The billboard: top medium for active selling

The billboard poster is recognized as a highly efficient medium for selling. Intermedia comparisons show it to have the highest ROI (return on investment), either as the primary medium or in mixed campaigns. Relative to its share in the media mix, the effect on sales of the poster is actually five times greater than other media.

Of all the classic media, the poster has the greatest leverage effect for boosting sales.
The inclusion of posters in mixed campaigns increase the ROI of the other media deployed. The study shows that posters significantly increase the efficiency of TV advertising.
In mixed campaigns, the poster has a leverage effect on the other media as well. It significantly improves the ROI values of the associated media.
Quelle: Studie von Brand Science des FAW (Fachverband Aussenwerbung e. V.), Frankfurt am Main, DE, und der APG, September 2010