creative insights in out of home 2014
DESCRIPTION
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
Shaping the moving world kineticww.com
Source: Kinetic Research
The more a creative is liked, the higher the creative recognition
High Creative LikeabilityMedium Creative LikeabilityLow Creative Likeability
Shaping the moving world kineticww.com
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
Shaping the moving world kineticww.com
Succinct Communication = Impact
“Take us” = 5 words “Jim” = 9 words
Source: Millward Brown tracking study
%
Shaping the moving world kineticww.com
Where there is long copy, choose environments with longer dwell times
Shaping the moving world kineticww.com
Source: Clear Channel research
13%
44%
A poster should be understood in 2-5 secs
Shaping the moving world kineticww.com
10%
45%Source: Clear Channel research
Clear Branding
Shaping the moving world kineticww.com
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
Shaping the moving world kineticww.com
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
Shaping the moving world kineticww.com
Size, colour, contrast and
position
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Logo 6% 17% 24%
Headline 3% 12% 11%
Recall 12% 28% 28%
Shaping the moving world kineticww.com
Source: Clear Channel research
9%
51%
Contrast
Shaping the moving world kineticww.com
These colour combinations are proven to enhance visibility:
Contrast enhances legibility and impact
Shaping the moving world kineticww.com
8%
47%Source: Clear Channel research
Colour
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Upper
Lower
135
65
attention index
Headlines are more effective lower down
Shaping the moving world kineticww.com
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
Shaping the moving world kineticww.com
AttractCommunicate
Associate
Attract
Communicate
Associate
Shaping the moving world kineticww.com
Consideration of the format, audience and environment
Shaping the moving world kineticww.com
Location and
environment can be used to
enhance cut through
Shaping the moving world kineticww.com
Large formats have more impact and are more effective when kept simpler
Shaping the moving world kineticww.com
Interactive campaigns work in areas of high dwell time
Shaping the moving world kineticww.com
But guidelines are made to be broken….
Shaping the moving worldShaping the moving world kineticww.com
Kinetic’s Creative Testing tools
Shaping the moving world kineticww.com
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