Posters: sympathetic and high impact
APG|SGA’s «PPI Poster Performance Index» project confirms, based on a multi-year comparison, that posters consistently achieve high favorability ratings among the public and have a significant impact. The surveys will continue in 2013.
"I find poster advertising likeable or very likeable" - this was the answer given by 81 percent of the more than 1,000 respondents aged 15-59 in a recent ad hoc survey conducted as part of APG|SGA's "PPI Poster Performance Index". According to the survey, women and respondents aged between 30 and 44 tended to lead the field when it came to liking posters, according to a statement.
A comparison over several years of the likeability values that are important for advertising acceptance confirms a constant, above-average positive attitude toward billboard advertising: as early as 2005 and 1997, 77 percent and 70 percent of respondents, respectively, found billboards "likeable" or "very likeable" (respondents aged 15-59) - in each case with similarly stable values within the "gender" or "age" subgroups.
PPI shows the strengths of the poster medium
PPI Poster Performance Index is a posttest conducted regularly by APG|SGA that measures the impact of poster campaigns. The survey determines recall, brand association, and liking of national campaigns among 15-59 year-olds. A long-term analysis by PPI shows the strengths of outdoor advertising; on average, more than half of respondents can remember poster campaigns.
Back in the field in 2013
The PPI surveys will be continued next year. The market-established impact tool for poster campaigns allows benchmark comparisons by brand, market segment, and industry - based on more than 900 campaign results. Since 2012, the survey has been conducted online in the top 5 Swiss conurbations of Zurich, Basel, Bern, Geneva, and Lausanne.
