Research Shows Size Matters With Bus Ads

Bigger headlines on bus adverts convey more effective brand messages, according to research carried out by Viacom Outdoor.

The Project Iris study, which was undertaken to help advertisers understand what makes a successful bus advertising campaign, shows that bigger company logos are key in generating brand awareness. Primary colours were also found to create a more lasting impact on consumers and less was found to be more in terms of word-count, with the average bus ad containing between seven and nine words.

Commenting on the findings, Steve Cox, Viacom Outdoor’s planning and insight manager, said: “Effective creative work is central to the success of any advertising campaign. Project Iris has provided genuinely practical guidelines that will help achieve this for bus advertising. We’re looking forward to sharing the findings with advertisers in order to ensure that they generate the maximum possible impact with future bus campaigns.”

Paul Grubb, creative director of DFGW added: “Ultimately what we’re looking to deliver in a good bus ad is the same as what we look to deliver on a good poster – less clutter and a distinctive look. It’s helpful that this new piece of research backs up what we intuitively believe to be effective.’

Last month Viacom-Outdoor secured a sponsorship deal with Vittel to launch a water sampling initiative addressing the problem of passengers overheating on the Tube (see Viacom-Outdoor Wets Appetites With Sponsorship Deal).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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