Answering Machine

AUCKLAND, Today: JCDecaux AUNZ has announced the launch of an innovative new proprietary creative effectiveness tool, JCDecaux Optix.

Optix uses machine learning to review the visual effectiveness of creative to predict its performance.

Created in collaboration with the global JCDecaux data science team, Optix produces saliency heatmaps of creative, informed by data and deep machine learning technologies.

Auckland-based JCD senior insights & strategy manager Victoria Parsons said: “Optix identifies the elements of creative are attracting the most attention, giving advertisers the opportunity to make improvements to ensure more effective branding or a stronger call to action.

“JCDecaux has a long history of bringing audience intelligence and insight capabilities to the market so that our partners can have confidence in campaigns utilising our high-quality network.

“Media placement is only part of the effectiveness equation; distinct, fluent brand creative is required for gaining attention and ensuring memorability over the long term. Recognition and recall require that the creative is effective in terms of emotion, engagement and saliency.

“In a rapidly evolving world of escalating data importance, creative is still king.”

“Optix does not ‘judge’ the creative work or the messaging of a campaign; its role is to measure whether key branding or executional elements draw attention and are likely to be recalled.

“Optix works best when there are multiple executions to measure. We can compare the fluency of executions with heat mapping and recommend opportunities for improved recall. We’ve already been working with agencies to validate the outputs of this new tool, and our partners have been pleased with the results.”

JCDecaux sales director Gary Rosewarne (also Auckland-based) said: “JCDecaux Optix complements our data capabilities by building a more powerful link between quality media and creative impact.

“In a rapidly evolving world of escalating data importance, creative is still king.

“As creative agencies seek to balance overall creative synergy with what works best for out-of-home, we can help inform the latter, using Optix. The launch further expands JCDecaux’s suite of market leading tools and further demonstrates our commitment to propel our customers’ success in 2021 and beyond.”

About JCDecaux
JCDecaux is a leading global out-of-home media company, with more than 1 million advertising panels in 80 countries and 13,000 employees. For FY19, JCDecaux (founded in France in 1964) reported revenue of approximately €3890 million. JCDecaux’s Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.

• www.jcdecaux.co.nz