Friday, June 29, 2012

Taking the message sky high

You’re stuck in traffic. Or lying on the beach gazing up at a blue sky. Perhaps you’re hiking on Table Mountain or hanging out at a pavement café in Parkhurst. A small plane flies overhead, quite low in the sky. It’s pulling a massive banner. You crane your neck to read what it says…

And that’s the rub: did you get the message? Did it stay with you? Did the company paying for advertising on a sky-high banner get what it was looking for?

Thomas Kritzer, from Sky Messaging, believes this particular out of home advertising media delivers major impact – and he can prove it. “Results hinge entirely on the message that clients choose to fly. We can positively demonstrate the recall rate that banners have achieved in the past, which is a result of the brand itself and/or of the message that is being displayed, that has been proven to be around 27% over 50 flight hours and as high as 48% over 100 flight hours. In one instance we even had 89% of all sampled respondents recall a banner that flew for only 10 hours!” he says.

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