Creative Outdoor Campaigns Attract High Levels Of Recall

Creative outdoor advertising delivers high levels of recall amongst ABC1 adults, and advertisers are urged to consider the medium in its campaigns. These are the results of a year-long research initiative between Maiden Outdoor and Outdoor Connection.

The programme, called Connect, has been following the viewing habits of different demographic groups and found that awareness of outdoor campaigns is much higher amongst ABC1s than C2DEs. Outdoor also has a strong impact on the young adult population, with Channel Four, Boots and Wonderbra campaigns cited as examples of outdoor success stories.

Carole Kerman, MD of Outdoor Connection, said: “There isn’t enough consideration given to what works in outdoor advertising. Lack of education is somewhat to blame for this. Advertisers need to be aware that the creative product is as important as the weight of the campaign.”

It has also been proven to be an effective medium for brand maintenance with dotcoms in particular using the medium to launch their campaigns.

Maiden Outdoor: 020 7838 4000