JC Decaux launches new proprietary creative effectiveness tool OPTIX
JC Decaux has launched JC Decaux OPTIX, a new proprietary creative effectiveness tool that uses machine learning to review the visual effectiveness of creative and predict performance.
OPTIX was created with the Out-Of-Home (OOH) provider’s data science team, and will assist advertisers understand what elements of their creative are driving the most audience engagement and viewer attention.
JC Decaux provides saliency heatmap reports to its advertisers pre-campaign, and with the use of OPTIX, will assist them to identify elements such as call to action and branding for improvement to effectiveness.
JC Decaux CMO Essie Wake
JC Decaux chief marketing officer, Essie Wake, said: “We have a long history of bringing audience intelligence and insight capabilities to the market so that our partners can have confidence in their Out-of-Home campaigns running across the JC Decaux network.
“But we know that media placement is only part of the equation – the creative is equally critical, and this is an area in which we can now help.”
Wake explained that OPTIX would now complement the company’s data abilities “by building a more powerful link between quality media and creative impact”.
“JC Decaux now operates as a marketing intelligence and technology ecosystem, with a suite of data tools and capabilities across the entire planning, booking and delivery process, offering our advertising partners customisable support at every stage of their campaign. “
JC Decaux chief commercial officer, Max Eburne, added: “The launch of JC Decaux OPTIX shows our continued commitment to delivering the very best experience for our partners.
“JC Decaux OPTIX was launched alongside a suite of other product initiatives, such as targeting, for JC Decaux’s Transit advertisers.”
Last month JC Decaux released national audience data that showed Australians are back in public spaces and viewing OOH advertising at levels not seen since before the COVID pandemic struck.
The company also recently announced the appointments of Kristian Muhllechner and Rob Sloan to the joint role of state sales directors for Victoria.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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