With increased investment due to a trend towards ‘engagement’, the washroom poster is seeing a renaissance in terms of demand. New UK advertiser categories are using the medium to reach elusive younger audiences - film distributors and the COI being two advertisers that have really ramped up spend over the last 12 months.

With this in mind, and to encourage further growth of the medium, UK out of home media owner Admedia has undertaken an extensive research study to provide extra evidence to support a medium that is already widely accepted as having captive audiences.

New Research:

Admedia has this month completed an extensive programme of independent awareness research to investigate the effectiveness of washroom media. This study is the most comprehensive work undertaken worldwide, aimed at providing advertisers with a deeper understanding of how the A3-sized poster sites perform in terms of increasing brand visibility and awareness as part of an out-of-home schedule.

Key results of the research give further weight to the idea that captive audiences in the washroom environment show exceptionally high levels of recall of the campaigns viewed. Against fifteen campaigns across a range of venue types using an identical methodology, results show an average of 66% spontaneous awareness rising to 87% prompted recall.

Other findings include that 64% of respondents recall specific detail within the campaign creative, such as a web address or a feature of the product, while 79% agree that washroom posters are a positive addition to the environment. Advertiser campaigns including Max Factor, Tesco, COI, and Proctor & Gamble were researched as part of the study.

Rob Francis, Marketing Director of Admedia comments, “We are pleased to be able to offer conclusive proof of the effectiveness of washroom media. Combined with footfall data supplied by venue operators we are now confident when providing advertisers with accountability in terms of reach and the mediums’ capability of raising brand awareness.”

The washroom medium has been used by 70 of the top 100 UK advertisers since Admedia launched in 1995 along with a range of other ambient media opportunities.

The COI are the top spender on the medium and have run seventeen public information campaigns over the last 12 months alone. Other new brands attracted to the medium within the last twelve months include Virgin Media, EasyJet and The Telegraph with key top three spending categories now film distribution, cosmetics and toiletries and mobile communications. This compares with household stores, pharmaceutical and finance in 2001.

Oliver Cooper, Associate Director of Mediacom says, “Washroom posters give us access to an audience of 18-34’s in highly significant numbers. Evidence that the medium is effective in generating awareness combined with its ability to reach audiences in a sociable scenario makes it very attractive for film releases”.

The capability of washroom media in terms of reach has also grown to offer near broadcast coverage leading to the medium being considered by some as a standard outdoor format. And while the medium is not yet integrated into the outdoor industry’s measurement system it is expected to be included within work undertaken by Ipsos Mori on behalf of Postar.

Source: Research undertaken by MBA.