Outdoor Media has shown very favourable results from both sets of newly released surveys that measure its effectiveness and impact, AMPS and TGI. The latest SAARF AMPS 2012 Main Branded AB was presented to the Industry last Thursday 11 April 2013 and Continental Outdoor Media were proud to acknowledge that every category in which they participate, has gone up, as compared to the AMPS 2011AB release. The TGI(SA) 2012 C released by Ask Afrika on Wednesday 10 April 2013 also showed desirable figures for recall and reach of outdoor advertising.
Lyn Jones, Marketing Manager at Continental Outdoor Media, commented on how this reflects positively on South Africa as a whole, "The growth of the outdoor industry is illustrative of the growth of our country. Out of home (OOH) formats follow the natural growth of our cities and urban hubs."
The AMPS survey revealed that the reach of billboards carrying adverts (for the last seven days preceding measurement) were up by a significant 7% from 57.9% in December 2011 to an impressive 64.9% in December 2012 in the new figures generated by SAARF. In the same survey, reach of litterbins carrying adverts were up 5.2% from 51.7% in December 2011 to 56.9% in December 2012. In addition, building wraps carrying advertisements were up by 3.5% and street poles carrying advertisements were up by 7%.
Outdoor reach, as measured in AMPS 2012 AB (within the past four weeks ), was a remarkable 80.3% of the entire South African population for billboards and 73.4% for litterbins. These figures are also complimented by the TGISA 2012 C survey, which sheds further light on the outdoor advertising recall and reach by outdoor formats.
"OOH is growing and has been recalled more than in the past because marketers are starting to create more relevant messages for specific environments," said Jones. The data provided by Ask Afrika shows a 64.49% recall and reach of large billboards on the side of the road or on buildings and 54% recall and reach for smaller poster sites on the street (including litter bins).
OOH is a particularly effective medium to target the youth market. The TGI(SA) 2012 C figures show that outdoor recall and reach by age distribution for billboards and on buildings scores 66% for 15-24 year-olds, 68.53% for 25-34 year-olds and 66.76% for 35-44 year-olds. In addition, this survey by TGI reveals that billboards target the main shopper with a 65.10% recall and reach.
"OOH follows the money and it follows commuters," continued Jones, "it enables us at Continental Outdoor Media to start talking to consumers at relevant touchpoints throughout their day." This is illustrated in the TGI(SA) 2012 C results for OOH advertising at Gautrain stations (for which Continental Outdoor Media have exclusive rights) when considering LSM distribution; 77.91% of the advertising formats are recalled by and reach LSM 7-10's. Once again in this environment there is a bias towards the youth markets with 29.53% outdoor ad recall and reach for 15-24 year-olds, 31.88% for 25-34 year olds and 22.37% for 35-44 year olds.