OOH creative containing distinctive brand codes delivers 13% uplift: JCDecaux NZ

July 26, 2022 9:13

Out-of-home media company JCDecaux New Zealand has released the results of its latest proprietary research project, which revealed that out-of-home creative incorporating distinctive brand codes – including logo, colour, shape, tone of voice, and style of imagery – averaged a 13% uplift in category mental availability versus weakly coded ads.

The study examined how using distinctive brand codes in out-of-home creative influences mental availability. Mental availability is one of the most important metrics for brands and is often under-measured compared with awareness or consideration. Mental availability predicts the propensity for a brand to come to mind in a buying situation versus simply being known.

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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