Articles

01.10.2010 Outdoor advertising impacts online search in UK

Outdoor advertising exerts a positive influence on internet search levels among consumers, a report has argued. Industry body the Outdoor Advertising Association partnered with Mindshare and Millward Brown to assessthe role of this channel, based on data covering 326 brands in 25 categories over five years. More specifically, their study attempted to gauge how it impacted "presence" – or a product's popular familiarity – a rating "setting the limits" for potential sales.

Companies boasting a maximum £5m total communications budget enjoyed a 4% "dividend" on this metric if they allotted at least 11% of expenditure to OOH. Such incremental growth reached 11% when outlay fell in the £5m to £20m range and 7% where operators that invested a minimum £20m across all media were considered. Brands directing double-digit portions of adspend to outdoor also generally experienced an improvement in perceptions like trustworthiness, desirability, assertiveness and friendliness.

B.L. 1.10.2010