Advertisers who buy creative poster campaigns can save hundreds of
thousands of pounds because they need so few sites to achieve an
acceptable level of recall, according to new research by the poster
The study graded 77 campaigns from 1997 into ’good’, ’average’ and
’poor’ creatively. It gave the Leith Agency’s Irn Bru campaign as an
example of good creative; an average example was McCann-Erickson’s ads
for Bacardi, while Gartmore’s ads for PEPs was rated as poor.
Public awareness following each was monitored and, from this,
researchers were able to devise a formula, estimating the number of
sites needed to achieve average awareness among the public.
They found that poor campaigns needed 54 per cent more 48-sheet sites
than those of average creativity in order to achieve the same
To put it in financial terms, a car advertiser would need to spend an
extra pounds 315,000 on sites for a medium-weight campaign with poor
creative, compared with an average campaign. Good car advertising would
need a third fewer panels than an average campaign for the same
The average saving made across all sectors by a good ad over a poor ad
was pounds 650,000.
Nigel Mansell, the managing director of Concord, said: ’This study
brings out the huge difference that having really good creative can
make. The amount of money that advertisers can save is enormous.’
The research also found a significant difference between categories.
For example, car campaigns of average quality need a quarter fewer sites
than entertainment advertising to achieve the sector average recall.