Outdoor Advertising
Outdoor advertising signs are everywhere. Is the use of outdoor
advertising,
interstate outdoor advertising and outdoor
billboard advertising really
effective? The outdoor advertising companies wanted to know the same
thing. In 1999 The Outdoor Advertising Association of America, Inc.
commissioned a study to measure how consumers observe and react to outdoor
advertising.
The goal of the study was to determine the attention given to outdoor
media. A very unique method was used in this study. Special ShopperVisionä eyeglasses
were used to document the ‘actual’ seeing experience of
a passenger’s perspective. These tests were conducted in the
Los Angeles and New York areas. In the year 2000 they conducted another
test in the Minneapolis metro area. They found that after testing several
hundred passengers that the results of each market shared striking
similarities.
·
70% of boards within the passengers’ field of vision were examined.
·
Of this group, 63% of outdoor billboards are likely to be read.
·
Passengers age 18-34 were likely to take in more outdoor visuals.
·
Passengers age 35-49 were more likely to read outdoor advertising copy.
· 26% of respondents state that the outdoor advertising observed would
influence their purchase decision.
·
Women were more likely to read outdoor advertising but men were more
likely to be influenced by the outdoor advertising they read.
· 66% of Hispanics examined the billboards.
· 58% of those billboards were likely to be read.
· 26% of Hispanics stated their purchases would be influenced by billboards.
Some of the primary reasons that billboards were remembered were:
·
Bright/cheerful colors 30%
·
Uniqueness (movement/extentsions) 26%
·
The color ‘yellow’ 18%
·
Catchy/clever/cute/humorous 14%
·
Personal relevance 14%
·
Familiarity/repeat exposure 12%
·
Product illustration 12%
To read the whole article please go to www.oaaa.org
From this report it is clear that ¾ of those traveling in car
will view and read Outdoor advertising signs. This will help you in
determining how much of your advertising budget should be spent in
the great outdoors.
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