How outdoor advertising works better
Presentation in Zurich
Supported by the Swiss Advertising Client Association SWA, Clear Channel and MK Marketing & Kommunikation, media analyst Wolfgang Hothum presented the results of the study to a specialist audience in Zurich on March 8. The guests were welcomed by Guido Wietlisbach, DSM-Ikao Switzerland, Christoph Marty, CEO Clear Channel Switzerland, and SWA Director Roland Ehrler.
Differentiated analysis
The study is based on Ikao's Dialog Structure Measurement (DSM), a formula-supported expert system that analyses the formal quality of advertising and communication media, identifies optimization potential and can thus make reliable statements about their chances of being effective.the method is based on proven findings (verifiable by formula or indicator) from psychology, perception research, design and color theory, linguistics and brain research. The method is open to new, scientifically based findings and over 50 basic tools and more than 250 tool variants are available for evaluating advertising media. These can be supplemented by target group, industry and typology analyses, among other things. By controlling and evaluating up to 250 individual points per motif/spot, a differentiated view of all relevant concept and implementation levels is possible.
Only twelve percent are top
Only just twelve percent of the subjects examined belong to the dialog quality category 1 (values of over 90 percent), with a further 27 percent making it over the 80 percent mark. In contrast, the majority of the motifs examined proved to be mediocre in terms of design and around one in three motifs had to be denied poster suitability in whole or in part. The best ranking list of Swiss motifs <<<can be found here >>>Pretests with Ikao's DSM tool can be used to uncover and eliminate formal weaknesses. The focus is not on the creative idea, but on its formal implementation. According to Ikao founder and owner Wolfgang Hothum, the aim is to show how an idea can be given more fire, or as the study puts it: "If you want to have motifs that move markets and target groups, you finally have to start thinking in poster dimensions. And: posters are about conveying targeted messages at lightning speed. Every motif must be measured against this requirement.
