A recent study from Fiftyfive5 has shown that large format Out-of-Home advertising is proven to boost brand sentiment metrics as well as raise overall campaign awareness.
For JCDecaux, the study found that large format touchpoints have positively impacted consumer brand sentiment on four key measures, interest, trust, preference and consideration. The landmark study also aimed to find the value of JCDecaux formats when used in partnership with other media channels.
“This study confirms that Large Format is a strong channel for brand building, effectively improving brand ‘feeling’ or sentiment which ultimately improves long-term brand health,” says JCDecaux senior insights and strategy specialist, Victoria Parsons.
Study participants were shown a selection of multi-channel campaigns from several brands within the finance, food and drink, automotive, entertainment and communications categories to accurately determine any uplift in brand sentiment when JCDecaux large format is included as part of the wider media mix.
JCDecaux’s large format and airport format were also measured against TV, online, radio and newspaper channels to determine the value JCDecaux touchpoints add when partnered with other media outlets.
The study found that including JCDecaux Large Format in a campaign resulted in a:
- 52% uplift in interest/engagement
- 28% uplift in brand trust
- 42% increase in brand preference
- 33% increase in brand consideration
A particularly powerful result as brand growth is largely driven increasing penetration among non or light users of brands.
“These brand sentiments are important at the best of times, however with the renewed focus on emotional connections post COVID-19, the research findings will give advertisers even more confidence in using Large Format,” says Parsons.
“As we enter a period of economic hardship, leading marketing educators and experts continue to stress the importance of focusing on brand building and long-term effectiveness metrics to ensure a quick recovery and long-term success.”
Research shows that JCDecaux large format campaigns, when combined with other media channels, demonstrate similar positive impacts to brand metrics.
Large format in combination with TV, showed a 50% increase in brand interest/engagement, with radio there was a 56% increase in brand preference and with online there was a 16% increase in interest/engagement.
JCDecaux NZ country head, Mike Watkins says “As an intelligence and data led business, we are committed to conducting local research projects in New Zealand to understand and demonstrate to advertisers how JCDecaux touchpoints impact audiences and increase campaign effectiveness.”