Out­door power

Finweek English Edition - - Advertising & Marketing -

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.

CARNI WILKENS

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