No images? Click here Welcome to JCDecaux INFORM - a quarterly resource for industry decision makers, sharing the latest in Out-of-Home effectiveness research. It is a little surprising how fast 2021 is progressing. After a disruptive start in Auckland, it's now almost the end of H1. Lockdowns appear to be behind us as we start to see the local vaccine rollout. It’s great to see a strong Out-of-Home sector and the opening of the Trans-Tasman and Cook Islands bubbles. During Q1 I’ve been meeting strategy teams, sharing our research plans for 2021 and introducing OPTIX, JCDecaux’s visual impact tool (more info below). Here's a quarterly update on the JCDecaux Intelligence roadmap, plus some new effectiveness studies I've noted. Please pass this newsletter onto anyone who may find the content interesting. Victoria Parsons JCDecaux OPTIX: JCDecaux visual saliency predictions based on the Oxford University SALICON model.In late April JCDecaux NZ launched OPTIX, our new visual saliency prediction tool that provides heat mapping of Out-of-Home creative attention. For those curious about the data inputs, the link below provides more detail. Based on this model, JCDecaux’s Data Science Team developed our own proprietary tool; we’ve had extremely positive feedback so far. If you’re yet to see a demonstration, please reach out here. The last broadcast medium: Outdoor offers the same properties as peak TV.Ocean Outdoor, a UK Large Format champion, has commissioned four pivotal Neuro studies analysing Out-of-Home effectiveness. Its latest research looks at how evolving movement and media trends have resulted in key sites offering a ‘prime time peak TV effect’. As we plan our own Neuro study for 2021, it’s interesting to see how other markets are unearthing actionable Neuro insights. Does mental availability matter in the digital age?Online shopping in New Zealand has increased y 11% in the last 12 months, after lockdowns disrupted normal retail habits. In the age of digital convenience it's timely to reconsider the role of mental availability in driving brand choice. Presented by the marketing body for UK national newspapers, this 2020 study is an insightful deep dive in shopping habits. As a mass media, Out-of-Home too is an ideal channel to build and retain mental availability to influence physical and digital shopping. JCDecaux worldwide: Airport sentiment trackerAs our trans-Tasman bubble heats up, and international vaccine roll outs reach critical mass, the JCDecaux Airport sentiment tracker will be regularly updated with traveller sentiment. A good resource to share with clients as we start to open more international bubbles in H2 2021. Conversations with strategists: Large Format playbookRecent conversations with agency strategists highlighted a desire for us to bring together all our effectiveness research and share how Large Format can be used for brand objectives over and above brand building and examples of brands doing this well. Gary will be in touch soon to set up agency sessions. JCDecaux New Zealand Intelligence - coming soonJCDecaux Airport Effectiveness Research Study We’re working with Jaguar, Spark, ANZ and MAS Insurance on an effectiveness study in JCDecaux Domestic Airports. We plan to share this research with the market in August.
JCDecaux Intelligence Neuroscience Study Scoping continues as we confirm partners and timings for our Out-of-Home digital priming Neuro fieldwork. We plan to share this research with the market in November. © JCDecaux New Zealand, 2020 |