Outdoor media company Adshel today revealed the true value of its national street furniture network in delivering campaign effectiveness.
In today’s increasingly digitised media landscape, Adshel sought out to understand the relevance of the traditional broadcast medium, its own national classic street furniture network, Adshel.
Through an in-depth qualitative and quantitative research study conducted by Fiftyfive5 and titled ‘The Adshel Effect’, it was revealed that a typical Adshel national street furniture campaign:
- Increases intrigue, which leads customers towards driving them to find out more about a product, by 75 per cent; and
- Increases brand advocacy by 89 per cent.
The research, which also measured brand awareness and purchase intent, confirmed that broadcast campaigns are still as effective as ever in driving significant increases across all brand metrics, and having considerable influence on the consumer journey.
Adshel head of marketing Charlotte Valente said, “Media fragmentation is excelling at a rapid rate. We wanted to understand the role Adshel’s national poster street furniture network plays in an increasingly digitised media landscape.
“The findings speak for themselves – an Adshel broadcast street furniture campaign is extremely effective at every stage of the consumer journey. Its inclusion in media campaigns drives intrigue and advocacy from anywhere between 75-89 per cent.
“That is what surprised us the most – the impact Adshel broadcast campaigns have on creating intrigue and advocacy, two things which are normally attributed to social media. These were the most significant increases and demonstrate the potential we have in driving consumers to advertisers’ owned media channels.”
This research is the first in a series of releases as part of one of the most extensive research and insights projects Adshel has ever undertaken.
Fiftyfive5 director Alan King said, “The results for Adshel were really quite striking. We saw massive uplifts in a whole range of measures including brand awareness and driving preference.
“We cut the data in a number of ways to make sure the effect was real and, no matter how you cut it – and even after taking into account prior brand experience and commitment – Adshel advertising significantly improves a brand’s positioning in the consumers mind. This research creates a pretty compelling case for Adshel as a stand-alone medium and in conjunction with other channels.”
To support the release of these findings, Adshel has also launched a trade marketing campaign promoting the results.