Posters (12′ by 25′ billboards) and junior posters (6′ by 12′ billboards) are the stepchildren of the out of home business.  They aren’t as big as wallscapes or 14′ by 48′ bulletins.  They aren’t as sexy as digital billboards.  Yet posters can be an effective marketing tool to promote a product to young people or to influence behavior.

The  2017 OAAA/Nielsen Poster advertising study surveyed 4,200 residents aged 18 and over in 10 markets across the United States about the effectiveness of 36 poster advertising campaigns in those markets.  The study highlights three reasons to advertise using posters.

• Posters reach young adults
• More is better. Campaigns with the most posters had the highest awareness.
• Posters generate store traffic.

Posters reach young people. Young adults were more likely to notice posters.  60-70% of young adults under 45 noticed posters versus only 30-40% of adults 45 and up.  Poster viewership was highest for young adults 25-34.  Look at this chart which shows poster viewership by age.

Source: OAAA/Nielsen 2017 Poster Advertising Study page 6.

More is better.  More is better when you want to make an impact.  There is a correlation between the number of posters in the campaign and ad recall.  Look at this chart which shows ad recall based on the number of posters bought in small, medium and large out of home markets.   A campaign which bought 40 or more posters on a medium sized market produced 4 times the ad recall of a campaign which used 10 or fewer posters.

Source: OAAA/Nielsen 2017 Poster Advertising Study page 14

Posters prompt consumer action.  40% of consumers who noticed a poster visited the business advertised.  24% of those who noticed a poster made a purchase at the business.

Source: OAAA/Nielsen 2017 Poster Advertising Study, page 26

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