A survey of outdoor advertising has found that ads in shopping centres are more memorable, relevant and influential than those placed in car parks.
The Survey Sampling International research carried out on behalf of outdoor firm Eye, showed ads placed in shopping centres were three times more memorable, four times more relevant and influential and eight times more likely to encourage trust and value in brands than those found in car parks.
The survey also found that 81% of consumers rated grocery ads inside shopping centres as more relevant than those in car parks.
People rated advertising inside shopping centres as a better environment than car parks for clothing, 3.6 times, grocery products 2.9 times, luxury good 2.7 times, pharmacy products 3.4 times, computers and technology 1.9 times and telecommunications 1.3 times.
The SSI survey interview 445 respondent aged 18 and over.
