the total space; however, with advancing tech and improved research methodologies, JCDecaux now gives creative teams and their clients brands more data and clearer insights for effective creative development – based on saliency, attention and emotional response.

This is not a point of view on award-winning creative ideas but the data of enhancing saliency and comprehension based on the visual arrangement of elements.

JCDecaux tested 50 pieces of creative for saliency (JCDecaux Optix), attention within an environment (Lumen) and emotional response (System 1); it has combined the learnings into 9 simple guidelines to improve effectiveness.

Reach out to Victoria at JCDecaux to see the full presentation