Campaign optimization

Gain valuable insights to help you get the best results from your out-of-home advertising campaigns.

Media optimization with MARK

Take your campaign to the next level with MARK, Astral’s campaign optimization service. MARK provides Astral advertisers with strategic guidelines and insights during the two key stages of campaign planning: media optimization and visual optimization.

Recall studies show that successful OOH advertising campaigns are based on a well-articulated media strategy (media selection, target, weight, length), and on a visual appearance that meets certain specific criteria. Our experts will make sure that your OOH advertisements conform to best practices, resulting in more powerful and effective campaigns.

Media optimization

Media optimization via our exclusive geo-targeting system allows you to reach your target audience more efficiently, by  placing a large number of OOH advertising faces where they  live, work, shop, and play.

Who are your targeted customers?

To increase your sales, you need to understand your target audience. MARK creates a detailed portrait of your target clientele using Canada’s most robust databases. It precisely defines their socio-demographic and psychographic profiles, as well as their lifestyle, consumption habits, and buying intentions.

Where are they?

Through its exclusive partnership with G5, a North American leader in geo-targeting, MARK can retrieve information on consumers at a geographical scale as granular as a single  zip code. MARK is the only service in the OOH industry that gives you detailed, specific information about your clients and all facets of their lifestyle.

Which OOH products reach them most effectively?

After finding your target clientele, MARK will analyze Astral’s inventory distribution. We will then select advertising faces at the heart of these key geographic areas, so you can get the most from  your out-of-home advertising campaign.

Visual advertising optimization with MARK

MARK’s visual advertising optimization service analyzes imagery to show which elements will grab immediate attention. We will then provide you with tips  to optimize your designs for maximum impact.

Capture attention in just a few seconds

In out-of-home advertising, audiences are mobile and advertisers only have a few seconds to engage them. To successfully attract the eyes of passersby, OOH advertising campaigns must obey a few basic visual optimization rules.

Make your ad more visually attractive

Using software developed by 3M, MARK’s visual advertising optimization service helps you identify which key elements consumers will react to within the first three to five seconds of viewing your ad (slogan, image, and logo).

The visual sequence shows the most likely path the eye will follow when viewing the image. You can use MARK’s visual advertising optimization to adjust your ad’s layout, in order to increase or decrease the impact of certain elements.

This service is based on decades of vision science experience, and has a success rate greater than 90% in simulating the human eye’s actual behaviour.

Visual advertising optimization guide: Seven rules to attract attention in the first three to five seconds

Because audiences that view out-of-home advertising are mobile and on the go, you typically only have three to five seconds to grab their attention. This means that making a strong first impression is critical to your campaign’s success. You need to be noticed before you can persuade your audience to consider your brand. These seven rules will help you create a great first impression:

1. Convey a single key message

Focus on a single key idea that will convey your brand’s message, and do it briefly. Research shows that while large amounts of text delay product identification, short headlines enhance creative appeal. Use no more than seven words, include a powerful image, and remove all unnecessary elements.

2. Be legible

Use clean,  simple, bold fonts. Avoid “decorative” fonts, as they are harder to read from a distance. A text written in uppercase and lowercase letters is more pleasing to the eye than a text written in uppercase letters only. You can validate the chosen typefaces/fonts using Astral’s distance test.

3. Use colours and contrast wisely

Research shows that high colour contrasts enhance legibility. Tone-on-tone and certain colour combinations reduce legibility, and should therefore be avoided. The stronger the contrast, the easier it is to read text from a distance.

4. Clearly integrate the message with your brand

There is a strong correlation between clear branding and product identification. Remember that you only have a few seconds to identify your brand and convey your message. Does your ad clearly identify your brand? Is your logo visible from a distance? Our experience with street furniture shows that key messaging and logo placement in the upper third of the ad enhances ad recall.

5. Achieve visual balance

Make sure the key visual elements of your ad are clearly visible and well-balanced. Eye tracking studies show that people’s faces, in particular, attract a great deal of attention. When using faces, make sure your slogan and logo stand out to get your message across. With the MARK visual optimization service, you can measure the attractiveness of each visual element.

6. Test your ad’s readability

Your message won’t be  noticed if it’s not clearly visible. Astral’s distance test lets you preview your creative on any of our products, and verify that your message is legible from typical OOH exposure distances.

7. Refine your ad’s visual attraction power

Once you have followed rules one to six, the MARK visual optimization service lets you  measure the attractiveness of each visual element in your ad. Will your audience’s eyes fixate on your slogan, image and logo in the first three to five seconds? Based on decades of vision science, this service – developed by 3M – has a 93% predictability rate. Use MARK visual advertising optimization to make your ad more visually effective.

Seven rules to attract attention in the first three to five seconds

Because audiences that view out-of-home advertising are mobile and on the go, you typically only have three to five seconds to grab their attention. This means that making a strong first impression is critical to your campaign’s success. You need to be noticed before you can persuade your audience to consider your brand. These seven rules will help you create a great first impression:

Visual advertising optimization guide

Focus on a single key idea that will convey your brand’s message, and do it briefly. Research shows that while large amounts of text delay product identification, short headlines enhance creative appeal. Use no more than seven words, include a powerful image, and remove all unnecessary elements.

Use clean, simple, bold fonts. Avoid “decorative” fonts, as they are harder to read from a distance. A text written in uppercase and lowercase letters is more pleasing to the eye than a text written in uppercase letters only. You can validate the chosen typefaces/fonts using Astral’s distance test.

Research shows that high colour contrasts enhance legibility. Tone-on-tone and certain colour combinations reduce legibility, and should therefore be avoided. The stronger the contrast, the easier it is to read text from a distance.

There is a strong correlation between clear branding and product identification. Remember that you only have a few seconds to identify your brand and convey your message. Does your ad clearly identify your brand? Is your logo visible from a distance? Our experience with street furniture shows that key messaging and logo placement in the upper third of the ad enhances ad recall.

Make sure the key visual elements of your ad are clearly visible and well-balanced. Eye tracking studies show that people’s faces, in particular, attract a great deal of attention. When using faces, make sure your slogan and logo stand out to get your message across. With the MARK visual optimization service, you can measure the attractiveness of each visual element.

Your message won’t be noticed if it’s not clearly visible. Astral’s distance test lets you preview your creative on any of our products, and verify that your message is legible from typical OOH exposure distances.

Once you have followed rules one to six, the MARK visual optimization service lets you measure the attractiveness of each visual element in your ad. Will your audience’s eyes fixate on your slogan, image and logo in the first three to five seconds? Based on decades of vision science, this service – developed by 3M – has a 93% predictability rate. Use MARK visual advertising optimization to make your ad more visually effective.

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