Recognized in a Split Second

The effectiveness of outdoor posters

Lex van Meurs
Intomart GfK bv, The Netherlands

Mandy Klerkx
Amsterdam School of Communications (ASCOR), University of Amsterdam, The Netherlands

SUMMARY

The world is full of outdoor posters. Some of these posters are more successful than others, with large differences in the appreciation and speed of recognition. Consumers are confronted with outdoor posters for very brief periods of time, many times a day. Outdoor posters need to communicate their message very quickly. This research project presents practical guidelines for advertisers on how to make their poster more successful. The research also provides insight in the patterns people use when processing the enormous amount of outdoor advertising we see for a split second.