PresseBox
Pressemitteilung BoxID: 375958 (APG|SGA, Allgemeine Plakatgesellschaft AG)
  • APG|SGA, Allgemeine Plakatgesellschaft AG
  • Giesshübelstrasse 4
  • 8027 Zürich
  • http://www.apgsga.ch/
  • Ansprechpartner
  • Beat Holenstein
  • +41 (58) 22070-51

Posters achieve the highest return on investment

(PresseBox) (Zürich, ) How do you get a maximum return on investment (ROI) with a limited advertising budget? What is the role of the poster in the media mix? A neutral study into the sales effect of advertising sheds light on this topic.

Efficiency and profitability are becoming increasingly important in advertising, with the main focus on return on investment (ROI). Companies who advertise want to know what impact the money they invest in advertising is having on their sales. APG, together with German industry association FAW (Fachverband Aussenwerbung e.V.), wanted to find answers concerning the impact of advertising on sales and so commissioned a study for this purpose. In the study, the independent "BrandScience" research team closely analyzed 49 advertising campaigns from Switzerland and Germany.

The results of the study at a glance
"BrandScience" has revealed the fact that, of all classic media, posters achieve the highest return on investment. The detailed results are that:

- Posters generate the highest ROI both as a basic medium and in mix campaigns.
- In mix campaigns, posters improve the ROI of other media deployed.
- The sales effectiveness of posters is five times greater than their share of the media mix.
- Among all classic media, posters deliver the best leverage for boosting sales.

Beat Holenstein, Head of Marketing & Acquisition at APG, commented on the results of the study as follows:
"We know that a well-balanced media mix is essential. And I'm not surprised that posters act as a strong sales lever; after all, they are placed exactly where customers who are on the move make their purchase decisions. However, I am surprised at the disproportionately strong growth in sales if the advertising budget is shifted towards posters, or if an additional budget is made available. It is quite astounding."

APG|SGA, Allgemeine Plakatgesellschaft AG

APG AG is the market leader in Swiss outdoor advertising, with a market share of 75%. As a subsidiary of Affichage Holding SA, the company provides posters at busy locations all over Switzerland. Using one of the largest natural gas-fuelled vehicle fleets, the regular trips made by its employees to expertly hang posters in urban and out-of-town settings have minimal environmental impact. With over a century of experience at these diverse sites, APG combines quality with decades of tradition.