Creative outdoor work gives best recall, research claims

Maiden Outdoor and poster buying specialist Outdoor Connection are urging advertisers to invest more in creative outdoor advertising following research funded by the two companies.

They have collaborated over the past year to fund a research programme to establish viewing habits of different demographic groups, and have found that creative advertising has a much higher awareness and recall.

The research also shows that awareness of outdoor advertising among ABC1s is much higher than awareness among C2DEs. Outdoor also has a strong impact with the young adult population.

Carole Kerman, managing director of Outdoor Connection says: “There isn’t enough consideration given to what works in outdoor advertising. Lack of education is somewhat to blame for this. Advertisers need to be aware that the creative product is as important as the weight of the campaign.”

The research, called Connect, is to be used as a planning tool by Outdoor Connection, which claims it will now have a greater understanding of a campaign’s cover and frequency targets.

Kerman suggests the most recent successful outdoor campaigns include work for Channel Four and Boots, but claims the most successful example to date was probably the Wonderbra ‘Hello Boys’ campaign.

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