1. How is JCDecaux prepared to deliver OOH campaign KPIs to brands to justify the return on their media investment?
At JCDecaux, we believe that OOH media can impact consumer behaviour through all the layers of the marketing funnel. While historically it has been proven to effectively drive brand awareness and reach, targeting key touchpoints with action-driven messaging can drive performance at the middle & bottom of the funnel as well. Our premium communication platforms offer brands an opportunity to target a niche audience at relevant-in-real-life touchpoints along a consumer’s journey, in uncluttered environments, which are key components to a successful marketing mix. Indeed, ‘context’ is key. Additionally, JCDecaux Data Solutions, our ‘glocal’ data offering developed by in-house experts, are designed to help advertisers achieve their marketing objectives at every step of the campaign.
2. Can you elaborate further on your Data-driven offerings under JCDecaux Data Solutions?
JCDecaux Data Solutions are built around 3 core pillars – Optimise, Engage & Evaluate. When it comes to OPTIMIsE, brands, for instance, can leverage ‘’Creative Heatmap’’, a ground-breaking data-driven creative optimisation tool that leverages artificial intelligence to estimate the performance of an OOH campaign by understanding which elements of the advertising visual drives the most audience engagement and viewer attention. Advertisers can test multiple campaign artworks and adjust their creatives or some elements to achieve the desired objectives.
Under ENGAGE category, JCDecaux brands can create interactive experiences by leveraging our contextual messaging capabilities. By using ‘’Dynamic Content Solutions’’ in Dubai Airports, brands can customise & personalise their advertising messages based on live flights feed or DDF sales data, thereby creating relevant & efficient campaigns that are proven to increase ad effectiveness by 17% (Moment of Truth study, Posterscope Study 2020).
3. What solutions do you offer for brands to assess the impact of their campaigns?
One of the many reasons we have top-of-the-line brands partnering with us year-on-year is because we create long-lasting and sustainable partnerships backed by qualitative audience insights. Under the EVALUATE category, we offer brands the possibility to conduct post-campaign analysis to assess the impact of their campaign (brand lift, advertising recall, impact of the creative, etc.) based on their communication objectives. Recently conducted post-campaign survey for a luxury brand that advertised on our media on the iconic Jumeirah Road, with an objective to drive Dubai residents to their event, saw advertising recall of 66%. The campaign creatives delivered excellent salience and appeal, thereby driving intent to visit
the event.
4. How does OOH integrate into other brand communication channels, such as online advertising?
The complementary relationship between OOH and mobile has accelerated, giving brands access to more creative and targeted opportunities than ever before. Using digital OOH and mobile in conjunction pushes consumers through the funnel faster, ultimately delivering more value to the clients’ media investments. A restaurant chain in Dubai used the combination of an Instagram contest & our media in TECOM Business Communities to drive interaction, social engagement & walk-ins to their outlet. The results were remarkable as the brand revealed significant increase in the footfall & high engagement on Instagram stories and their followers during this activity.
