OAA Launches Research Into Advertising Effectiveness

The Outdoor Advertising Association (OAA) has announced plans to invest £120,000 in an advertising research programme running from now until March 2001. The programme will study the influence and effectiveness of various forms of outdoor media for a number of advertising campaigns.

Evaluation covering a range of objectives is planned to be carried out on four or five campaigns. The results of the programme are to be presented at the Barcelona Outdoor Conference in May next year.

“This advertising effectiveness initiative is a clear demonstration of the Outdoor industry working together to achieve joint goals.” said Matthew Carrington, chairman of the OAA. “It could not have happened a few years ago and augurs well for the future.”

It is hoped that the initiative will help explain the increase in the use of the medium by advertisers. The OAA says that according to a member’s survey conducted in April this year, revenue growth for the outdoor industry has shown a 20.5% increase in the first quarter of 2000, compared to the same period last year. A survey by Optimedia earlier in the year also highlighted a boom in the industry (see Feature: Mini-boom Predicted For Outdoor Advertising).

Outdoor Advertising Association: 020 7973 0315