Research shows fall in outdoor effectiveness.(Brief Article)(Statistical Data Included)

Poster effectiveness has fallen to its lowest level in ten years, according to new industry research.

Average awareness for poster campaigns fell to just 29 per cent across 2000 and 2001, compared with average awareness levels of 35 per cent for the past ten years.

The research from Ipsos-ASI RSL Signpost, commissioned by Concord, also shows that only 52 per cent of consumers who recalled a campaign were able to correctly attribute the right brand to the advertising. This compares with an average recall rate of 54 per cent over the past ten years.

Concord, the outdoor specialist, blames poor creative for the falling awareness levels concerning outdoor campaigns. Its research shows that strong creative is the most important factor in the effectiveness of outdoor campaigns, but it argues that ad agencies too often sign off press ads for poster campaigns and push out sub-standard creative to meet deadlines.

Nigel Mansell, the managing director of Concord, said: "Advertisers must stop signing off press ads for their poster campaigns--it has cost them dearly. We can deliver the right audience at the right cost, but there clearly needs to be more effort in achieving creative that communicates."

Mansell said there are basic outdoor creative guidelines covering the use of colour, humour and recognisable people and icons that are too often ignored.

"This might not produce award-winning work, but it helps to create work ...