Inhaltsverzeichnis

•    Management Summary
•    Fundamentals
•    Factors that influence advertising impact
•    Examples

Real-world monitoring and benchmarking tool

Fundamentals

 

Scope and objective of study
The Poster Performance Index PPI measures the advertising effectiveness of poster campaigns according to three criteria:
-    Recall (aided)
-    Brand recognition
-    Campaign appeal


The PPI is a service tool for APG|SGA customers. For the advertiser, it is a convenient monitoring and benchmarking instrument that in addition to the customary calculation of reach, opportunities to see (OTS), advertising pressure (GRP) and cost per 1000 OTS (CPM) 1 as quantitative metrics also allows a rating of the qualitative effectiveness of poster-based communication. The PPI study relies on recurring surveys whose results are systematically integrated in a database differentiated by industry. The constantly growing breadth of the database enables advertisers to continually enhance the efficiency of their poster communication.

Encouraging results
On average across all 962 campaigns tested to date and across all target groups, recall ratings are 45%, brand recognition 62%, and appeal 64%. Differentiated by age bracket, the youngest segment performs significantly best with 52% recall. This means: On average among the youngest interviewees aged 15 to 29, posters generate the highest recall ratings.

^{1 For APG|SGA, the specific SPR+ poster contact rating is the decisive factor in pricing roadside and railway station panels. More information on SPR+ Swiss Poster Research Plus: www.spr-plus.ch}
 

Methodology

Current test setup
–    Interview regions: Conurbations Basel, Bern, Geneva, Lausanne, and Zürich
–    Random sample: 500 persons, 100 each per interview conurbation
–    Age: 15–59 years
–    Interviewees: mobile, residents of interview regions
–    Procedure: personal online interviews immediately after the end of the poster campaign. Duration: max. 15 minutes. Provider: Innofact AG (Zürich)

Questions/topics
–    How many persons can remember a poster campaign?¹
–    Can they associate it with a brand?²
–    How high is the acceptance level?
–    Are there sociodemographic differences between target groups?
–    How do the results compare with the competitive environment?

Data repository
The APG|SGA PPI database is updated regularly and already contains over 1000 campaign records and solid benchmarks for campaign comparisons in all market segments.



^{1 Aided recall
3 Brand sender anonymized in the visual}

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Contents

•    Management Summary
•    Fundamentals
•    Factors that influence advertising impact
•    Examples

Key elements: Visual design and advertising pressure

Factors that influence advertising impact

Advertising pressure
Increasing advertising pressure has a measurable influence on advertising impact. As shown in the graphic at the bottom, average recall continuously rises with increasing GRP and at over 5000 GRP attains the highest value of 51%. On average across all measured poster campaigns, no clear patterns can be discerned with respect to brand recognition. Primarily, the design of the visual is what influences whether or not a person can associate the correct brand with a remembered campaign. The graphic at the bottom right illustrates the causal relationships.

Visual design
Good posters rely on the principles of human perception. They are simple and focused, distill the image and text messages to a few memorable elements that even the casual observer can recognize as relevant and commit to memory. The responsibility for the artwork lies with the advertiser or with the mandated advertising agency. Various pretest methods available through market research institutes make it possible to gain important insights as regards perception and acceptance of an advertising message in the early planning stages of a campaign.

^{1 Gross rating points GRP as the unit for advertising pressure are obtained by multiplying reach with contacts per person; the number corresponds to the total number of contacts per 100 persons in the target area (reached or not reached).}

Interaction of visual design and advertising pressure
Impact (I) = Message (M) + Transport (T)

A confrontation with a poster establishes the direct contact between its featured message and the audience which includes the target group. A message will be correctly delivered if it is not only correctly transported but also correctly perceived. For this reason, the optimized cooperation between the customer (sender of the message) and APG|SGA as the provider (transporter of the message) is crucial. As is the case for every advertising measure, the impact of a poster campaign also depends on numerous other factors. They include exogenous influences such as the state of the economy, climate/weather, exchange rates, and competitive activities as well as endogenous factors involving marketing measures such as pricing.
 

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