The Big Impression: November’s Top 10 Out of Home campaigns

Opinium, on behalf of Primesight, reveals the ‘Out of Home’ advertising campaigns that had the biggest impact across the UK in November.

“Like many others, I’ve been following The Big Impression across the months and love seeing how this growing body of evidence consistently highlights that public, broadcast marketing strategies move the needle for brands as big and ubiquitous as KFC, O2 and Ford.

Long-term brand-building is the most effective contribution to profit growth, as shown in the work by Les Binet and Peter Field in ‘The Long and the Short of It’ for the IPA. It’s also what OOH does so well and so efficiently. The reach and scale offered by OOH is for brands that want to be seen, big and bold, in public spaces. These brands won’t disappear beneath the fold, they won’t be skipped or blocked, and they will be safe.

I’m always intrigued by the secret sauce of great creative and canny planning and, as The Big Impression database grows over time, I’m sure Primesight will glean some shareable insights into those key ingredients.”

*”100″ represents the average recall score for all measured national out of home campaigns (12) in the tested period.

Read more here.