Creative in OOH - Talon Outdoor · SMARTER BRANDS USING OOH CONTEXTUALLY Source: Talon analysis of...

FOR A LANDSCAPE OF POSSIBILITIES

CREATIVE INSIGHTS IN OUT OF HOME


Effective Outdoor Creative is…

Succinct & Simple Communication

Synergy with the other media & overall Communication

Legible

Clear branding

Colour and contrast

An effective layout


How OOH Advertising Works

Category Effect

London vs. National

TV Spend

GRPs

Proximity / Relevance

Creative

Little /

no effect

Quite influential

Very influential

• Creativity and strong link to brand

• Weight of Campaign• Quality of OOH Planning

Source: Millward Brown/ Clear Channel

What are the important factors in driving awareness ……


BRANDING – ensure its clear & identifiable


COLOUR & CONTRAST – ensure the message stands out


CONTRAST GUIDELINES

Contrast significantly enhances legibility and impact

Good Contrasting Colours

Bad Contrasting Colours


CLARITY / LEGIBILITY of text in creative


SIMPLICITY ….


Processing Ads & Insights into Composition


Getting your Message across ..

What makes a “good” poster can be hard to quantify. Each brand is different – and there are always exceptions to every rule.

For the entire communication message to be translated, the consumer must be able to associate with the brand.

The following poster constructs are guidelines only, to help enhance the poster creative, and make it work harder in the OOH space.


Attract(key visual)

Communicate(key communication)

Associate(brand)

The Poster Creative Construct


Attract (the key visual)

The Key Visual plays an integral role in attracting someone into a poster and in communicating the rest of the message:

Size, Colour and all have huge impact on success

Position


“I like the poster”

56% 69%

Attract : Right vs Left ?


Attract : Right vs Left ?

Unaided Brand Recall

100 (index) 170 (index)


Attract

Best position for the Key Visual is to the left – allowing a natural scan through the poster.

Key Visual should attract but not over dominate.

People, eye-contact, intrigue, colour all add to the attractiveness of a key visual and draw people in.


Communicate

2 seconds exposure = 5 - 7 words

max!

Plain rather than cursive fonts

ensuring wording can be

recognised and ensuring the font

is large enough to be read

straight away.

Contrast is hugely important –

make sure the words stand out

from the background.


Communicate – Few Words in the Right Place

+31% “easy to understand” +40% prompted brand awareness

Vs


Associate (brand)

For the entire communication message to be properly absorbed, the consumer must be able to make the association with the brand.

To achieve this The Key Visual, Communication and Branding must all work in conjunction with each other.


Associate – ensure your brand stands out

Clearer Branding delivers +33%

prompted brand awareness

Vs


Nuances of where to attract the eye, where to communicate the message, and where to associate the brand


Main Findings

People are attracted to the clearest images, so beware of clutter.

Best Brand/ logo position is right or top to allow maximum absorption when scanning through the poster, and lasting memory.

The Key Visual plays an integral role in drawing someone into a poster and help communicate the rest of the message. Its is important the Key Visual attract but not over dominate.

General content best on the left, ie key visual.

Ideally 5-7 words max.

Use clear fonts

Ensure the Brand / Product stands out and wont be missed.


Industry tools to help achieve the perfect poster


TalonVista

The TalonVista tools (accessed via www.talonoutdoor.com), allows you to upload your own creative and view it in situ.

Select a format, 6 sheet, 48 sheet or 96s and upload your creative.

A 360 viewer allows you to scroll around the environment to see how the poster will look.

A distance viewer also enables you to look at the creative both close up and far away to ensure the branding & communication elements are clearly visible.

http://talonoutdoor.com/our-creative-landscape/creative-visualisation-tool/


JCDecaux : OC-Optimiser

OCOptimiser uses an online panel to pre-test Outdoor creative. The respondents are exposed to street scenes containing posters showing the artwork. Their eye movements are tracked and they are asked a series of questions relating to brand and product recall, liking, understanding and campaign communication.

