What are good posters? And what are the others missing?

Formal quality is the most important objective measure of the systemic impact of advertising media. It determines whether advertisements, spots, mailings, banners or even posters attract the implicit attention required for a target person to consciously engage with the message. Between 90 and 98 percent of advertising offers fail at this hurdle, often due to inadequate formal quality. This hurdle is particularly high for attention-grabbing advertising media such as posters.

New poster study

The latest poster study by the Institute for Communication Analysis and Optimization (IKAO), IKAO Momentum 3The latest Momentum study also covers Switzerland for the first time, using more than 1,000 current posters analyzed using the DSM to show the state of formal quality and reveal the main implementation errors in outdoor advertising. The current study also focuses on the different requirements for analog and digital posters.

Exclusive event

On March 8, research director Wolfgang Hothum, IKAO Frankfurt, will present the findings of this poster quality study for the first time. The presentation will take place at the University of Education on Europaallee in Zurich and will begin at 3.30 pm. A few places are still available, registration is required. here possible.