How creative quality can double the commercial impact of Out-of-Home.
In collaboration with System1 and Lumen, we developed three innovative methods of testing Out-of-Home creative using AI, Attention and Emotion, and the results enabled us to develop data-driven new creative best practice guidelines to help you create the perfect poster for better results across attention, landing brand and emotional engagement.
MAD//Fest 2023
Cannes Festival of Creativity 2025
At the Cannes Festival of Creativity, in partnership with System1, we revealed the results of 'Double Take', the first global study to connect Out-of-Home creative quality with emotional response and commercial impact. The research found that applying The Perfect Poster guidelines to your OOH campaign, delivers double the commercial impact.
Over 1000 Out-of-Home campaigns were evaluated using System1's Test Your Ad platform, scored across a number of metrics including emotional engagement and attention. These results were then matched against JCDecaux’s campaign brand lift evaluations, to reveal how emotion and branding drive brand and commercial effects in one of the world’s most powerful media channels.
Creative that followed The Perfect Poster best practice guidelines well, which aim to drive attention, land brand, and emotionally engage - saw significant uplifts in recall, brand recognition and key actions taken.
Andrew TindallAfter years of research, it's clear that OOH that puts on a show doubles the commercial impact. And JCDecaux screens are the perfect stage.
SVP, System1
Find out more about the research, findings and creative testing opportunities that can be applied to your campaigns.