Building big brands
The importance of great design for Out of Home advertising
A solid creative idea is fundamental to an effective advertising campaign, and to craft Powerful Posters, how a poster is designed for its environment can be critical to its success.
In crowded categories, driving awareness and consideration can be a challenging task, particularly for new and emerging brands, so ensuring communications are clearly branded and well-designed for the channel is crucial.
As part of our industry insight study, The Power of Towers, the importance of how a poster is designed is clear.
Well designed and branded posters have a clear and positive impact on recall and standout.
Creatives with larger visible logos, and built on more prominent brand codes, lead to a significant increase in recall, stand out and consideration. Smaller and less prominent branding, particularly for a brand with lower spontaneous recall, showcased smaller impacts on brand metric uplifts.
Looking at the creatives we can see a significant misattribution of Gorillas to ‘Fast and Fresh’, which became more prominent across multiple exposures, demonstrating the need to ensure clear, legible communication of the brand and proposition on Out of Home executions.
