JC Decaux launches new proprietary creative effectiveness tool OPTIX March 2, 2021 10:12 JC Decaux has launched JC Decaux OPTIX, a new proprietary creative effectiveness tool that uses machine learning to review the visual effectiveness of creative and predict performance. OPTIX was created with the Out-Of-Home (OOH) provider’s data science team, and will assist advertisers understand what elements of their creative are driving the most audience engagement and viewer attention. JC Decaux provides saliency heatmap reports to its advertisers pre-campaign, and with the use of OPTIX, will assist them to identify elements such as call to action and branding for improvement to effectiveness.