OoH ad recall up 51% over Lockdown

A recent joint industry study analysing the results of 65 campaigns between March and September 2020, found there was a 51% increase in ad recall and a 16% increase for purchase intent. Even when comparing these figures to those observed pre-lockdown, they demonstrate the effectiveness of Out-of-Home campaigns has not diminished over the period, further emphasising the return of significant audiences to high streets, shopping centres and roadside across the summer.

The positive increase could in part be attributed by the acceptance that the streets, and in turn the OoH market, were less busy, drawing attention to the campaigns that were not only live but which were relevant, funny, and generally well-thought of.

The overall campaign outcomes showed positive shifts in test and control scenarios for brands such as:    

·       +51% increase in top of mind awareness

·       +51% increase in Ad recall

·       +3% increase in consideration

·       +16% increase in purchase intent

Studies which analysed effects on footfall showed an increase of over twice the audience visiting a store in a test and control environment.

Furthermore, the results demonstrated those brands who advertised over the lockdown were one and a half times stronger in being top of mind awareness than for other categories.

As high street and roadside Out-of-Home audiences have returned to normal, some of the key measures affected positively by campaign reach and activation have performed better than expected and above previous levels. This shows strong audience reach as many campaigns have adjusted to targeting known high audience locations.

Source: www.jcdecaux.co.uk