AUCKLAND, Today: JCDecaux has dropped new research showing premium Out-of-Home formats, like LARGE FORMAT and SMARTFRAME, spark stronger subconscious responses that can influence what people buy later.
This is the third wave of neuroscience work by JCDecaux, created with Neuro-Insight, and it dives deeper into how OOH formats engage the brain and drive decision-making.
Victoria Parsons, Strategy & Insights Director at JCDecaux NZ, says the data shows format and quality seriously matter when it comes to impact. “Our latest research gives brands clear evidence that quality and format matter.
Not all Out-of-Home formats perform equally – size, elevation, impact and proximity to the road, all play a key role in cutting through during the brief roadside viewing window.
We saw that larger, premium formats created stronger, lasting impressions that influence future decisions. In a cluttered media landscape, that kind of cut through is essential.”
The study tested real campaigns from McDonald’s, The Warehouse and Persil — comparing JCDecaux formats with others to see how the brain reacts.
LARGE FORMAT came out on top for memory encoding and engagement — averaging a peak memory score of 0.81, well above the effectiveness benchmark of 0.70.
“These design features appear to maximise visual processing and emotional resonance, which are critical for brands wanting to drive memorability in Out of Home environments.” – Brian Hill
SMARTFRAME, one of JCDecaux’s newest formats, scored the highest emotional intensity — 12% more than Large Format and 15% more than Street Furniture.
It also topped visual attention scores — a big deal, since visual processing is what kicks off memory encoding and later influences recall.
SMARTFRAME was assessed with neuroscience for the first time and triggered a distinct neural response — proving its unique role in solo or integrated campaigns.
“SMARTFRAME delivered the strongest emotional intensity and visual responses in the study, likely due to its close roadside placement, portrait orientation and elevated positioning,” added Brian Hill, General Manager, APAC Neuro-Insight.
“These design features appear to maximise visual processing and emotional resonance, which are critical for brands wanting to drive memorability in Out of Home environments.”
The research also backed format combinations — with large formats helping boost the overall performance of smaller ones.
This latest wave continues JCDecaux’s commitment to insight-driven tools that help brands make smarter media choices — and get stronger results out in the real world.
Share this Post
