Research

Outdoor advertising reaches 98% of the UK population every week*

*Source: Route

Big Impression


The Big Impression measures the most seen OOH campaigns every month. Working in conjunction with Opinium, Primesight tests 30 campaigns every four weeks asking the public which ones they recall seeing in their period of display. This provides us with a prompted recall figure and the campaigns are ranked according to the amount of public recall they have achieved. 

The Big Impression

Top 10 out-of-home campaigns

CAMPAIGN INDEX
KFC Small and Large Format Roadside 196
Subway Small Format Roadside and Bus 171
Now TV 'Over 300 Box Sets' Large Format Roadside 165
EE Small Format Roadside 152
Now TV 'The Killer Show Returns' Large Format Roadside 140
Lloyds Bank Large Format Roadside 131
Sky Q Large Format Roadside 131
Tesco 'Food Love Stories' Large Format Roadside 125
Coke Zero Small Format Roadside and Bus 124
McDonalds Coke Zero Small Format Roadside 121

*Index "100" represents the average recall score for all measured national OOH campaigns in the tested period


“OOH is an effective medium in our media mix, and NOW TV’s appearance in The Big Impression validates this”

 MALGORZATA ZIELINSKA, MEDIA CONTROLLER, NOW TV

This chart lists the out-of-home campaigns which had the greatest recall in the period June 2018.

PrimeMobile

Primemobile is a market research technique specifically developed for the Out of Home market

It is a mobile survey encompassing 500 respondents using a pre, during and post survey across your campaign. Using Primemobile will ensure research delivering the following: 

Best use of technology 

Capture real impacts 

No misattribution 

Get the power of each creative 

Discover effective frequency 

Understand moments of recognition 

Awareness and attitude

Read more >

Primedesign

Primesight understand the importance of getting the creative right. We have developed unique research software to help evaluate the visual attention received by the creative execution.

By utilising this visual analysis software which predicts where people initially look when viewing complex scenes, we are then able to offer thought or guidance on a campaign. A wide variety of our clients have used Primedesign to assess and improve the effectiveness of the visual impact. For those that have invested in out of home media with

Primesight, we provide this service as part of our drive for better results.

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EPOS

Primesight uses EPOS (Electronic Point of Sale) data to provide accountability of convenience 6 sheet campaigns to our clients. The data enables us to examine the effect of convenience advertising. This is done through the analysis of sales data across test stores (where the advertising is active) vs control stores where there is no advertising. The data can be used to show direct sales uplift during and following a campaign.

Route

Primesight are a Board member of Route, the industry body for the measurement of out-of-home audiences. Route research combines the key elements of an extensive Travel Survey, a comprehensive Traffic Intensity Model and a ground breaking Eye Tracking Study, making it the world leader in the capture and application of audience data to measure the reach and frequency of outdoor advertising campaigns.