Romanian Outdoor companies are making the results, of the first case study in the field, public; a research process similar to a larger one that took part in Australia (POW). The study was run by D&D Research, at the request of Euromedia and Beta Cons (Epamedia members), News Outdoor Romania, Clear Channel, Universal Solution, New Age and Way Media.
This study was based on and advertising campaign which focused exclusively on the outdoor environment and which took place between 25th January – 28th May, in Bucharest and the main 5 cities of the country: Brasov, Sibiu, Timisoara, Iasi, Constanta. The imagery and media plan of the campaign was provided by the Starcom MediaVest Group. The creators of the campaign took into account the fact that in order to get exposure in the outdoor environment, the visual must have something special: vivid and shocking colours, while the message must remain as simple as possible.
The Outdoor campaign was realized with the aid of Affichage, A&M, Big Print, Coza Advertising, Flash Group, Impression, Plasty Prod, Randder and Ultra Vision.
The research structure took into account 2 distinct modules: media experts and regular consumers. Regarding quantity, the research shows the impact which street advertising has on consumers, by measuring some attitudinal – conduct elements that target outdoor advertising in general, as well as by measuring central performance elements for the campaign (notoriety, appreciation / repulsion, comprehension, efficiency, etc.).
“We started working on this project being firm believers in the fact that outdoor advertising persuades. Knowing that other international companies have gathered experience in the field of such research, we were confident that the results of our campaign would be precisely what we were hoping for. We’re glad that in a world which is flooded by commercial messages, consumers have a positive perception of outdoor billboards, considering them useful and informative.”, declared Monica Magureanu, general director of Epamedia in Romania through Beta Cons and Euromedia.
“Through this study we hoped to confirm the advantages of outdoor for our clients and to identify a benchmark. The amazing results obtained through this campaign (63.7% immediate comprehension and 6% remembered the outdoor campaign as their first option after just 4 weeks), due to good coverage as well as excellent visuals (45.7% remembered the image and the message), are clear proof that outdoor remains a media channel which can transmit information at the level of masses, being very close to the consumer from all points of view.
“We have succeeded, for the first time, in isolating the impact of outdoor and at the same time emphasizing how much it matters in a media mix. It is a first step taken in our industry and we will continue on this road with future projects.”, completed Raluca Grigorescu, CEO of News Outdoor Romania.
Some results of the “Outdoor Advertising Persuades” study:
- 84% of the interviewees have a positive attitude towards street advertising in general, this attitude being defined by 2 major traits: the billboards are a good thing, they’re useful in concrete life situations; the billboards keep one informed with what’s new on the market;
- Furthermore, the comparative analyses of the ordinary consumer’s attitudes and opinions show few important differences between demographic categories.
- This means that outdoor advertising is, at the moment, an environment with global efficiency on all categories of individuals
- 63.7% of the interviewees recognize the “Outdoor Advertising Persuades” “brand”
- The campaign had a huge impact, reaching in only 5 weeks – having started from complete anonymity – a notoriety level comparable even to prestigious brands on the market.
- Regular consumers appreciated the campaign’s advertisements, which were not only perceived but also reached their behavior pattern.
- 71% of the interviewees affirmed that they liked the billboards “a lot” and “very much”;
- 84% of the experts which remarked the campaign said that the advertisement is very efficient;
General Conclusions:
“Apart from the obvious results regarding impact, the study showed that a clean, coherent and interesting message works well with outdoor. Regular consumers considered the “Outdoor Advertising Persuades” campaign to be first of all “powerful”, “interesting” and “creative”; it had an impact not only on perception but also on behavior (“I tried to gather more information”). The conclusion is all the more striking when considering that the campaign was run exclusively in the outdoor environment.”, explained Elvira Munteanu, general director of Universal Solution.
“Outdoor is a mass communication channel, which offers the opportunity of exposure on large areas for the key messages and the possibility of implementing special projects that would assure an even larger interest from the target audience. Furthermore, if we take into account the aspects of modern life and the fact that people now spend more and more time at home and in traffic; it becomes obvious how efficient communication in such an environment is. Communication becomes all the more efficient when companies are able to take into account the specific attributes of this environment and to maximize the effect of the visuals.”, said Antoanela Vasilescu, general director for WAY MEDIA.
Source: www.iqads.ro
