Giant Posters

Outdoor advertising is acknowledged as a high-impact medium. Giant poster sites emblazon vast messages across whole buildings, pushing this virtue to the limit.

blowUP Media wanted to learn about the impact of large-scale banner ads. They also wanted to understand the relationship these landmark ads have with their surrounding urban environment. Other lines of enquiry was asked to deliver a research project that would capture hard evidence about the effectiveness of these spectacular ad formats.

Plan

Other lines of enquiry designed a strategic research programme to:

• Measure the effectiveness of large-scale banner ads within the outdoor mix
• Explore their potential to energise the sites they inhabit and thereby deliver value to advertisers
• Film vox pop interviews to capture the natural and spontaneous engagement generated by the giant posters

Results

Our statistical study of giant posters’ ad effectiveness found that outsized ads were rated as fun, impressive, stand-out, memorable and cool. Most importantly, these attributes were transferred to, or rubbed off onto, the brands featured on the giant sites. Focus groups with young urbanites produced a rich understanding of the way large-scale banners generate their impact.

Good creative improves the urban environment, injecting humour, colour and inspiration. The sheer size and audacity of large-scale posters projected directly onto featured brands, which were seen as bold and confident with something important to say. The stylish and compelling vox pop edits that we shot filmed at sites across the country brought each of these key themes to life.

Case notes

"blowUP Media wanted to make a big investment in high quality research to help advertisers understand the power of giant posters and get more value from the biggest of all mediums. We chose Other lines of enquiry to do this project because we felt they understood our business and brought their impressive media research and marketing experience to bear on our brief. Other lines of enquiry delivered a remarkable project that has been well received by the industry and has set a new benchmark for banner ad research."

Managing Director, blowUP media