Brands that embrace Large Format Out-of-Home have greater trust, preference and consideration, New Zealand study proves
Investment in Large Format Out-of-Home has been proven to boost brand sentiment metrics, as well as raise overall campaign awareness, a new study reveals.
The study*, from independent research company Fiftyfive5, found that JCDecaux New Zealand’s Large Format touchpoints positively impact consumer brand sentiment or ‘feeling’ on four key measures. The landmark study was conducted with two key objectives: to understand whether JCDecaux’s touchpoints had incremental impact on brand feeling measures including interest/engagement, trust, preference and consideration, and the value of JCDecaux formats when used in partnership with other media channels.
Research participants were shown a selection of multi-channel campaigns for a range of brands in the finance, food and drink, automotive, entertainment and communications categories to credibly and independently determine any uplift in brand sentiment when JCDecaux Large Format is included as part of the wider media mix.
In addition, JCDecaux Large Format and airport formats were measured with TV, online, radio and newspaper channels to understand the value JCDecaux touchpoints add when used in partnership with other media channels.
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
The impact of seeing JCDecaux touchpoints was strongest among non-users of the brands measured, who showed a 68% uplift in interest and engagement, 37% uplift in brand trust and an impressive 100% uplift in consideration. Brand growth is largely driven by increasing penetration among non or light users of brands, so this result is particularly powerful.
“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,” JCDecaux Senior Insights and Strategy Specialist, Victoria Parsons, said.
“We believe that advertiser effectiveness is crucial to sustainable business for our clients and for JCDecaux, which is why researching how our formats connect with consumers is a key focus for our business. 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. 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.
“The significant uplift in brand sentiment comes down to the non-intrusive nature of the medium, and the frequency it delivers. Large Format enhances cityscapes and elevates brands, giving them tangibility in desirable locations.”
When JCDecaux Large Format campaigns are combined with other media channels, there are similar positive impacts to brand metrics. For example, when used in combination with TV, there was 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, said: “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.”
This study follows JCDecaux New Zealand’s eye tracking study last year which found that JCDecaux’s formats delivered greater attention and brand fame among consumers. For example, there was a 60% increase in delivering heightened attention, a 35% increase in longer viewing length, a 38% more average views and 75% uplift in unprompted brand recall.
Source: * Methodology: Research was conducted via an online survey among 1,000 New Zealanders aged 18+, with 700 nationally representative people based on age, gender and location and 300 people who had travelled to and/or visited Auckland, Christchurch or Queenstown airports between January – April 2019. Fieldwork took place in June 2019 and measured the impact of JCDecaux campaigns that were active between April to June 2019.
Uplift in interest/ engagement
Uplift in brand trust
Uplift in brand preference
Uplift in brand consideration