Know-How Exchange : Research/Metrics

Hi Hans,

Yes, my own research for a large online travel site shows that outdoor advertising increases Google queries and display ad clickthrough, ultimately increasing sales within a few days.

Published papers are available on the topic, eg by typing in 'outdoor marketing effectiveness' in Google Scholar, I got following interesting articles for respected journals:

1) [PDF] Sales response to outdoor advertising[PDF] from oaaa.orgM Bhargava… - journal of advertising research, 1999 - oaaa.org

2) Outdoor advertising as experimentsAG Woodside - Journal of the Academy of Marketing Science, 1990 - jam.sagepub.com

3)Advertising attitudes and advertising effectiveness A Mehta - Journal of Advertising Research, 2000 - gallup-robinson.com
... "Factors Influencing Re- call of Outdoor Advertising." Journal of Adver- tising Research 33, 3
(1993): 64-72. ...

Hans,

There is research on the subject (as Koen points out), but the real answer to your question needs to focus more on the specific product/category, strategic placement of the outdoor advertising, and the effectiveness of the creative message.

Those are the things that will most affect consumer response and sales. Great creative in the right places, hitting the right target audience, will make more difference than anything else.

The fact that outdoor worked well (or didn't) in a research situation, or for a specific company at a specific point in time, are much less relevant.