Prioritise creativity, tailor content for relevancy: Jay Young, CCO, Grand Visual/Talon

In his presentation on the theme of ‘DOOH Creativity’ in the 2^nd World Out of Home Organization (WOO) APAC Forum organised in Bali, Indonesia on November 2-3, Jay Young, Chief Client Officer, Grand Visual / Talon shared valuable insights gleaned from an analysis of 500 marketing campaigns, revealing that creativity has played a paramount role in delivering a significant 47% boost in subsequent purchases and sales, surpassing the contributions of reach, brand, and sales at 22%, 15%, and 9%, respectively. 

While Jay acknowledged the significance of optimising advertising strategies and channel selection, he underscored the goal of converting potential impressions into genuine engagement, offering a structured hierarchical approach to attain this objective. Starting with the crucial step of creating an impact, he emphasised the need to craft content tailored to the specific medium, such as roadside billboards, ensuring it is easily digestible, legible at a glance, and contextually relevant to the target audience. 

The subsequent stages of the approach involved driving relevancy and scale by tailoring content to individual screens, prioritising interaction to increase engagement time and evoke emotional responses, ultimately fostering stronger brand loyalty. 

Jay also encouraged a creative departure from the ordinary, highlighting the “Big Higher Fame Project” as an exemplary success. He emphasised the uniqueness of billboards and the necessity of employing distinctive creative techniques, including full motion and special build installations, while underscoring the value of 3D digital platforms for heightened engagement. 

Jay underscored the necessity of transcending traditional boundaries and embracing innovation in order to truly break free from the confines of the billboard. By showcasing remarkable examples of advertising by Porsche and YouTube Music, he illuminated the path to out-of-home advertising excellence, where projection mapping and cutting-edge digital units reigned supreme. 

Jay’s core message resonated loudly: prioritise creativity, tailor content for relevancy, foster audience interaction, and fearlessly abandon the constraints of conventional advertising formats to make an indelible mark. In a world where face-to-face engagement is the cornerstone, Jay reminded the audience that creativity and innovation are the bedrock of successful out-of-home advertising campaigns, offering a comprehensive guide for brands to amplify their impact, deeply connect with their target audience, and ultimately achieve greater brand success.