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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At the 2025 Cannes Lions International Festival of Creativity, System1 and JCDecaux, the global industry leader in outdoor advertising are revealing game-changing insights that will reshape how brands approach OOH creative.

This whitepaper draws on predictive testing of over 1,000 real-world OOH ads globally tested with more than 180,000 real people. Within that dataset, we conducted a creative effectiveness deep dive to uncover what drives emotional response and brand recognition in OOH. And, for the first time, we’ve linked System1 data with JCDecaux’s effectiveness data, connecting creative quality directly to real-world brand and business outcomes.

Be the first to access it:

Register now to receive the initial findings “How to Create the Perfect Poster”, and to receive exclusive access to the full research when it launches.

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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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