Winter months are usually bad news for the out of home (OOH) industry due to lack of light, but Adshel is using the colder weather to promote the benefits of digital and illuminated panels.
The outdoor company claims that 32% of an advertiser's daily audience can be missed out during the non-daylight savings period given it is darker during peak evening commutes.
Adshel head of marketing Charlotte Valente tells AdNews the figure will be used as part of a trade campaign to industry to showcase the impact of recent product innovations made by the company, including its digital screen network, Adshel Live.
“We've just done a massive illumination project throughout the business in 2015 and 2016 and Adshel Live was a part of that but we also updated our shelters with LED lighting and put in a tighter process around illumination for our network,” Valente says.”
“We really wanted to dig out and understand the impact of a brand not being visible after dark.”
It comes off the back of research conducted earlier this year by Adshel to look at the impact of the world's oldest advertising medium in an increasingly fragmented media landscape.
The research, called the Adshel Effect, found that individual media channels will have a different amplified impact when outdoor street furniture is added to the mix.
It found that Adshel boosts purchase intent when used alongside a TV campaign by 60% and increases intrigue when placed alongside an online campaign by 38%.
When used with radio, Adshel increases loyalty by 29% and with print increases advocacy by 28%.
Valente says the research, combined with its trade campaign, both serve to show how its product can amplify messaging.
“For us, the research is about identifying that if a client comes to us and says we're doing TV but we're not sure what format of OOH to use, we can show that OOH really does have strength and impact,” Valente says.
“A lot of this research is actually inspired by conversations we have with media agencies: understanding the current challenges, what is working, what's is not working, what is missing. Anything that we can do to provide them with more support and justification for putting things on the plan.”
The release of Adshel Effect findings follow the outdoor company ramping up its research and insights division over the past 12 months. The company not only has insights to provide sale support but now has a dedicated resource that looks at bespoke research projects for clients.
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