Old-fashioned ads still work

Cape Town - The latest and apparently greatest is not always the best when it comes to out-of-home advertising.

A survey by specialist media agency Posterscope shows billboards in shopping centres and supermarkets have more influence on people's perceptions of brands than electronic advertising in the same space.

Traditional billboards also trump other forms of out-of-home advertising, while big screen TVs at taxi ranks and train stations rank low. This is despite most respondents saying that advertising helps alleviate commuter boredom.

Out-of-home advertising includes outdoor billboards (electronic and traditional) as well as those in malls, airports and stores.

Tracy Roberts, MD of sales promotion agency Integer, is not surprised by the in-store findings. "I have seen some research that proves this and it is the same trend in the US." Shoppers prefer to interact with the product, she said.

Roberts described screens as becoming like wallpaper which should rather be used for brand building and as a trigger to remind shoppers of a forgotten item.

"The best place for them might be in a queue where there is a captive audience rather than using them to promote price and product. People are on a mission, and they're unlikely to stop to catch what's on a screen."

Posterscope MD Dawn Rowlands argues that about 70% of respondents report being influenced by electronic advertising in malls. She predicts a major shift up in the near future as far as electronic out-of-home goes, especially when the Gautrain is up and running.

Financial services such as insurance firms gain most from roadside billboard investments. While only 25% of survey participants find them interesting, 66% believe that the companies are reputable by virtue of using the channel.

The numbers continue, with 75% being prompted to do their homework on the company or product. After seeing the same billboard a number of times, 66% get quotes.

A cross-media comparison showed that TV ads received the highest noting (awareness), followed by magazines, radio, newspapers and malls. In their ability to influence opinion of brands and companies magazines lead the pack, followed by newspapers, sponsored TV or radio programmes and articles and brands being spoken about on television. Press promotions and advertorials wrap up the top five.

A total of 75 000 people took part in the study worldwide, including 2 000 South Africans. They were asked which advertising channels influence their perceptions about brands and companies, and to what extent.

- Fin24.com