Recognized in a split second. Effectiveness of outdoor posters

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised.

Recognized in a Split Second

The effectiveness of outdoor posters

Lex van MeursIntomart GfK bv, The Netherlands

Mandy KlerkxAmsterdam 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...

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