How creative quality doubles the commercial impact of OOH advertising.
Double Take is the first global study to connect creative quality in OOH advertising with real commercial impact at scale. Drawing on System1's predictive testing of over 1.000 real-world OOH ads with more than 180.000 people globally, and for the first time linking that with JCDecaux's in-market efectiveness data, this landmark publication reveals how emotion and branding drive real-world results in one of the world's most powerful media channels.
This report lays out the five creative behaviours that separate the forgettable from the unforgettable, giving marketers a practical roadmap to make their OOH campaigns work harder, faster, and smarter.