More Group And Universal McCann Team Up For Poster Effectiveness Research

More Group and Universal McCann have commmissioned a 6 month study into the effectiveness of outdoor advertising. The project, called Illumination is to examine the relationship between poster advertising awareness and sales and also the effectiveness of posters when combined with other media in campaigns.

The research will look at 6, 48 and 96 sheet sites, tracking key brands in several categories. It is likely that the results would be used to both encourage new clients to use outdoor advertising and help to tailor the campaigns of existing clients more effectively.

Yvonne O’Brien, head of marketing at More Group, said, “While numerous case studies have underlined the effectiveness of posters, this is the first time anyone has conducted in-depth research into the subject.”

Nick Hiddleston, head of research at Universal McCann continued, “This study will demonstrate how outdoor advertising delivers in terms of driving sales, raising customer awareness and ultimately cost effectiveness when used in a multi-media campaign.”

Millward Brown is to conduct the research, the results of which are due to be announced at the end of this year. The cost of the project, which is jointly funded by More Group and Universal McCann, has not been disclosed.

More Group: 020 7287 3303 Universal McCann: 020 7436 7711