JCDecaux UK: The moments of truth

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

Summary

A landmark three-stage collaborative research study proving the effectiveness of using contextually relevant messaging in Digital Out-of-Home advertising (DOOH).

The challenge was to educate the marketing industry on how to maximise DOOH performance, with DOOH accounting for 50% of all OOH revenue, yet in 2019 only 8% of campaigns utilised the benefits of contextually relevant messaging.

So, for the first time ever, two Out-of-Home media owners, JCDecaux UK and Clear Channel, formed a cross-industry collaboration with specialist Posterscope. Three innovative research specialisms of neuroscience, eye-tracking, and sales analysis were used alongside collaborations with clients and a renowned behavioural scientist....

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