1. Creative Insights in Out of Home 2014

2. Shaping the moving world kineticww.com Source: Kinetic Research The more a creative is liked, the higher the creative recognition High Creative Likeability Medium Creative Likeability Low Creative Likeability

3. Shaping the moving world kineticww.com Effective Outdoor Creative needs… Succinct communication Clear branding Synergy and consistency with TV and other media Clear layout, colour and contrast Consideration of the format, audience and environment

4. Shaping the moving world kineticww.com Succinct Communication

5. Shaping the moving world kineticww.com

6. Shaping the moving world kineticww.com Succinct Communication = Impact “Take us” = 5 words “Jim” = 9 words Source: Millward Brown tracking study %

7. Shaping the moving world kineticww.com Where there is long copy, choose environments with longer dwell times

8. Shaping the moving world kineticww.com

9. Shaping the moving world kineticww.com Clarit y

10. Shaping the moving world kineticww.com Source: Clear Channel research 13%44% A poster should be understood in 2-5 secs

11. Shaping the moving world kineticww.com 10% 45% Source: Clear Channel research Clear Branding

12. Shaping the moving world kineticww.com Synergy and consistency

13. Shaping the moving world kineticww.com Synergy in creative across formats maximises OOH’s ability to elongate or amplify a full media campaign Kinetic Client Research 2013 Base: All respondents Post TV=450, Post TV and OOH=450

14. Shaping the moving world kineticww.com Synergy in creative across formats maximises OOH’s ability to elongate or amplify a full media campaign Post TV campaign Post TV and OOH AprMayJune 18152229613202731017 24 TV Activity OOH Kinetic Client Research 2013 Base: All respondents Post TV=450, Post TV and OOH=450

15. Shaping the moving world kineticww.com Consistency

16. Shaping the moving world kineticww.com Size, colour, contrast and position

17. Shaping the moving world kineticww.com Logo6%17%24% Headline3%12%11% Recall12%28%

18. Shaping the moving world kineticww.com Source: Clear Channel research 9%51% Contrast

19. Shaping the moving world kineticww.com These colour combinations are proven to enhance visibility: Contrast enhances legibility and impact

20. Shaping the moving world kineticww.com 8% 47% Source: Clear Channel research Colour

21. Shaping the moving world kineticww.com Upper Lower 135 65 attention index Headlines are more effective lower down

22. Shaping the moving world kineticww.com Copy A Copy B 61% 23% 9% 25% 15% 4%4% 9% 76% Copy B Left to right Copy A Copy B Unaided Brand Recall100 170

23. Shaping the moving world kineticww.com Attract Communicate Associate Attract C ommunicat e Associate

24. Shaping the moving world kineticww.com Consideration of the format, audience and environment

25. Shaping the moving world kineticww.com Location and environment can be used to enhance cut through

26. Shaping the moving world kineticww.com Large formats have more impact and are more effective when kept simpler

27. Shaping the moving world kineticww.com Interactive campaigns work in areas of high dwell time

28. Shaping the moving world kineticww.com But guidelines are made to be broken….

29. Shaping the moving world kineticww.com Kinetic’s Creative Testing tools

30. Shaping the moving world kineticww.com Aureus Mirage

31. Shaping the moving world kineticww.com How it works An algorithm examines an image of the ad in situ and in isolation, and evaluates it for anything that has been proven to attract attention: e.g. human faces, eyes, contrast, text. The system then produces a heatmap taking all of this into account, and quantifies particular zones of the artwork that will be most likely to capture attention in 3-5 seconds. Instant Calibrator Comparisons between different versions provides fast insight into which elements and layouts work best and how to optimize further

32. @kineticww Thank you