OUT-OF-HOME ADVERTISING has a lot going for it: high awareness rivalling that of TV – particularly among women, who make 85% of all brand purchases – and a population that spends 60% of its time out of home.
And yet, says Posterscope CEO Carni Wilkens, outdoor advertising is “the country’s most underutilised medium”. Its 4,4% share of total adspend is unrealistically small, she believes.
The problem is that, historically, there’s been little accurate data about the effectiveness of the medium, so it has often lost out to other media at the campaign planning stage.
But that omission has been corrected by Posterscope’s first-of-its-kind Outof-Home Consumer Survey, which claims to be the most in-depth single source of media, marketing and consumer targeting in the world. Crucially, it will assist advertisers in better evaluating the benefit of the medium when planning campaigns.
The survey showed awareness of out-of-home advertising by women is virtually equal to that of TV. “The percentage of women (aged 15-34) who notice outof-home advertising in the average to high income bracket was 87,5%, just behind the TV figure (88,1%), but well ahead of cinema (72,6%) and magazines (75,5%),” says Wilkens.
Posterscope, the world’s leading out-of-home communications agency, currently manages the lion’s share of SA’s sector spend. The groundbreaking report delivers insight into media usage, personalities and receptivity to commercial messages throughout more than 50 communication channels.