When digital out-of-home results need explaining
Digital out-of-home advertising covers the digital screens and billboards people pass in streets, stations and shopping centers. Many media buyers still assume it can't be measured, or that it only builds awareness. Vistar Media, "the home of out-of-home," sets out to prove both wrong. Its EMEA measurement team, led by Annelijne Brouwer, Data Strategy Manager, EMEA, runs studies with external measurement partners, then adds its own analysis and recommendations for digital out-of-home. Asked whether the channel sits on the brand or the performance side, her answer is "everywhere."
But results alone didn't explain everything. When a campaign beat or missed expectations, the team wanted to know how much came down to the creative.
From design guidelines to proof clients can see
Vistar has long held that creative drives performance, and takes responsibility for it as well as for media. Its creative studio, led by Martine Hammink, VP Creative Studio & Creative Solutions, EMEA, built "The Art of Digital Out-of-Home," six to seven best practices drawn from neuroscience research and campaign effectiveness studies.
Neurons attention heatmaps make those creative consultations with clients even more impactful. Clients can now see the evidence behind each recommendation for themselves.
A common language for data teams and marketers
Most of Annelijne's conversations are data person to data person, or data person to campaign manager. Neurons lets her bring the creative into those conversations. She looks at how much attention the screen gets in its real setting, and how much of it goes to the logo or product, next to the campaign's ad recall and brand awareness.
"Clients are always thankful," she says. "Often they already suspected the logo wasn't prominent enough. Now they have the tools to take it to their creative teams." The same analysis now features when Vistar presents its measurement solutions to new advertisers.
A bigger logo, and brand awareness that kept climbing
For a consumer goods brand's quarterly campaign in France, the first brand impact study came back good, but not outstanding. Annelijne added a creative analysis to the report and walked the client through it. In the next run, the logo moved from the bottom to the top and tripled in size.
Brand awareness kept rising in the quarters that followed. The client now asks for a creative analysis with every brand study, and brought its Q4 campaign to Vistar before launch, with message association as a named goal. Message association rose over the year too, most clearly in that final run.
Link your out-of-home results to your ad design with Neurons
See where attention goes in your ads before launch, mid-flight or alongside your campaign results. Book a demo with our team.
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