Out-of-Home (OOH) advertising is undergoing a significant transformation with JCDecaux’s introduction of their new brand positioning, “Be Seen. Be Remembered.” This strategy, presented during the company’s 2025 Perth Upfront event at The Maali at Perth Zoo, seeks to revolutionize the effectiveness of OOH advertising campaigns by driving genuine business outcomes for brands. The event, spearheaded by key executives such as CMO Essie Wake and co-CEO Max Eburne, highlighted JCDecaux’s dedication to enhancing the impact of OOH advertising through creative impact, precise planning, and stringent accountability.
Enhancing OOH Campaign Outcomes
During the presentation, executives emphasized that the real challenge in OOH advertising is not just visibility but achieving meaningful audience engagement and influencing behavior. System1’s insights underscore that a significant portion of OOH exposures fail to achieve brand recognition or emotional engagement, prompting JCDecaux to focus on four critical drivers of effectiveness: portfolio quality, creative impact, sophisticated planning, and meaningful measurement. These elements form the core of their strategy to drive OOH campaigns beyond mere visibility.
JCDecaux’s partnership with System1 has yielded critical findings from 85 Australian case studies, detailed in the company’s “Complete Guide to Creative Effectiveness.” This guide serves as a valuable resource for brands aiming to maximize their OOH campaign impact. The guide emphasizes the importance of creative effectiveness, supporting the notion that successful OOH campaigns must forge strong emotional connections and clear branding to double their commercial impact.
Additionally, JCDecaux’s proprietary tool, JCDecaux OPTIX, plays a pivotal role in this new strategy. OPTIX provides actionable insights through a heat map, allowing clients to estimate the saliency of their creative content. This tool is particularly beneficial for WA clients, who can refine their creative strategies based on the tool’s feedback, ensuring that their campaigns achieve the desired impact.
Accountability and Measurable Outcomes
The growing demand for accountability and measurable outcomes in advertising has pushed JCDecaux to ensure that OOH campaigns do more than capture attention—they must drive measurable results. By leveraging their extensive network and category expertise, JCDecaux aims to engage audiences effectively. Their advanced measurement tools are designed to track the success of these campaigns, providing brands with the assurance that their investments are yielding tangible outcomes.
Chris Howatson, Founder of Howatson+Co, supports the idea that OOH should be a foundational channel for numerous campaigns. He commends JCDecaux’s evolved approach, praising its simplicity in achieving advertising effectiveness through the “Be Seen. Be Remembered.” positioning. This approach emphasizes the importance of understanding audience behavior and leveraging data to create campaigns that resonate on a deeper level.
Speakers at the event outlined the company’s commitment to continuous testing, learning, and collaboration to optimize OOH campaigns. The ultimate goal is to ensure that every campaign stands out in public spaces, engages audiences, and drives significant results. This commitment is reflected in their strategic initiatives, which prioritize creative impact, meticulous planning, and accountability, ensuring that brands achieve remarkable outcomes.
Creative Impact and Strategic Planning
JCDecaux’s new brand positioning underscores the importance of creative impact in OOH advertising. The insights derived from their partnership with System1 are instrumental in helping brands understand the key components of effective creative content. By focusing on elements that resonate emotionally and provide clear branding, advertisers can significantly enhance their campaign’s commercial impact. The “Complete Guide to Creative Effectiveness” serves as a comprehensive resource for brands to develop strategies that ensure their OOH ads are not only seen but remembered.
Sophisticated planning is also a cornerstone of JCDecaux’s strategy. The company leverages its proprietary tools and vast network to achieve precision in campaign planning. This involves selecting the right locations, timings, and formats to ensure maximum visibility and engagement. The focus on planning ensures that every aspect of an OOH campaign is optimized to achieve the desired outcome, making it a crucial element of the overall strategy.
The Future of OOH Advertising with JCDecaux
Out-of-Home (OOH) advertising is experiencing a significant transformation with the introduction of JCDecaux’s new brand positioning, “Be Seen. Be Remembered.” This approach, unveiled at the company’s 2025 Perth Upfront event held at The Maali at Perth Zoo, aims to revolutionize the effectiveness of OOH campaigns by driving meaningful business outcomes for brands. The event featured key executives, including CMO Essie Wake and co-CEO Max Eburne, who emphasized JCDecaux’s commitment to advancing the impact of OOH advertising. They highlighted crucial aspects such as creative impact, precise planning, and stringent accountability. By leveraging these elements, JCDecaux aims to enhance the visibility and memorability of brand messages in the outdoor advertising space. This strategy demonstrates the company’s dedication to innovation in the ever-evolving advertising sector, ensuring brands achieve significant exposure and lasting impressions through meticulously crafted OOH campaigns.
