Research claims outdoor extends effectiveness for financial service advertising
Matt Whipp, printweek.com, 20 October 2009

Print and online are the most effective forms of advertising for financial services companies, new research has revealed.

According to figures from Brand Science, radio generates just 87p for every pound spent on advertising, while the figure for TV is £1.57/Direct mail achieved £1.43, while print offered £1.80, bettered only by online at £1.89.When production costs were taken into account, the revenue return on investment worked out as £1.75 for online, £1.67 for print, £1.47 for outdoor, £1.34 for TV, £1.33 for DM and £0.99 for radio. However, coupled with outdoor advertising these rates rise, with printed boosted some 14% and TV by 30%, while online is improved even further by 82%.Brand Science global director Sally Dickerson said: "Outdoor helps the response media, including print and online, to work harder. Outdoor also delivers high returns on investment in itself, and deserves a much higher share of investment.

"The study was carried out for Clear Channel Outdoor