OOH creative effectiveness revealed with Polygraph launch

October 27, 2022 4:00

Retail brands using full motion dynamic creative on oOh!media’s network saw a 187% increase in buyers, results from Polygraph, a new proprietary creative effectiveness tool from oOh! has revealed.

Launched at oOh!s Outfront, Polygraph measures the impact OOH creative executions have on actual purchase behaviour, following analysis by Quantium of 130 previous oOh! campaigns.

Polygraph, from oOh!’s creative and innovation hub POLY, assessed key campaign features and attributes including context, colour, logo size, call to action, packshot, use of talent, video, number of creatives and more, to understand the key components of OOH creative success.

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

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