No images? Click here Welcome back to 2021 (hopefully a less disruptive year) and introducing the first issue of JCDecaux INFORM, a quarterly resource for industry decision makers that shares the latest Out-of-Home effectiveness research from within the JCDecaux network, as well as other sources. For those I am yet to meet, I lead the strategy function at JCDecaux New Zealand in the Auckland office. As an ex-strategist in brand, media and client side CX, I am curious to understand the mechanics of Large Format. From a lens of behavioural economics, I am keen to learn (and share) how to best connect with audiences. Please feel free to pass this onto others who may find it useful. I look forward to meeting you in 2021 to share some of the bespoke local research we'll be commissioning to add to the collective understanding of the influence of Out-of-Home. Victoria Parsons 2020 recap. The best campaigns are emotive. Does Large Format achieve emotive connections?If you missed it, our study of NZ campaigns concluded Large Format recall resulted in brands that were more interesting (+52%), trusted (+28%) and preferred (+42%). Overall consideration was 33% higher. What’s the optimum frequency for Out-of-Home campaigns?One of my first questions when joining JCDecaux, this research digs into the mere exposure effect and the optimal frequency for emotional response. Do I notice ads more when I am running?Interesting findings that the act of moving makes people more receptive to Out-of-Home ads. Does digital Out-of-Home work better than static?Wave 4 of Ocean Outdoor’s ‘The Science of the Art of Outdoor’ looking at full motion digital Out-of-Home. JCDecaux Airport enables full motion Out-of-Home and we’re planning some interesting research in 2021 to understand its impact. In the moment. Can we increase engagement with contextual ads?Multi-brand research from the UK shows how utlising contextual advertising results in a +17% more effective audience response. JCDecaux New Zealand Intelligence - coming soonWe're putting the final touches on our report into post-COVID media habits, including a deep dive into people's evolving relationship with Out-of-Home formats. We look forward to sharing these findings soon. © JCDecaux New Zealand, 2020 |