Large animated billboards set outdoors trend
Continental Outdoor Media said the so-called OOH medium (out of home) has shown to be an effective interface for travellers and road-users. Studies show that many respondents feel large animated billboards enhance their environment. A study conducted in several African countries for Continental Outdoor shows that recall and awareness of OOH messages rank high.
The PAMRO 2013 country reports revealed that in Botswana, consumer recall of OOH media for large billboards is high, at 60%. Street poles follow closely with a recall of 49%. In Namibia, consumer recall for large format billboards carrying advertising is 42%. This high recall shows sensitivity to the medium. Large billboards in Zambia also have high recall, with 49% of the consumers having seen a billboard within the last 7 days.
A recent study by TNS Mauritius revealed that (via 500 face-to-face interviews) 68% of consumers mentioned that they recall having seen a billboard the day before. Large billboards had the highest recall with 81% of consumers. Billboards are noted to contribute to the aesthetics of the environment with 69% of consumers agreeing that, ‘Billboards make the environment look colourful’. In addition, 50% of consumers agreed that they trust a brand or product that is advertised on a billboard.
The Zambia All Media Products Survey 2011 (ZAMPS) revealed that on average, 8 out of every 10 people have seen a type of either fixed or mobile advertising media.