No images? Click here Welcome to JCDecaux INFORM – a quarterly resource for industry decision makers, sharing the latest in Out-of-Home effectiveness. Last Monday felt quite optimistic, with a hint of spring in the air. However, now we find ourselves in another lockdown which dampens spirits, despite the warmer weather. Here's some reading to inspire those summer campaigns when all of this is hopefully behind us. See you on the other side. Victoria Parsons Large Format PlaybookDuring August, we’ve been in agencies presenting our Large Format Playbook. This came about from talking to strategists during Q1 about more tactical roles for Large Format, over and above brand building, and how to validate the belief that Large Format can enhance other media metrics. Have a read – eight effective, mutually inclusive but distinct plays, with brand examples from NZ and across the globe. JCDecaux's summer of dataWe are working on a range of new data offerings for summer 2021/22. JCDecaux Programmatic is due to launch across our Large Format portfolio early 2022 (it’s being tested in JCDecaux Airport now). Later this year new data sources and additional Points of Interest for improved planning capability will be added to Calibre. Our last summer research piece showed heightened audience interest in contextual advertising, powered by data inputs; we’re looking forward to understanding how attitudes have shifted in the last 12 months as advertisers embrace growing data capabilities. From a global point of view, JCDecaux UK's "Moments of Truth" study looks at the contextual impact on brain response, recall and sales. We’d love to chat with you about JCDecaux Programmatic, Calibre data evolutions, and how these will benefit audience targeting capabilities. Contextual persuasion versus interruptionWe often see proximity to store (i.e. within 500m) as mandatory on briefs for Out-of-Home format and site selection. Human behaviour, feelings, time of day (or time full stop) are stronger influences into purchases, more so than advertising in the final moments. We like to talk to contextual persuasion on obligatory journeys as a more effective strategy that considers when Out-of-Home reaches people as part of the total decision journey. This 2021 OAAA study shows how Out-of-Home influences consideration for physical and digital sales over the entire customer journey. Local neuroscience study investigates how JCDecaux Large Format primes audiences for digital advertisingTiming was on our side with our Neuro field work ending mid-August. Collaborating with Neuro Insight, and brand partners Countdown, Trade Me and Trade Tested, our study evaluates the hypothesis that Large Format primes people for digital advertising from retail brands. Early findings will be with us late September and we hope to share these with the market in Q4. OMA Neuroscience – Neuro Impact FactorThe Outdoor Media Association of Australia (OMA) is on its own Neuro journey. Its multi-year, multi-million dollar study is complete. As a partner (JCDecaux AU) we’ve seen the early findings and we think the most interesting aspect is the link between Neuro Impact Score and shopping outcomes. You can register to hear the findings (a short 30-min webinar) on 9 September. Raising the bar in Out-of-Home media planningThis global study from JCDecaux UK (and partners) seeks to pinpoint the effectiveness and impact of Out-of-Home formats. Hot off the press, an August 2021 release. Get in touch if you need WARC articles downloaded. © JCDecaux New Zealand, 2020 |