Advertisers will soon be able to measure the effectiveness of bus
shelter advertising campaigns following the launch of research into the
More O’Ferrall Adshel has joined forces with Millward Brown to introduce
a continuous monitoring system for all major ad campaigns running on
Adshel sites. The initiative is due to launch at the end of this month.
The fortnightly research sweeps will monitor recall of the bus shelter
ads and will help Adshel build a picture of the sort of creative
treatments that work well, in addition to allowing the company to track
the recall of individual ads over a period of time.
According to Ian McComas, MOFA’s sales and marketing director, the
initiative - called the Adshel Research Monitor - will become part of
Adshel’s regular service to its clients.
‘This is about giving our clients more information about our medium,
helping them to ensure that their campaigns are as effective as
possible,’ he added.