Welcome to JCDecaux INFORM – a quarterly resource for industry decision makers, sharing the latest in Out-of-Home effectiveness research.

And just like that, it’s almost December. The last INFORM newsletter was sent in the first week of lockdown and now the end is in sight and we have a timeline for our borders. Our industry bounced back quickly in 2020 so we anticipate the same over the coming weeks. 

Here’s some interesting effectiveness content looking forward to 2022; attention, perceived value and three neologisms to add to the ever increasing advertising lexicon - priming, cookieless and outernet.   

Is it too early for Merry Christmas? Merry it will be when we can enjoy the long-awaited traditional, outdoor Kiwi summer.

Victoria Parsons
Senior Insights and Strategy Specialist
JCDecaux New Zealand

JCDecaux Airport: New Zealand findings in global Perceived Value study

In 2014, JCDecaux UK commissioned a study in which consumers were shown fictitious brands in a range of media environments and asked the price they’d expect to pay i.e. the perceived value. Brands seen on airport touchpoints commanded the highest prices.

Seven years on, the same fictitious brands were updated and researched, with a New Zealand sample included. We were interested to see how a changing digital landscape could influence outcomes. Get in touch with Matt Kum as he’d love to share results and discuss Airport opportunities with the MIQ and international border announcement yesterday.

Attention and priming in a cookieless future

Earlier in 2020, we shared the Justin Gibbons/ JCDecaux book P2+C=5 (the formula for media planning post COVID). Want one? Request a copy here. The main theme: the most effective campaigns harness the combined power of public and private screens. The collaboration continues with P2+C=6, The New Different; expanding the P2 thinking to understand how priming digital with a public screen is necessary in a ‘cookieless future’. JCDecaux has worked with Lumen Research for many years to understand attention. This 2018 study defines a common currency across media. The updated study in The New Different shows how Out-of-Home influences attention in other media. 

When copies of P2+C=6 arrive in New Zealand, we’ll let you know.

Our own priming study:
JCDecaux New Zealand neuroscience

A serendipitous outcome that we were running a digital priming study in New Zealand as the JCDecaux global research was released. Initially planned for November, we will delay sharing results until early 2022 due to closed offices. What we can tell you is that a positive, and in some campaigns, considerable improvement was seen in the mobile creative performance, when primed with Large Format.

Vic will reach out to strategists in January and Gary will book agency presentations for February.

JCDecaux New Zealand Intelligence:
upcoming projects

During November and December we are undertaking a behavioral study to understand the subconscious influence of brand codes in building mental availability.

Results will be released to market in Q1 2022.

More from JCDecaux around the world

'Moments for Trust' research study - understanding trust in a post-COVID world, and the media channels that can help build this for brands.

'Staying on' analytics study - review of brands that didn't pause advertising during UK lockdowns. Useful resource for clients.

International Out-of-Home research

Updated ‘What we know about Out-of-Home’ research – WARC summary of recent Out-of-Home effectiveness studies. Another new jargon term – outernet (vs internet).