Awareness Study done to display the effectiveness of Poster Billboards.

In a study performed in the Salt Lake City market, the effectiveness of billboards at raising awareness was tested. As a result, the study found that billboards, specifically posters, were incredibly effective at building awareness.

The methodology for this study had five steps.

Step 1: 300 people were surveyed and asked what the first train to cross the golden spike was (Jupiter). Secondly, they were asked a control question, if they could name Utah’s Lt Governor (Spencer Cox).

Step 2: Next, Reagan Outdoor posted a rotary poster plan. Importantly, the messaging on these posters read “Jupiter Train of the Golden Spike” as seen above.

Step 3: Third, after the posters were up for one month, a new sample was asked the same questions. Awareness for the Golden Spike had risen from only 2% to 25.7% after just one month, an 1185% increase!

Step 4: After two months, 300 new people were surveyed the same questions. Again, awareness rose, this time from 25.7% to 37.3%, another 45% increase.

Step 5: Finally, after three months the same questions were asked of a new sample of 300 people. After the three month campaign, awareness went from only 2% all the way to 47%, a staggering 2150%.

Consequently, because of the campaign awareness was improved greatly for a relatively unknown subject. Additionally, a website at the bottom of the billboards, JupiterTrain.com, received over 500,000 hits and 13,676 visits.

A poster billboard campaign generates not only the most reach for your money, but also has high recall. In a study by PJ Solomon, billboards were shown to have the highest recall of any advertising medium. Read more about this on our blog here.