Adshel attempts to quantify the cost of bad poster creative

The outdoor contractor Adshel claims it can quantify how much poor creative work is costing clients in terms of lost or gained media value.

The company has research material, based on a database created from interviews with 40,000 people on more than 1,600 campaigns, which analyses how creative campaigns have performed on the street.

Using this data, Adshel can offer clients a gain or loss analysis. Wella's Vivality campaign scored additional media value of £160,000, with 80 per cent of the people surveyed rating it as easy to understand. scored poorly, with a corresponding loss of potential media value of £302,000.

Peugeot has put some of the research recommendations into practice, resulting in increased awareness levels.

Yvonne O'Brien, the marketing director of Clear Channel UK, Adshel's parent, said: "This tool means advertisers can see the financial implications of a creative before it hits the streets."


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content