JCDecaux Launches OPTIX Ad Creative Analysis Tool

Outdoor advertising company JCDecaux Australia & New Zealand has launched a tool called OPTIX, giving advertisers an understanding of which elements of their creative are driving the most audience engagement and viewer attention.

Created in collaboration with the global JCDecaux data science team, OPTIX uses machine learning to review the visual effectiveness of creative, helping advertisers understand if their Out-of-Home creative is likely to attract the right amount of audience attention. JCDecaux can also provide saliency heatmap reports to its advertisers pre-campaign, and then OPTIX can be used to analyse elements such as call to action and branding, and increase message memorability, recognition and effectiveness.

CMO Essie Wake (pictured) says of the launch: 'We have a long history of bringing audience intelligence and insight capabilities to the market so that our partners can have confidence in their Out-of-Home campaigns running across the JCDecaux network. But we know that media placement is only part of the equation - the creative is equally critical, and this is an area in which we can now help'.

Web site: www.jcdecaux.com.au .