Split-Second Recognition: What Makes Outdoor Advertising Work?

CBS Outdoor used a tachistoscope to determine how long it takes to recognize the brand/product advertised in 187 outdoor posters in the Netherlands.

Split-Second Recognition: What Makes Outdoor Advertising Work?

Lex Van MeursIntomart GfK bv, The Netherlands

Mandy Aristoffruby cha cha, Australia


The question this study seeks to answer is, “What aspects of the format and content of an outdoor advertising poster affect the speed of recognition of the brand and product advertised and enhance its appeal?”

Most often, exposure to outdoor advertising is a very brief experience. That timing mandates the need to communicate messages very quickly. Some outdoor posters are more successful than others. Indeed, there are large differences in the attraction of posters and...

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