creative insights in out of home 2014
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Creative Insights in Out of Home 2014. The more a creative is liked, the higher the creative recognition. High Creative Likeability. Medium Creative Likeability. Low Creative Likeability. Source: Kinetic Research. Effective Outdoor Creative needs…. Succinct communication Clear branding - PowerPoint PPT PresentationTRANSCRIPT
Creative Insights in Out of Home 2014
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Source: Kinetic Research
The more a creative is liked, the higher the creative recognition
High Creative LikeabilityMedium Creative LikeabilityLow Creative Likeability
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Effective Outdoor Creative needs…
• Succinct communication
• Clear branding
• Synergy and consistency with TV and other media
• Clear layout, colour and contrast
• Consideration of the format, audience and environment
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Succinct Communication = Impact
“Take us” = 5 words “Jim” = 9 words
Source: Millward Brown tracking study
%
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Where there is long copy, choose environments with longer dwell times
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Source: Clear Channel research
13%
44%
A poster should be understood in 2-5 secs
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10%
45%Source: Clear Channel research
Clear Branding
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Synergy in creative across formats maximises OOH’s ability to elongate or amplify a full media campaign
Kinetic Client Research 2013Base: All respondents Post TV=450, Post TV and OOH=450
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Synergy in creative across formats maximises OOH’s ability to elongate or amplify a full media campaign
Post TV campaign Post TV and OOH
Apr May June
1 8 15 22 29 6 13 20 27 3 10 17 24
TV Activity
OOH
Kinetic Client Research 2013Base: All respondents Post TV=450, Post TV and OOH=450
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Size, colour, contrast and
position
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Logo 6% 17% 24%
Headline 3% 12% 11%
Recall 12% 28% 28%
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Source: Clear Channel research
9%
51%
Contrast
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These colour combinations are proven to enhance visibility:
Contrast enhances legibility and impact
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8%
47%Source: Clear Channel research
Colour
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Upper
Lower
135
65
attention index
Headlines are more effective lower down
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Copy A
Copy B
61%
23%
9%
25%15%
4%
9%
76%
Copy B
Left to right
Copy A
Copy B
Unaided Brand Recall 100 170
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AttractCommunicate
Associate
Attract
Communicate
Associate
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Consideration of the format, audience and environment
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Location and
environment can be used to
enhance cut through
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Large formats have more impact and are more effective when kept simpler
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Interactive campaigns work in areas of high dwell time
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But guidelines are made to be broken….
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Kinetic’s Creative Testing tools
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How it works
An algorithm examines an image of the ad in situ and in isolation, and evaluates it for anything that has been proven to attract attention: e.g. human faces, eyes, contrast, text.
The system then produces a heatmap taking all of this into account, and quantifies particular zones of the artwork that will be most likely to capture attention in 3-5 seconds.
Instant CalibratorComparisons between different versions provides fast insight into which elements and layouts work best and how to optimize further
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