The panel research provides scan paths and heat maps:– Scan Paths: How the eye made its way to the poster– Heat Maps: Identified areas of eye concentration/engagement

The potential to measure:– Brand and Product recall– Areas of interest for the consumer.– Prompted recognition.– Levels of liking, understanding and clarity of creative.– Levels of contact; how many consumers notice a particular poster element

and for how long.

The can be arranged for any campaign at a slight cost

ScanPath HeatMap


Primesight : PrimeDesign

• An insight into how effectively your creative commands visual attention within the first few seconds of impact

• The brain determines the priority of what is or isn’t seen within a certain amount of time. This process is based on visual clues such as shape and colour.

• There are certain things pre-wired within our neural architecture that are likely to gain attention within the first 3-5 seconds of viewing.

O X O X O O O X X O O X X X O O XO O X X O X O X O X O X O X O X OO X X X O X O X O X O O X O O X OX O O O O X O O X O X O X O X O XO X O X X O O X O X X O O X X O XO X O X X O O X X O X O X O O X OO X X X O O X X O O X O X O X O XO X O X O X X O O X O O X O O X OX X O O X O X O X O X X O X O X OX O X O X O O X X O O X O X O X OX O O X O X O X O X X O O X O O XO X O X X O X O O X O O X O X X OX X O O X O X O O X X O X O X O O

• The Create tool uses special Visual Attention algorithms to identify which components of a creative will draw attention. This enables advertisers to ensure the important part of the poster is the bit that will be looked at.


Digital creative guidelines


DIGITAL 6S VS STATIC – IMPACT OF DIGITAL ON EYEBALL CONTACTS

Source:EyeTrackingDigitalOOHstudy;JCDsalesanalysis

Animation / Motion +10%

Moreattentionforanimatedcreativeoverstaticandfilm

Bestexamplegenerated+24%impactforpart-animatedcopy

Fullvideolosesattentionandimpact

Studymeasuresactualcontactsviaface-tracking


THE PRESENCE OF LIMITED ANIMATION OFFERS CLEAR IMPACT BENEFITSTATIC DIGITAL COPY VS ANIMATION AND VIDEO

CONTACT AVERAGE ACROSS 9 CAMPAIGNS

Moreattentionforanimatedcreativeoverstaticandfilm

Bestexamplegenerated+24%impactforpart-animatedcopy

Fullvideolosesattentionandimpact

Studymeasuresactualcontactsviaface-tracking

Source:EyeTrackingDigitalOOHstudyinmallsClearChannel,various


CLEAR CHANNEL CASE STUDY – MAY 2016 – EFFECTIVE IN COMBINATION


REAL TIME AND DATA EFFECT – INCREASINGLY RELEVANT AND GIVES US THE AMMUNITION TO DRIVE SMARTER ENGAGEMENT


CONTEXT IN OOH: CARLSBERG – ARE YOU BEER BODY READY?


GOOGLE DRIVING CONTEXT AROUND THE WIMBLEDON TENNIS


SMARTER BRANDS USING OOH CONTEXTUALLY

Source: Talon analysis of campaigns across various metrics including sales, call to action, brand perception, consideration and awareness,

versus OOH. 20 key measures across campaigns 2013-15, based on 100+ statements/questions

+30% across action, sales, consideration, awareness and

perception metrics

+44% driving behavioural change (action metrics)

+20% for perception and relevance shifts

Amplifying fame and reach and connecting on key metrics, real-time data, social media and locational factors


Incremental sales uplift from OOH, digital OOH and store proximity

19

15

20 20

28

32

18

0

5

10

15

20

25

30

35

Sales+%uplift

+19% +24%

Source: JCDecaux; DunnHumby 2014/5

Creative in OOH - Talon Outdoor · SMARTER BRANDS USING OOH CONTEXTUALLY Source: Talon analysis of...

Documents

Transcript of Creative in OOH - Talon Outdoor · SMARTER BRANDS USING OOH CONTEXTUALLY Source: Talon analysis of...