The Power of Brand Codes to drive mental availability – JCDecaux Intelligence 2022

JCDecaux, in partnership with behavioural research firm NeuroSpot, has recently completed another Aotearoa-based study examining how distinctive brand code use in Out of Home can lead to more positive commercial outcomes for brands. In addition to attention and impact in the moment, effective out of home must be memorable and attributable – if it is not, brand’s cannot benefit commercially from the attention earned by creative.

 Leading marketing scientists at the Ehrenberg Bass Institute tell us that only 16% of people surveyed can correctly attribute ads they enjoyed the previous day – which means very little brand benefit results from the advertising investment. The challenge for Out of Home is amplified as we are an at-a-glance media, where brands only have 2 – 3 seconds to impact and influence brand perceptions; that leads to brand mental availability, driving future purchase decisions.

 This JCDecaux Intelligence study focuses on five categories/brands and analyses past Large Format creative with either weak or strong brand codes to understand how codes influence category mental availability (the strongest predictor of sales).

 If you want to hear the results of this study and inspiring and award-winning creative that uses distinctive codes to achieve attention, impact and strong brand attribution, register here for the webinar at 10 am on 14 July.

If you have clients and creative agencies who may benefit from more local research on the best creative approach in Out of Home please share this invitation with them.