New national research confirms positive perceptions of outdoor advertising
Young people and Londoners most likely to have seen outdoor ads recently
Research conducted for the Outdoor Media Centre by YouGov confirms the positive approval of the general public, and especially young people, towards poster advertising. An online survey of 1,692 GB adult respondents* confirmed that outdoor can be clever, humorous and entertaining (70% of the 18-24 group agreeing, 63% of all respondents) and that it keeps brands and products in the public eye (66% and 60% respectively). 40% of the younger group agree that outdoor advertising brings colour to the environment, while 54% say it gives them something to read while travelling. 49% add that including web addresses on outdoor advertising is useful, supporting the fact that outdoor drives web search for the advertised brands.
Outdoor advertising’s contribution towards funding public amenities was also quite widely understood. 47% of 18-24 respondents (40% of all respondents) agreed that outdoor advertising helps subsidise bus shelters and toilets, while more than one third of respondents agreed that it helps make public transport cheaper.
More than 80% of respondents could recall seeing a specific outdoor advertisement recently. The top category was entertainment, with 61% of respondents (76% of 18-24’s) recalling a recent outdoor ad for a book, film or show, while mobile handsets and networks also fared well (52% of respondents recalling, and 60% of 18-24’s). The younger group also recalled travel ads (48%) and public service messages for subjects such as drink driving etc (43%).
In the capital, there was similarly high recall of entertainment (77%), mobile handsets and networks (61%) and travel (57%) but also banks and financial services advertising (45%) stood out. Londoners were also likeliest to agree that outdoor keeps brands and products in the public eye (68% agreeing).
“It’s good to get such positive findings from a national survey”, says Outdoor Media Centre CEO Mike Baker. “It is reassuring that outdoor advertising is appreciated, and is part of people’s information gathering process and an integral part of the customer journey on so many categories. Its social contribution in underwriting public transport and services is quite well understood too.”
*YouGov conducted the survey from May 6-9, 2011, using a national online panel of respondents weighted and representative of GB adults 18+. The findings above are based on 1,692 respondents who ticked any box in a series of attitude statements about outdoor advertising.
