Super Optimal is a self-serve web app that helps teams make informed design decisions that recognise the unique characteristics of OOH in order to optimise creative design and derisk campaign performance.
How Super Optimal works
Super Optimal is a web based application that uses machine learning models to analyse OOH creative and surface valuable data that can be matched against proven principles of OOH design and present actionable insights.
The analysis steps
1. Upload and set up – brand/campaign/environment/format
2. Machine-driven analysis across a minimum 20 attributes (for a typical ad)
3. Standardised assessment of the analytics data vs proven OOH design principles
4. Consolidation of output into 3 core metrics – Simplicity / Clarity / Attention
5. Generating an overall compliance score
6. Offering up guidance for optimisation of any underperforming elements
To learn more, click here.
Readability
Super Optimal helps with readability…
Can they read it?
Visual Contrast
Super Optimal identifies visual contrast…
Does it pop?
Message Simplicity
Super Optimal ranks message simplicity…
Is it Too Busy?
CHARGER API Ready
Super Optimal directly integrates from IBO OOH CHARGER portal.
Display Creatives
Creatives are stored by display inventory with marketing photos!
Expert Reports
Access expert reports to close deals and drive creative ROI.
Super Optimal Expert Reports
What data points are considered in the Super Optimal rating?
SIMPLICITY
- Total read time
- Copy block specific read times
- Number of messages
- Logo position
CLARITY
- Logo prominence
- Logo contrast levels
- Copy character relative height
- Copy character contrast levels
ATTENTION
- Number of attention hotspots
- Key visual share of attention
- Copy block specific share of attention
If you’ve ever struggled to tell a local client their ad has too much text, or if you simply don’t have an in-house design expert, this tool is your new best friend.
- Instant Expert Advice: Upload any design and get a “report card” in seconds.
- Close Sales Faster: Use AI data—not just your opinion—to show advertisers how to make their ads more effective.
- Better Results, Better Renewals: When ads are readable and clear, they drive more business for your clients, making them more likely to renew their contracts with you.
What This Means for You – For many local advertisers, creating a billboard that actually works is the hardest part of the process. Research shows that good creative drives 50% of a campaign’s success, yet many local ads are too cluttered or hard to read at 65 mph.
Things To Know
- The software does not judge the creative idea, the visuals, the copywriting or the emotional response the ad is likely to generate.
- The report reflects purely on the engineering of the design and how it fits with human visual perception in the context of OOH’s specific characteristics.
- OOH formats and environments present different visual communication challenges specific to this medium and also within the medium – OOH is not all the same.
- The optimisation guidance is based on what the published research tells us is most effective for each design element and a specified OOH engagement.
- In the absence of specific, well researched intelligence the feedback offers a sensible threshold for users to consider – eg. 10% of available attention for key elements.
AWARDS!!
Super Optimal won the coveted Innovation Award at the 2024 UK Dev Awards. The judges commented: “A great example of machine learning applicability in a commercial environment. It was a very ambitious project and it was great to see these types of developments taking shape in the market.”
Super Optimal + CHARGER + Speedway Questions
These are questions answered by Neil Morris, Founder & CEO, Super Optimal and Chris Cowlbeck, CVO & GP OOH INFO.
How do I use the integration?
Creative can be uploaded via the Super Optimal login or directly by display asset fo subscribers that are connected with OOH CHARGER. Simply upload the creative, answer a few short questions, review the results, download and persent to the client. All within 5 minutes time.
How is the attention distribution assessed?
The AI that generates the attention heatmaps has been trained with approximately 5.5+ million fixations and 550+ million gaze points from eye tracking studies. Average gender distribution: 58% women and 42% of men; Average participant age distribution: 7 years old to 60 years old. Participants are from the USA and Europe
The accuracy of the AI generated heat maps was validated by the Massachusetts Institute of Technology to be 92.5% accurate for general images and 96% across all types of designs (vs actual eye tracking heatmaps).
How do my reports come back?
They are available in PDF format. Reports can be stored in CHARGER by display asset on a roadmap of Q2 2026.
What are the Metrics used for scoring?
The Super Optimal framework uses various research papers as the basis of its rating process. The research is referenced in each individual report and the feedback is intended as a constructive tool for considering the design and messaging choices made in the production process.