While much of the focus in the out-of-home (OOH) industry over the last few years has centred on digital format and the capabilities it has brought with it, new research by OOH agency PML Group points to the positive impact that advertising on classic billboards can have for brands.
Repak Team Green Campaign
The study investigated the effectiveness of billboards in conveying fame, trust and desirability for the brands using them. And the results were strongly in favour of the traditional format.
A staggering 84% of the 300 Dublin respondents agreed that advertising on billboards made brands more famous with agreement levels peaking at 91% among 25-34 year olds.
Respondents were also shown to have trust in the medium and the brands on it, with more than half of respondents agreeing that advertising on billboards added to a brand’s trustworthiness. This trust figure was slightly higher among males and younger age groups.
A traditional strength of billboards is their size and the potential for brands to showcase product benefits on a large, pure canvass. This is reflected in the fact that 70% of the sample believe that ads on billboards make a brand more desirable. Again, this figure was highest among 25-34 year olds, at 77%.
Lyons Tea Campaign
The research demonstrates that traditional, large format advertising still highly resonates with consumers, delivering long term results for brands utilising this space.
The research was carried out among 300 16-54 year olds in Dublin with fieldwork by Ipsos MRBI.
If you’d like to see more of our large format work, or would like to chat to the team here about how we can help bring you brand to life on large format advertising, please don’t hesitate to get in touch today.