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.

Moneygator.com 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."

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