Swiss research makes outdoor advertising performance measurable.
How do you measure outdoor advertising? Swiss Poster Research Plus AG is the scientific, neutral Swiss research institute for out of home media and mobility, and it can give you some highly precise answers to that question. It examines the mobility of the Swiss population and squares it against all the poster spaces on Swiss streets and stations – regardless of the provider. So it can measure things like how many contacts does a space generate, weighted for visibility?
Neutral background research into posters for planning security and transparency.
The SPR+ study is based on a national mobility model, which captures the footfall on every stretch of road in Switzerland. This takes into account the number of people who live in Switzerland, who they are, where they live and work, and how many of them are on the move, when and for what purpose. All the details on the study: www.spr-plus.ch
You can evaluate digital posters and hybrid campaigns in SPR+. This makes outdoor advertising performance even more measurable, giving the advertiser even greater assurance that they are deploying the right medium in the right place for our mobile society.
APG|SGA – Swiss out of home pioneer with the expert advantage
Qualitative advertising research gauges the impact of outdoor advertising.
APG|SGA has been testing the qualitative impact of poster campaigns for more than 20 years. Specially devised for this purpose, the Poster Performance Index (PPI) is now an established post-test in Swiss outdoor advertising. It measures impact according to the following criteria:
All the results of the long-term study are sorted by industry and collated in a database, to serve as a benchmark for the values targeted by each specific campaign.
The reliable method for campaign cost-benefit analysis.
The basis for the study is a sample of 500 randomly selected, representative individuals in the metropolitan areas of Basel, Bern, Geneva, Lausanne and Zurich. Data is collected through a personal online survey. This is carried out immediately after the end of the campaign in recurrent waves by the independent Swiss research institute intervista AG.
Extensively proven impact: impact is determined based on “recall”, “brand recognition” and “appeal”. Advertisers can use these findings in the further development of their campaigns.
Practical benchmarking and control instrument: combined with quantitative performance values (reach, OTS, GRP and CPM), the PPI offers insights into the efficiency of advertising spend.
Exclusively for APG|SGA customers: the PPI is an established post-test for poster campaigns and an exclusive element of the APG|SGA service offer. For poster campaigns with a net value of CHF 250,000 or more, this test is conducted free of charge, on request and subject to availability.
The long-term PPI study reveals the following average values for all poster campaigns tested since 2003:
45% recall (activation potential of outdoor advertising)
66% brand recognition (brand awareness)
65% appeal (subjective evaluation of the observer)
You can find a selection of the most successful motifs in our Best of PPI tool or in our regularly published
Posters are the oldest advertising medium of all. And when it comes to awareness and impact, they are still among the most efficient and successful. Make the most of the enormous best-practice expertise at APG|SGA – let us help you create targeted, high-impact campaigns with poster advertising innovation. Current best-practice examples: