Size matters! ATLAS Study Measuring the effectiveness of Giant Posters
Contents ATLAS 2014 04 Unmissable 05 Accountability 06 Study Design 07 Test Procedures 08 Visibility 09 Awareness 10 Brand Equity 11 Consideration 12 Conclusion 13 Contact Details
Unmissable Making your brand stand out from the crowd. Giant Posters are the super-premium format of out-of-home (OOH) advertising. They offer brands an unrivalled opportunity to showcase impactful, emotional and creative messaging on the biggest possible commercial canvas. It has always been our belief that this fantastic media format generates a high degree of awareness with the ability to influence consumer perception, buying behaviour and make a lasting impression. 4
Accountability What has been done? The ATLAS Study has been undertaken to provide brands with an insight into the measurable effectiveness of Giant Posters. From their sheer size, scale and positioning, we already know that Giant Posters dominate public spaces way beyond that of any other OOH format. However, what effect does that have on the people who see them? Working with leading market researcher uniqma, the ATLAS Study is the first piece of Giant Poster research that has been able to address this in such detail. ATLAS Study 2013 Measuring the effectiveness of Giant Posters 5
Study Design How was it carried out? The first stage of the ATLAS Study was to analyze how road users absorbed information by measuring contact and viewing time as participants went on a 10-minute simulated driving tour of a city which contained multi-format OOH advertisements. The second stage of the ATLAS Study was based on a computer survey which enabled us to gain valuable insight into the effect of Giant Poster advertising on brand awareness, brand equity and consideration. At no point were the participants aware that either stage was advertising related. 6
Participants in the study Test Procedures Establishing a methodology. Three test groups, each with 80 participants ranging from 18 to 59 years old, were divided equally by sex. During the virtual drive, each group was then exposed to a variety of advertising campaign creatives which appeared across multiple OOH formats. 50 % female 50 % male The participants also had the opportunity to view two Giant Posters, each of which carried two different advertising campaigns to that which appeared on other OOH formats. A third campaign acted as a control factor. In all three test groups, there was only one possibility to view each of the Giant Poster locations. 240 Participants Between 18 & 59 years old 7
Visibility Percentage of participants that viewed Giant Posters 70.4 % Utilisation of eye-tracking technology. An extremely impressive 70.4% of the study participants viewed at least one of the two Giant Posters while driving in the simulator. From this we are assured that Giant Posters are highly visible. Each Giant Poster was looked at for an average of 3.6 seconds; a significant level of engagement compared to other OOH formats. As the brain needs only 0.2 seconds to identify a figurative mark, Giant Posters therefore provide a much deeper level of engagement and allow for more complex advertising messages to be conveyed. Viewing Time As an example of contrast, press advertising has an average viewing time of approximately 1.7 seconds*. 3.6 s *Dr. Christian Scheier: Wie wirken Plakate?, Fokus Jahrbuch 2005, S. 265; Kröber-Riel: Bildkommunikation, Vahlen Verlag 1996 1.7 s 8 Giant Posters Press Advertising
Awareness Unaided brand recall Brand recognition What about brand awareness - is a single exposure to a Giant Poster enough to make a brand more recognisable? +27.1 +26.2 The ATLAS results showed that in the test group compared to the control group, unaided brand recall increased by 27.1 percentage points and that unaided advertising recall increased by 10 percentage points. Overall brand recognition was up 26.2 percentage points. In such research exercises, even a single digit rise is regarded as significant. Giant Posters therefore create high memory recall. +10 Unaided advertising recall 9
Brand Equity Awareness isn t everything - what about brand equity? In the ATLAS Study brand statements were presented to the participants and the perceived equity of the brands shown on the Giant Posters rose by 4.4 percentage points. Brand Statements +4.4 Semantic Differential +9.7 The participants then had to decide whether four brand properties were applicable or not. This method of semantic differential reveals how people s inner attitude changed towards the brand. Remarkably, the value rose by 9.7 percentage points. Giant Posters have a positive effect on brand equity. 10
Consideration Relevant Set First Choice Do Giant Posters have an effect on purchase intent? +2.3 +3.8 The ATLAS Study shows clearly that just one Giant Poster contact was enough for brands to be taken into consideration and thus appear on the participants shopping lists. The value in the relevant set grew by 2.3 percentage points and the value in the first choice grew by almost 4.0 percentage points. The advertised brand on a Giant Poster also scored better during a competitive brand preference by 1.3 percentage points. Awareness, brand equity and consideration - the ATLAS Study shows that Giant Posters score strongly in all three categories. +1.3 Competitive Brand Preference 11
Conclusion Is there anything else I need to know? The ATLAS Study has demonstrated that Giant Posters are extremely visible, have a positive effect on brand perception, drive awareness and improve consideration. They work effectively as part of a multi media schedule by amplifying campaign messages or as the foundation of a major nationwide branding campaign. We would be very happy to tell you more about the ATLAS Study and demonstrate how blowup media s Giant Posters can help achieve your ambitions for your brand. 12
Contact Details London Office blowup media UK Ltd The Media Centre, 6th Floor 3-8 Carburton Street London W1W 5AJ Phone +44 (0) 20 7307 7020 Fax +44 (0) 20 7307 7030 Web www.blowup-media.co.uk 13
www.blowup-media.com