Outdoor Advertising Association defends 15 per cent ad recall

Despite achieving an awareness figure of only 15 per cent, the Outdoor Advertising Association is hailing its pop art-style poster campaign, designed to promote the medium, a success.

NOP Posterwatch figures revealed that Proving Outdoor Works achieved a 15 per cent awareness figure against a 32 per cent average.

Alan James, the chief executive of the OAA, said: "Considering our campaign had no adstock and started with zero awareness, I'm very pleased. The creative did a very good job for us."

It has been suggested that awareness levels of this campaign could have been higher if it had been more targeted. Nigel Mansell, the chief executive of Concord, said: "The planning was an absolute jumble sale of sites. Specialists would have upped the recall level. But excitement has been built, and the OAA must convert this into action."

The Proving Outdoor Works campaign appeared across 16 formats from washroom ads to giant banners with a ratecard value of £860,000.


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