Why Optix is a gamechanger

What if you could upload your OOH creative into a portal which would place it into the actual OOH site your media team is planning to book – you could see it as part of a moving video street scene, accessed via your desktop and through harnessing AI and rich data get feedback on how your creative will perform live on the streets? It might sound like something out of a science fiction film, but thanks to a six-month project by JCDecaux UK's developers, a new tool that does exactly this was launched in January 2024.

It’s called Optix and it’s a gamechanger for OOH. Optix uses AI to draw upon the results of thousands of past eye-tracking studies, neural sensor data and campaigns to score brands' campaign.