Bigger is not always better, according to independent study on outdoor media.

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Dubai, UAE, : Location, high quality creative and versatility are the key factors attributed to the success of outdoor advertising campaigns, according to landmark research commissioned by Right Angle Media, the UAE’s pioneering Out-Of-Home (OOH) media company.
 
The study, produced by independent researchers Mars Media Services, is a first of its kind in the emirate and was undertaken to measure advertising effectiveness in the outdoor advertising sector. The research aims to establish a benchmark to enable businesses to better plan and measure advertising activity.
 
Scott Rowe, Director of Sales, Marketing and Business Development, Right Angle Media, said: “Quantifying ROI is a markeeter’s chief mandate, although it’s previously proved challenging in this market. It’s essential that effectiveness outcomes can be accurately forecast and sustainable campaign objectives are matched with the media choice.”
 
Dubai’s air conditioned bus shelters consistently ranked highly in the study, which revealed that over 90% of the general public has an awareness of bus shelter advertising and 67% could name brands which had advertised on the shelters. 91% of the general public rank air conditioned bus shelters as being a good asset for Dubai.
 
“The CPM (cost per thousand) of air conditioned bus queue shelters ranked lower than any other form of OOH advertising in Dubai. These results reinforce the effectiveness of Right Angle Media,” continued Mr. Rowe.
 
“While outdoor media is a universally accepted advertising channel, many misconceptions still exist in the industry, which were addressed by the research. Bigger advertisements are not always better. Vehicle count is also not a measure of effectiveness. Not all outdoor mediums work in the same way, their campaignable attributes vary significantly. Location, high quality creative and versatility of the media matter most, in order to ensure a good return,” he concluded.
 
The study is the first phase of ongoing research commissioned by Right Angle Media, with industry-specific profiling currently taking place. 
  
About Right Angle Media:
Right Angle Media is the pioneering company behind the world''s first air-conditioned bus queue shelter project. It is one of the world''s biggest and most unique street furniture projects and is a standard bearer for future street furniture concessions globally. The project is scheduled to run for over ten years on a DBOT (Design, Build, Operate, Transfer) basis and will be run exclusively by Right Angle Media.
The company offers city-wide outdoor advertising concessions throughout the GCC region, providing an effective media outlet for clients to create and maximise opportunities for customer acquisition, market penetration and brand prominence.
Right Angle Media’s management team possesses significant global expertise,in excess of 80 years collective outdoor advertising experience. The team aims to provide innovative and comprehensive campaign management solutions which deliver on clients’ needs and objectives. Dedicated to improve the landscape of the cities where the company operates, Right Angle Media has a clear program of rapid investment and expansion over the next five years in the entire MENA region.

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