Insight via adshel research monitor

The Adshel Research Monitor (ARM) is the most extensive research database in the outdoor media industry. In the past decade, over 400 street furniture campaigns across Australia and New Zealand have been researched at an investment of more than $2 million.

A wide range of categories and brands have been researched providing accountability for Adshel and the street furniture medium. In 2007-08 alone, Adshel has researched 35 outdoor campaigns to determine recall rates, likeability, relevancy, propensity to purchase and the effect of combining TV and outdoor.

ARM enables clients to understand the effectiveness of their outdoor campaign through accurate, relevant and actionable research.

key learnings from ARM

TAILORED TARGETING
Research has shown that adding a tailored component to a broadcast outdoor campaign increases awareness by up to 40%.

SYNERGY WITH OTHER MEDIA
As audiences change, achieving reach through traditional media is becoming increasingly challenging. Results from ARM show that Adshel can deliver unique audiences over and above other media. Research shows that when outdoor is added to a TV campaign, there is a significant incremental lift in awareness across all mediums.

INSIGHT INTO CREATIVITY
Adshel in conjunction with Nielsen have developed an out of home creative model to benchmark creative diagnostics. The model delivers key learnings for advertisers and provides greater insight into the impact of creative in out of home. The creative execution is rated by respondents based on Empathy, Persuasion, Impact and Communication (EPIC) statements.