Recall Of Outdoor Ads Rises To 40%, Says Study

Awareness levels of outdoor advertising have increased dramatically over the last four years, according to the latest research from JCDecaux. In 1997 the average campaign was recalled by just 28% of all adults, a figure which rose to 40% during 2000. The figure rises to 45% for light TV viewers and those with internet access.

This marks an increase of four percentage points a year and reflects both improvements from within the outdoor industry itself and the economy as a whole. The medium has benefited from huge investment in site quality from all the major contractors, making posters not only a more attractive option for advertisers but also more visible to their audience.

At the same time advertisers have become more inventive with their use of the medium, designing campaigns specifically for poster sites rather than merely adapting press ads. The most successful campaigns during 2000, according to JCDecaux’s research, included Channel 5 and Magnum, which both used bold colours and images, few words and an obvious logo to push their message. These campaigns were rewarded with awareness levels of 82% and 64% respectively.

The booming economy, which has increased the mobile audience by 10%, has also added to the increased success of outdoor ads. A drop in TV viewing as the internet gains prominence means that many clients now switch their TV budgets to posters.

Commenting on the results, David McEvoy, marketing director at JCDecaux, said: “The results of our investigation clearly prove that outdoor’s reach and influence are on the up. The medium is getting stronger and stronger and it’s great to see so many new clients using the medium so well.”

JCDecaux: 020 7298 8000