Viacom Publishes Bus Ad Research
Viacom Outdoor has published a report showing that after a national bus advertising campaign 40% of adults remember seeing a specific advert.
The “Wisdom” report, which brings together three years of research from Viacom’s planning and insight team at a cost of £500,000, is designed to help advertisers predict the effect of their bus advertising campaigns.
The research tracked shifts in brand and advertising awareness from 50 bus campaigns across all advertising sectors and created a set of “norms” based upon the reaction of people on the street before and after seeing bus ads.
The research found that bus campaigns which include creative elements such as clear branding or a simple slogan outperformed these “norms” and were the most effective and memorable.
Viacom’s planning and insight manager, Steve Cox, said: “This research has been designed to investigate the effect of bus advertising on precisely the target audience advertisers are seeking to influence.”
Viacom, which recently launched its first advertising packages for the XTP moving advertising system on the London Underground (see Viacom Launches XTP Packages), hopes that the research will lead to greater accountability in the sector.
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
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