Nielsen poster advertising study 2017

Diane Williams

Examines results from a Nielsen study, commissioned by The OAAA, to better understand the role poster billboards play in the out-of-home media landscape in the US.
  • The study examined awareness and attitudes towards posters in 10 US markets and measured advertising recall for 36 brands using posters in those markets.
  • Over half of the adults surveyed (51%) noticed a poster advertisement in the past month and 38% noticed a poster in the past week.
  • Younger adults were more likely to notice posters, as poster viewership was highest among people aged 25-34, with 71% noticing a poster in the past month.
  • 47% of poster viewers in the campaign's local market recalled seeing a specific ad and brands that used 40 or more posters yielded...

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