Advertising Recall Analysis

By the Technology, Media & Telecommunications Group

Advertising recall is a measurement of advertising effectiveness and ROI. The study linked below was conducted on the five primary advertising channels: TV, Radio, Online, Print and Out of Home (OOH). Respondents are exposed to an advertisement and then, at a later point in time, asked if they remembered the advertisement on an aided or unaided basis. Ranges shift depending on the parameters of each study (e.g., aided vs. unaided recall basis, length of time for recall and sample size/nature and scope).

So what’s the bottom line? The results demonstrate the boost brands can receive from running ads through OOH – digital OOH represents a significant increase in ad recall compared to other media channels.