21. May 2025
When creation meets AI: Mövenpick impresses in the Creative Analyzer
In our daily lives, we encounter outdoor advertising in different ways and in different forms: whether large, imposing, digital or analogue. But how do you manage to attract the full attention of the target group with an average viewing time of two seconds and convey a message that will be remembered? This entails special rules and design tips.
After numerous internal feedback loops, the time has come: the finished creation for the new campaign looks good on the wall in the meeting room. Now it's ready for the public, right? But something is missing: the creation test!
The importance of creative tests for (D)OOH advertising cannot be overestimated. In a world where consumers are confronted with a flood of advertising messages on a daily basis, it is crucial that every advertising campaign is designed to be as effective as possible. Creative testing offers marketers the opportunity to optimise their advertising media before deployment to get the best possible response from the audience.
By testing the design, message and overall appeal, companies can ensure that their advertising not only stands out, but also achieves the desired effect.
There are numerous established testing approaches on the market that Ströer is happy to recommend to its customers. The innovation and strategy department at Ströer has utilised the possibilities of artificial intelligence and developed its own AI motive test, the Creative Analyzer.
What can the Ströer Creative Analyzer do for you?
The Ströer Creative Analyzer is an AI-based motif analysis that uses the 10 golden rules of OOH advertising to analyse and evaluate an OOH motif in seconds and provide suggestions for optimisation.
Among other things, the Creative Analyzer checks:
- Effect of colour and contrast
- Readability and text length
- Arrangement of the elements
- Visibility of the brand
Traditionally, the analysis and optimisation of advertising motifs has been time-consuming and costly. The Creative Analyzer offers clients a simple and effective solution for obtaining objective feedback on their motifs.
In combination with the expertise of colleagues, who add the necessary context of the campaign to the AI evaluation, Ströer sees enormous added value here.
With a scoring (01-10 points) and the traffic light system, users can see at a glance which aspects of the creative are already working excellently and where there may be a need for optimisation.
Successful design & strategic placement
Mövenpick's OOH campaign impresses
The client Mövenpick's creation favours a reduced layout: product image, logo, text, coffee beans and cup. That's all it takes to convey the core message. The Creative Analyzer emphasises the clear focus: the product takes centre stage, clearly visible and centrally positioned. The design is not overloaded and the elements are clearly separated from each other. This helps to get to the heart of the message. At the text level, the motif is also clear and understandable. The message is conveyed in just a few words and the content is coherent.
The interplay of blue and orange is particularly striking – a colour combination that attracts a lot of attention. However, the Creative Analyzer notes that the orange accents could slightly weaken the contrast with the product image. However, thanks to the large-scale and dominant product presentation, its effect as a central element remains unrestricted.
The evaluated motif is a successful example of effective design in public spaces. It fulfils the central requirements of good outdoor advertising: clarity, structure and brand focus. The visual signals are clear and help to convey the central message. The logo is also clearly recognisable and embedded in line with the brand.
Conclusion
As a reliable and objective companion, the Creative Analyzer delivers results quickly and easily according to rules that apply to every OOH motif. And with the categorisation and review by the experts, Ströer sees this as a positive example of how AI and humans can deliver even better results when working together.
