DOOH Advertising

Creative quality, positive emotion drive OOH effectiveness

Photo: eugen - stock.adobe.com

September 22, 2025

Creative quality and positive emotion are top behaviors that drive out-of-home advertising effectiveness. Strong consistent branding can also play a significant role in optimizing OOH impact.

Those are top findings from research released by System1 and JCDecaux that connects creative quality OOH advertising with commercial impact, according to a press release on the study.

The Double Take study was conducted in seven markets and found that when OOH creative sparks emotion and is clearly branded, it delivers twice the commercial impact.

"Being seen and remembered is key for brands. This global playbook is a first-of-its-kind analysis of the creative decisions and features that can be leveraged in Out-of-Home to earn lasting impact and drive real business outcomes," Andrew Tindall, SVP of global partnerships, System1 said in the release.

The study found creative quality delivers twice the commercial impact (conversion, store visit or website visit) and also boosts attention and memory. Campaigns that elicit positive emotions like happiness or surprise drive a positive 52% increase in commercial action.

"This is exciting research for brands, showing how clients can supercharge their results on Out-of-Home by optimizing the effectiveness of their creative work. Out-of-Home is now the big reach medium, providing a powerful and trusted platform for marketing communication that delivers real outcomes for clients," Chris Felton, director of commercial marketing at JCDecaux UK, said in the release.