The youngest remember best
APG|SGA’s market research boasts an impressive collection of results from its Poster Performance Index (PPI). The recently published report «APG|SGA Market Research – Best Practice» documents the advertising impact of posters.
The average of all 962 campaigns tested to date and across all target groups is 45% for recall, 62% for brand recognition and 64% for liking. These results are unique and impressive in an intermedia comparison. The youngest test group of 15-29 year olds has the significantly highest value with 52% recall. A clear finding after thirteen years of poster research: media-appropriate artwork increases the potential for success - in other words, striking subject design that is easy for the viewer to grasp. And as the advertising pressure increases, so does the recall of the poster campaign. These and other facts about PPI can be found in the newly published brochure from the "APG|SGA Market Research - Best Practice" documented and clearly summarized.
PPI - a classic in advertising effectiveness research
The Poster Performance Index PPI is a post test that has already become a classic, according to a press release. It measures the advertising effectiveness of poster displays according to the criteria of recall/recognition, brand recognition and liking of the campaigns. The survey areas are the conurbations of Basel, Bern, Geneva, Lausanne and Zurich. As an exclusive component of the APG|SGA service offering, the PPI provides advertisers with information on how efficiently they are investing their money and what the cost/benefit ratio of their poster campaigns is. For customers, media and advertising agencies, it is an important communication controlling tool by means of benchmarking.
Pioneering work for Swiss out-of-home advertising
In 1997, APG|SGA began testing the qualitative impact of its clients' poster campaigns as part of its research program - pioneering work for Swiss out-of-home advertising. After initial, successful trials, today's Poster Performance Index PPI emerged, which has been continuously developed and refined. In 2014, APG|SGA will again regularly survey the impact of the most important poster displays. Eight survey waves are planned in the PPI program.
From the PPI best list
Differentiated by sector, the average PPI values measured for poster campaigns vary considerably in some cases. This is due to the varying degrees of complexity of the products and services to be advertised. However, with a clever strategy and adequate artwork that focuses on the essentials, it is possible to achieve top results with poster advertising in all sectors. This is demonstrated by the recall values of the subjects shown here. These are the current highest values achieved in twelve different sectors over the years.
