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Creative Insights in Out of Home 2014

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

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Creative Insights in Out of Home 2014

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  1. Creative Insights in Out of Home 2014

  2. The more a creative is liked, the higher the creative recognition High Creative Likeability Medium Creative Likeability Low Creative Likeability Source: Kinetic Research

  3. 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

  4. Succinct Communication

  5. Succinct Communication = Impact “Take us” = 5 words “Jim” = 9 words % Source: Millward Brown tracking study

  6. Where there is long copy, choose environments with longer dwell times

  7. Clarity

  8. A poster should be understood in 2-5 secs 13% 44% Source: Clear Channel research

  9. Clear Branding 45% 10% Source: Clear Channel research

  10. Synergy and consistency

  11. Synergy in creative across formats maximises OOH’s ability to elongate or amplify a full media campaign Kinetic Client Research 2013 Base: All respondents Post TV=450, Post TV and OOH=450

  12. Synergy in creative across formats maximises OOH’s ability to elongate or amplify a full media campaign Post TV and OOH Post TV campaign Kinetic Client Research 2013 Base: All respondents Post TV=450, Post TV and OOH=450

  13. Consistency

  14. position Size,colour,contrastand

  15. Contrast 9% 51% Source: Clear Channel research

  16. Contrast enhances legibility and impact These colour combinations are proven to enhance visibility:

  17. Colour 8% 47% Source: Clear Channel research

  18. Headlines are more effective lower down attention index Upper 65 Lower 135

  19. Left to right 9% 9% 61% 25% 15% 76% Copy B 23% 4% Copy B Copy A

  20. Attract Attract Communicate Associate Communicate Associate

  21. Consideration of the format, audience and environment

  22. Location and environment can be used to enhance cut through

  23. Large formats have more impact and are more effective when kept simpler

  24. Interactive campaigns work in areas of high dwell time

  25. But guidelines are made to be broken….

  26. Kinetic’s Creative Testing tools

  27. AureusMirage

  28. Instant CalibratorComparisons between different versions provides fast insight into which elements and layouts work best and how to optimize further • 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.

  29. Thank you

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