Driving Stronger Brand Impact Through Data-Driven OOH Optimization
eBay turned to Artificial Intelligence (AI) to increase the brand impact of its out-of-home (OOH) campaigns. By leveraging Brainsuite Predictive AI Testing, the company identified clear optimization opportunities and transformed them into consistent, high-impact layouts.
“With the support of our design partner and Brainsuite, we found a bolder, more vibrant, and more colorful way to express the eBay brand.”
Challenge
eBay set out to improve the effectiveness of its OOH campaigns in Germany and the UK. Early tests revealed a key issue: the standardized layout templates were not delivering the desired level of brand recognition. A critical finding was that branding elements placed at the bottom of the assets attracted very little visual attention.
While processing ease — the clarity and simplicity of the designs — consistently tested high, the campaigns lacked a strong and distinctive brand presence.
Solution
To systematically improve performance, eBay applied Brainsuite Predictive AI Testing. Over several testing rounds, approximately 30 layout variations for the German market were analyzed, focusing on the three key effectiveness drivers: Branding, Attention, and Processing Ease.
The AI-powered insights highlighted exactly where and how brand logos were overlooked. Based on these findings, the assets were refined and optimized:
Logos were more closely connected to the central visual action.
Visuals were simplified and made more focused.
Layouts without people were tested — delivering unexpectedly strong results.
Through this iterative test-and-learn approach, eBay was able to evaluate, on a data-driven basis, which creative principles generated the greatest impact.
Results
The optimized layouts delivered a clear uplift in brand attention. The combination of imagery, text, and logo within a well-structured design proved particularly successful. Processing-ease scores remained consistently strong across all rounds, and even assets without people achieved impressive results.
The outcome: stronger recall potential, sharper brand cut-through, and concrete creative guidelines for future OOH productions.
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