Momentum Plakat 2018

About the importance of mobile data and their use in planning and controlling of OOH- and DOOH-campaigns we do not have to discuss anymore. They already represent a substantial value. It is a building block whose meaning will grow further and an apparatus that extends the strategic and tactical possibilities of brands and angencies many times over.

The meaningfulness of the conjunction of outdoor advertising campaigns with online activities and mobile ads ist not debatable anymore either. It is rather a corollary and an activation-lever that can pay considerably into the profit account.

However, as much euphoria and exitement for Geo-Targeting, Heatmaps, Geofences and all that what Big Data gives us as possibilities for very well distributed OOH- and DOOH-appearances now and in the future – the in this mesh most important station of the customer journey may not be kept out of sight: The subject and its basic qualities.

The better the framework conditions the higher will be the demands to the implementation. If this is already clear in the minds of decision makers on the brand- and agency-side? The glance on the current status of Billboard and company missgives unfortunately quite often.

Some key findings.

The average values of the “tops” and “flops” are worlds apart—ranging from excellent to unsatisfactory / If we add the top values of all 15 tested industries for large-surface ads, backlit billboards, signs, and columns, the average result of 600 tested designs is 94.79 percent. However, 15.56 percent of all segment winners tested by IKAO failed to reach the 90 percent mark.

If we add the total results of the flop values, we have an average of 50.15 percent (2014 the average was at 54.38 percent). These types of design are unsatisfactory and must be considered unfit for billboards.

What’s worse: More than half of the design flops fall below this average value. The biggest flops scored just barely above the 40 percent mark.

Too much mediocrity. Too many simple and avoidable errors / Excellent designs aligned with the mechanisms of human perception are most often found in the fashion, cosmetics, automotive, food and beverage industries.

However, lower results even in the top designs and an overall higher number of implementation errors can be found in materials submitted by the education, financial services, and telecommunications industries.

The baseline level of the materials must rise / In the latest inquiry it again stands out that the gap between Top- and Flop-motives is still to wide. The average gap amounts to 47.03 percent points with billboards, to 42.89 percent points with city light boards, and to 43.99 percent points with advertising pillars.

Too little or too much: A surprisingly large number of PoS ads had problems controlling their momentum / PoS ads show how brands and agencies have a particularly hard time with the sophisticated use of the poster ad medium. With regard to information load, these ads often overshoot their goal. There is often a lack of sensitivity regarding the applicable PoS environment when it comes to implementing active elements.

Over 50 percent of all DOOH commercials and screens are ineffective because formal weaknesses prevent them from penetrating the viewer’s field of consciousness / In 61 percent of the 125 reviewed digital ads, the brand was clearly underrepresented—a fundamental mistake that can have a particularly negative impact on ads that are perceived by consumers in a selective manner, often while moving swiftly.

The greatest differences between top and flop values for DOOH commercials and screens were found in the following sectors:

  • Brand presence (95.39 percentage points)
  • Retention (90.83 percentage points)
  • Visual anchor/impulses (89.67 percentage points)
  • Use of font (87.92 percentage points)
  • Animation quality (86.35 percentage points)

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“We are not aware of other models that match IKAO’s Dialog Structure Measurement in quickly delivering practical recommendations for optimizing existing creations.”

– Dirk Lüger, CEO Weischer.Solutions, Hamburg –

Institut für Kommunikations-Analyse
und -Optimierung

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