Megaposter Launches New Research Division

Megaposter has launched a new research division called MegaImpact to improve accountability in the giant poster sector.

The first results from the MegaImpact omnibus (see NewsLine Column: Are Giant Banners Worth Their Weight?), which tracks the recall effects of outdoor media, shows that fashion brands using giant banners achieve an average 66% recall amongst 18 to 24 year-olds.

Ian Bohn, sales and marketing director of Megaposter, said: “With MegaImpact we can relay back to advertisers exactly how their campaign faired against other outdoor campaigns up at the time.”

The research, undertaken in London’s Angel, found that 68% of young people remembered seeing a giant banner for Ellesse, with just 22% recalling the add on other outdoor formats. A giant Nike banner in Camden achieved 64% recall amongst 18 to 24 year-olds, with other outdoor campaigns in the area, including 6-sheets and bus sides, managing just 21% recall amongst that age group.

Bohn added: “Approximately 80% of giant banner campaigns are from fashion brands. Giant banners dominate an environment and because they are huge and in the centre of town, they also talk the right language. Two thirds of young folk in the area are likely to tune in to the ad.”

Last week rival giant poster contractor, Mega Profile, published research showing that 60% of adults prefer to see giant advertising wraps on city centre buildings undergoing construction than bare scaffolding (see Mega Profile Uses Research To Promote Giant Ad Wraps).

MegaPoster: 020 7960 6037 www.megaposter.co.uk

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