NEWS: Poster industry tries direct response

Direct response advertising is coming to the outdoor industry with the launch of Postercall, a new joint initiative between BT and the poster contractor, Maiden Outdoor.

Direct response advertising is coming to the outdoor industry with the

launch of Postercall, a new joint initiative between BT and the poster

contractor, Maiden Outdoor.



Postercall is the first direct response mechanism for the poster medium

and is designed to capitalise on the growing popularity of response-led

advertising.



The system will offer advertisers a one-stop package which involves the

use of a pre-designated freefone number linked to BT’s Connections In

Business call-handling operation.



According to Francis Goodwin, managing director of the Maiden Outdoor

division, Maiden Roadside, the project should encourage the use of

outdoor as an effective direct response medium and assist new users in

maximising response levels.



‘We want to quantify the role of outdoor as a consumer-orientated direct

response medium and understand the perception of direct response on

outdoor,’ he added.



The initiative will be tried for a three-month period in the new year

and advertisers are currently being recruited to take part in the pilot.



Clients that sign up will be guaranteed exclusivity in their market and

Maiden is hoping to have six different product categories represented in

the trial.



The pilot scheme will involve extensive attitudinal and behavioural

analysis of respondents to specific poster campaigns. Information will

also be compiled on when and where the poster was seen, whether it was

part of a bigger campaign and what impact that campaign had on the

respondents’ perceptions of the advertiser.



Direct response advertising is an increasingly important revenue

generator for other media - particularly TV. Maiden is keen to prove

that posters also have a role to play in this form of advertising.



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