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Advertising materials that have been optimized according to IKAO’s recommendations set strong visual anchors, feature strong momentum and are more likely to be recalled by viewers.

People who can SEE have a particular ability: Their brain can condense and organize information received through millions of receptors on the retina. Assembling individual sensory impressions to a linked scenario is called “perceptive organization”. This is a multi-step, subconscious process. Well-structured advertising materials increase the viewer’s motivation to interact, while poorly created materials fall through the perceptive grid.

ORIGINAL WAGNER

In the consumer vote for the title "PoS Poster of the Month," which takes place on the Burda community platform "Brands you love," Original Wagner took a clear lead in September 2018.

The positive verdict and the many commendations are not by chance. Before being posted, the promotinal subject underwent a comprehensive layout check using dialog structure measurement. The optimization approaches found led to final corrections and certainly contributed to the excellent result.

BEFORE

Motif with a borderline high information load and a number of weaknesses. In the context of billboard typical reception times, the offered text and picture messages are hardly comprehensible. The appearance is too small and accordingly the subject lacks visual anchor quality.

AFTER

Significantly shortened headline, significantly enlarged pack shots, more prominent logo: By turning three relevant screws, the motif not only gains visual presence - because it is well received by end consumers, it is also voted PoS Poster of the Month in January 2019.

BEFORE

The subject can convince only to a limited extend.The packshot-duo comes off bad optically because it is leaning too far to the right. The sight line of the female protagonist leads the observer actively out of the picture.

AFTER

Through the tateral reversal and revising of the people image the scene now appears to be much more balanced. The key elements interact and lead the eye of the observer actively to the packshot-duo.

BEFORE

Lively appearance with sight anchor qualities, that turns out a little bit leaning to the right due to the placing of the button. The headline argues rather from the self-image perspective.

AFTER

Little change with great success: Due to text modification and the rearranging of the button originates an impulse-stronger sight diagonal and a clearer pledge.

BEFORE

Obvious weaknesses in the presentation of the copy - especially identifiable in case of the pivotal word "Sale". The brand logo and vehicular-trio come up optically significantly too short. Furthermore the duration timeline is too far off and thus not present enough.

AFTER

Following the IKAO recommendation, the revised F12-subject gains lush 11.52 percentage points in the final account. The pivotal word "Sale" is now clearly indentifiable an the rest of the hyper signs now show themselves in optimal size.

BEFORE

If the highest priority is to set an immediate buying impulse, this must also be clearly reflected in the subject. The present billboard concept was a bit too defensive in terms of appeal and presence of the statement.

AFTER

With small corrections to the improved billboard performance. The field of action now is much more present by using powerful colors. In addition, the image section was chosen more dramatically and the brand logo was increased.

XING

At the start of 2017, XING launched its largest campaign so far in the history of the company. XING’s job market billboards resulted in higher than average viewer awareness, not only due to their creative aspects. Prior to the campaign, the billboards had been evaluated by IKAO (Institut für Kommunikations-Analyse und -Optimierung) using their Dialog Structure Measurement method. Based on the results of IKAO’s design tests, the artwork was adapted to be more striking at a larger OoH scale.

After the optimization, the visual focus was centered the logo and the headline. With no additional text, the artwork was consumable in 2-3 seconds, the typical timeframe for billboards. The animated digital ads increased awareness, and the flexibility of DOOH media allowed for a tactical rotation of the artwork depending on the time of day. The “home office” visuals were not displayed on the screens until the evening.

The results of the campaign performance review confirmed the impact of the media used. Unaided brand recognition was proven to be significantly higher after the campaign. Among respondents claiming to have seen a XING job market ad, recognition was doubled.

(Excerpt from a report by Maike Wendel, XING Marketing Team Lead)

ALDI SÜD / ALDI NORD

From conception to finished designs: IKAO has accompanied the way of the first common ALDI Out of home campaign intensively. IKAO’s Dialog Structure Measurements and examples of implementations from IKAO’s CreativeLab provided important information and recommendations for a watchable and remarkable realization of the motifs.

BEFORE

It is true that a visual with sight anchor qualities is worth a lot. For in the fight about attention it sets the important initial impulse for conscious perception. It is also true that if brand indicators and core messages in terms of visual force and perseverance cannot keep up they won’t get in the inner circle of the consciousness and will be overlooked.

AFTER

Only few corrections were necessary with this billboard motif to improve the interaction of the functioning elements, and to simplify the understanding and decoding on middle and long distances. Therefore the brand logo was enlarged in the right measure and the headline presence was raised. The previously fairly inconspicuous concept line was reduced and is now notably better legible.

BEFORE

Quick and clear brand recognition is key for POS posters in order to capture the viewer’s attention and to facilitate retention that lasts until the viewer reaches the product aisle. However, the present design lacks visual brand emphasis, and the viewer is confronted with too many details.

AFTER

The optimized version shows a larger brand and heart. Furthermore, the text has been shortened, and the color bars have been emphasized. The changes showed the desired effect … and, by the way, the design was selected as the POS Poster of the Month in February 2016.

BEFORE

Basic requirements for OOH materials were only rudimentally fulfilled. Even at a middle distance, it is significantly more difficult to understand and decode the brand attributes, and at a distance, they almost disappear. It would be nearly impossible to reach the objective of increased brand recognition.

AFTER

After the IKAO DSM assessment, increased focus was placed on content and the implementation was adjusted to meet billboard criteria. The brand is now featured in the center, and it is present at every perceptive distance. Profiling statements provide additional attraction and create positive tension between the image and textual layers.

BEFORE

The expressive design could have easily backfired. IKAO’s decryption of the image code of the intended starting visual that the statement “AUSSENWERBUNG TRIFFT. JEDEN.” translated rather negatively.

AFTER

A few key areas were improved in final implementation of the campaign, and the modifications resulting in a positive and confident image language proved to be spot-on. To this day, these images score highly with the target group, resulting in extremely high attention and favorable scores.

Institut für Kommunikations-Analyse
und -Optimierung

Buchrainstraße 60
60599 Frankfurt a. M.
Telefon: +49 (0)69 69866886
E-Mail: info@ikao.eu

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