Of course, no one voluntarily foregoes the attention of potential customers – unless one doubts the effect of outdoor advertising and relies on other media.

The advertising impact study of the Fachverband Außenwerbung clearly shows how out-of-home media can convey your brand message effectively to target groups and even be a call for action, such as purchase.

 

If you already rely on ooh media, you can lean back and smile encouragingly. You have decided on the right advertising measures. This study confirms your gut feeling, manifested by the results of a tough study: Outdoor advertising works! 

 

About the study:

The study examined in how far out-of-home advertisement works. These results were extracted from around 230,000 online interviews, based on 236 campaigns, and continuously collected since 2015. In addition, the brand strength established to date was taken into account, as was the media usage to date, and differentiated according to the advertising pressure (GRP) required in each case (Gross Rating Point, gross reach in %).

The following criteria and campaign objectives were the focus of the impact study:

– Attention: recognition of the motif

– Image: positive value link with the brand such as sympathy

– Familiarity: clear idea and assignment of what the brand stands for

– Call to action: Recipients research about the product or buy it

 

As the long-term study has shown, all four criteria show a percentage gain. Particularly positive results were achieved with short-term campaign goals, such as “generate attention” or “call to action”. Thus, ooh contributes significantly to the support of central campaign goals.

Go through the roof, even with little media usage

At this point, some people might think: So far so good! But outdoor advertising will surely only have an effect if you have used as much media budget as possible and put up posters around half of the city. Dementi!

From the study results that an increasing contingent depends on the past budget, as on the existing awareness and, thus the brand strength. Nevertheless, an increase in campaign goals can be observed in all cases – even with a small budget.

As can be seen in the graph, even with a low brand strength and a low budget (budget less than 1 million Euro), the “attention” of the recipients could be increased by up to 35% by out-of-home advertising.

Especially young brands profit from out-of-home advertising!

A (re)launch is imminent, or you want to establish a new brand? Then rely on City Light Posters, City Light Boards, large billboards, column posters.

As the advertising effect study now proves, the campaign goal “attention” in particular gains strength with ooh measures.  Even with medium budgets, percentage increases and positive effects can be seen! The advertising messages are seen and produce reactions. Just what brands need.

In order to promote their location in Munich, IESE initially placed poster advertisements. By advertising on large billboards at three S-Bahn stations in Munich, they selected exactly the area where they thought their target group would be. Subsequently, IESE placed their ads on digital faces at MUC Munich Airport. During normal operation, 48% of the passengers at Munich Airport are business customers. Since the air traffic is less touristic at the moment, the percentage of business travelers is even higher.

These business flyers are exactly in the target group of IESE. By placing their 10” spot in double frequency on the Welcome Stelen in the entrance area of Terminal 2, the business flyers are addressed directly upon entering and leaving of the terminal. This applies not only to those departing from Terminal 2, but also to those who retire to the business lounges during their stay. Terminal 2 is home to the First Class Lounge, Senator Lounge, Lufthansa Business Lounge and the Senator Café. Thus, a disproportionately high number of business flyers are directly addressed by IESE’s airport advertising.
A successful target-group oriented advertising campaign.

Finding jobs and employees is difficult in just about every industry. Online, for example, there are plenty of portals where an employer has to activate his advertisement at great expense in the hope that the right people from the right target neighborhood will contact him. It is much easier to transfer the employee search to the street with bus advertising, where the advertising is seen daily by countless people in your desired region.

Buses are a very sociable medium and achieve high coverage daily. No matter whether car driver, cyclist, pedestrian or passenger, bus advertising is seen by all road users. According to the study of the Fachverband für Außenwerbung bus advertising perceived by 82% of respondents. This is 15% more than for train advertising and even almost 20% more than for taxi advertising. As a result, it becomes clear that bus advertising receives particularly high attention from road users. So why not use this attention and reach potential new employees?

For campaigns of a few months, such as an employee search, formats such as the Traffic Board on the side or the back of the bus are suitable. Especially, advertising on the rear area offers the advertiser high contact numbers at a reasonable price. Here in our example, the Stiftung Bildung und Handwerk (SBH-Nord) was looking for educators in the north of Berlin. They did this specifically by covering the backs of buses on routes that are linked to bus depots in the north. This way the bus advertising effectively addressed potential new employees in the north of Berlin.

The fantastic figures of the “Trend Analysis Poster Ads 2020” speak for themselves!

Now the post-Corona era begins: Take advantage of this historically unique time for your messages and offers! Gain attention, reach, contacts, customers, and buyers – with classic poster advertising!

The current “Trend Analysis Poster ads 2020” shows that poster and billboard advertising is now exactly the right form of advertising for you. Corona had banished your target group from the streets. But now, with restrictions being lifted, it is time to go out-of-home again. Now, this is your chance.

Fact: people are thirsty for sunshine, encounters and inspiration. They want variety, products, shopping and culture. They want to celebrate, flirt, love, laugh, enjoy – and shop!

And this is where billboard advertising comes in

Because advertising pillars, billboards & co. are placed exactly where mobile, active and consumer-friendly target groups are on the move. While digital advertising is often annoying because it pops up inadvertently, runs automatically and simply always appears when you don’t want to see it, classic poster advertising scores higher on the sympathy scale. The majority find poster advertising eye-catching, likeable, informative and inspiring.

Your poster advertising is noticed

80% say that they have already noticed poster advertising – 83% that they come into contact with posters several times a week. This way, every poster reaches 90% of its target group in just one week.

Posters are simply part of life

For your target group, large, colorful, and interesting posters are simply part of life – 61% of those surveyed agree with this statement. Another 61% see posters as an urban tradition. For 44%, poster advertising are sympathetic and charismatic, and 38% value the useful information.

Even better: now that the shopping and cultural paradises have been closed for a long time, everyone is setting out to satisfy their shopping, entertainment and cultural needs.

With posters, your messages and offers meet people who are about to go shopping

An advertising impulse in this moment, offers the unique chance to get onto the shopping list.

In other words: advertise your messages, brands, events, concerts, products and offers on advertising pillars, billboards & Co – and you will generate the attention, success, and sales you deserve. And all this at an unbeatably low CPM.

If you want to take full advantage of this open, consumer-friendly and shopping-hungry historical post-corona atmosphere, then you should go for classic poster advertising.

We will be happy to organize an efficient campaign with poster advertising for you!
Your wtm outdoor advertising