I applaud the way Van Wagner has built up its business over the past few years and the site types and locations it has introduced, but I am fed up with this harping on about how much more effective its sites are than any other site type (MW March 13).
What a surprise that its own research (using a sample of 205 adults driving up and down the Old Kent Road) shows mega 96-sheets to have higher recall than bus-stop ads – what next, research showing that round wheels work better than square ones?
The research states that mega 96-sheets offer 33 times more brand impacts, but doesn’t the company realise a mega 96-sheet ad costs 160 times more than a London six-sheet, and that you can’t extrapolate findings on Old Kent Road across the rest of London, much less the country?
Van Wagner then quotes some cost-per-thousand figures, based on its mega 96-sheets having three times the gross opportunities to see of a 48-sheet… not possible if they’re on the same stretch of road and therefore have the same gross audience.
Perhaps square wheels can be shown to work better after all!