The Adshel Effect
The classic Adshel poster hugely increases campaign effectiveness.
In an increasingly digitised media landscape, does the classic Adshel poster have any influence on campaign effectiveness?
Actually, Adshel increases results by over 20% at every stage of the consumer journey.
What we did: In an increasingly fragmented media landscape, we wanted to understand the role the classic Adshel poster plays today and more importantly, how Adshel increases campaign effectiveness.
How we did it: We measured over 13 Adshel broadcast campaigns which also ran across multiple mediums including TV, Radio and Online as well as other out-of-home formats. We partnered with independent research company Fiftyfive5 and started what was an ambitious research study, we were determined to leave no stone unturned.
- 725 media diaries completed.
- 6 ‘A day in the life of’ each the of Adshel Tribes.
- Quantitative survey with over 3,000 respondents.
What we found? The study proved that by combining Adshel street furniture (at broadcast scale) with any media campaign, there was increased effectiveness at each stage of the consumer journey. In fact, campaign effectiveness metrics increased anywhere between 21% and 89%. Pretty effective, right?
But, what really blew us away was by adding an Adshel street furniture broadcast campaign to a media schedule, increased advocacy by 89%! Yes, 89%!
But, wait…. there’s more!
As part of the Adshel Effect, we were keen to understand the value of running a broadcast street furniture campaign alongside other mediums. We wanted to quantify the value of using two mediums together and, more importantly how each medium was impacted with the inclusion of Adshel street furniture. This formed our objective: Establish how Adshel street furniture compliments other mediums in the mix.
The +Adshel Effect
When we looked the impact that Adshel Street Furniture had when run alongside other mediums we found that we had a different impact based on where and how each medium was consumed:
TV: Mainly consumed in the home between 6-10pm. Adshel in contrast to TV is consumed throughout the day, meaning Adshel street furniture can prime and reinforce a TV message leading to an uplift across all metrics and a 60% increase in purchase intent.
Radio: An audio medium. When coupled with Adshel street furniture which is a visual medium the duplication of these two high frequency mediums which tap into different senses drives intrigue (25% increase), advocacy (27% increase) and loyalty (29% increase) the most of all the brand metrics. Here the visual messaging of street furniture enhances the traits of an already loyal radio audience who identify with the station they listen to. Brands advertising in this environment benefit from this.
Print: In a similar fashion to TV, Print media is mostly consumed at home. The impact of priming and reinforcing the print message drives advocacy (28% increase) the most. Adshel builds upon the impact of print as a trusted media and brand advertisers can gain from this trust with advocacy.
Online: A 1:1 Medium. When Adshel street furniture is added to an online campaign the influence of Adshel as a 1:Many medium can be seen. The brand metric Adshel impacted the most was intrigue (38% increase) – driving people to take action and driving them to an advertisers’ owned media channels.
+Adshel Rail Effect
We also isolated the data to understand the impact of advertising within the Adshel Rail environment. We looked at the impact of seeing a campaign in the Adshel Rail environment and found high uplifts across the 4 x core brand metrics: Awareness (25% increase), Intrigue (119% increase), Purchase Intent (51% increase) and Advocacy (114% increase).