Out-Of-Home Advertising

With OOH advertising providing a higher reach than other major media, it’s no surprise that OOH spend surpassed more than $38 billion in 2023. Many brands are pushing the boundaries of creativity to make compelling OOH work, especially in digital OOH. But what’s the real secret to success? How can advertisers be confident that their highly visible creative will support brand building and drive market share growth?

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Research from System1 and JCDecaux, the global industry leader in outdoor advertising, showcases how to make the perfect digital poster. The best practices are derived from an analysis of more than 50 ads using three measures: JCDecaux’s VIM test that leverages AI to uncover how creative composition impacts focus of attention; Lumen’s testing on what people see when they view the creative in real-world environments; and System1’s Test Your Ad platform, which reveals how creative makes people feel and in turn, how effective it will be over the short and long term.

At the 2025 Cannes Lions International Festival of Creativity, System1 and JCDecaux will debut new global out-of-home research based on testing of 100+ real-world campaigns.

We found that when OOH creative is emotionally engaging and clearly branded, it doesn’t just stand out, it drives 2x the commercial impact.

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WATCH THE PRESENTATION

How to Create the Perfect Digital Poster

Andrew Tindall, System1 Global Partnerships, and Chris Felton, JCD Global insights, presented a preview of their partnership and industry first research at MAD/Fest 2023. Sonya Mooney, Communications Leads Specsavers, shared examples of how this research is already creating value for their business.

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Adwanted Media Research Awards 2025: System1 and JCDecaux lands Grand Prix

We picked up the award 'Best Custom Media Research Project — Media Owner' for our work with JCDecaux on creative testing

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