Creative Insights in Out of Home 2014

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

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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



Succinct Communication



Succinct Communication = Impact

“Take us” = 5 words “Jim” = 9 words

Source: Millward Brown tracking study

%



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



Clarity



Source: Clear Channel research

13%

44%

A poster should be understood in 2-5 secs



10%

45%Source: Clear Channel research

Clear Branding



Synergy and consistency



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


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bD-_CequSVZxzM&tbnid=TOWNwZPzE5dAQM:&ved=0CAUQjRw&url=http://www.milkpoint.com.br/cadeia-do-leite/marketing-do-leite/danone-contraataca-lancando-danio-85633n.aspx&ei=i5jFUoyTG6O80QWy24GIDg&bvm=bv.58187178,d.ZG4&psig=AFQjCNEohQ6-dQIl-Ur2mbS19Xn1E9ZZNg&ust=1388767724787718


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



Consistency



Size, colour, contrast and

position



Logo 6% 17% 24%

Headline 3% 12% 11%

Recall 12% 28% 28%


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3GPRRgNfLNojoM&tbnid=HWWE7jpEM5WRWM:&ved=0CAUQjRw&url=http://www.informededinburgh.co.uk/home-property/getting-the-best-from-trades-people/&ei=lp_GUsqVGqS50QWilYDwDQ&bvm=bv.58187178,d.ZG4&psig=AFQjCNEjVUC_JtDiQuoIpB7IXOTXHwbMig&ust=1388835076132369




Source: Clear Channel research

9%

51%

Contrast



These colour combinations are proven to enhance visibility:

Contrast enhances legibility and impact



8%

47%Source: Clear Channel research

Colour



Upper

Lower

135

65

attention index

Headlines are more effective lower down



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



AttractCommunicate

Associate

Attract

Communicate

Associate



Consideration of the format, audience and environment



Location and

environment can be used to

enhance cut through


http://img461.imageshack.us/img461/5566/peugeotmt6.jpg


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



Interactive campaigns work in areas of high dwell time



But guidelines are made to be broken….


Shaping the moving worldShaping the moving world kineticww.com

Kinetic’s Creative Testing tools



Aureus Mirage



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


@kineticwwThank you

Creative Insights in Out of Home 2014

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