Split-Second Recognition: What Makes Outdoor Advertising Work?

CBS Outdoor used a tachistoscope to determine how long it takes to recognize the brand/product advertised in 187 outdoor posters in the Netherlands. Additionally, CBS Outdoor measured the creative appeal of these advertisements. Using 80 content and format variables, an explanatory model was developed to measure creative appeal and brand/product recognition. Some preliminary findings: Clear branding and the inclusion of new-product information enhance product recognition. Large amounts of text and pictures of people delay product recognition. Lengthy, large headlines, information cues, humor, and images of women delay brand recognition. Short headlines, a somewhat longer body text, and a product shot enhance the creative appeal of posters. Specifying a brand name in the headline or providing price information reduces appeal.