Content: Research


Who sees posters? What effect do posters have? Do people like them? – APG|SGA has been devoting its attention to such questions for over a hundred years. All of our studies are carried out by independent market research institutes and supported by independent scientists. We differentiate between:

  • Poster advertising media research
  • Poster advertising material research
  • Best Practice


Subject of study Type of study  
  Studies on posters advertising media Studies on posters as advertising material
Poster sites Contact opportunities Poster site quality and recollection
Poster networks Contact opportunities and Reach

recall values

  Media performance Media effectiveness





Hängekarton GVB.jpg

Advertising that gets straight to the point

"We quite clearly reached homeowners in a context relevant to them. Furthermore, it became apparent that a combination of advertising spaces at the point of interest created an increase in contact levels."

Read more




Return on Investment of classic media

  • Posters deliver the greatest leverage for increasing sales and among all classic media generate the greatest return on investment (ROI). On average, EUR 1 spent on advertising produces EUR 2.10 in sales revenue for the customer.
  • The sales effect of posters is five times their average share in the media mix.
  • Within the scope of mixed campaigns, posters also sustainably improve the ROI of the other media.



Poster advertising is appealing – advertising on electronic media less so

A survey carried out by Innofact AG on the appeal or disruptive effect of advertising backs up earlier results: In general, the public has a very positive attitude towards advertising. They consider poster advertising to be most appealing. Advertising on electronic media is the least popular.
However, advertising at railway stations, in the cinema, on public transport, at sporting events or in newspapers and magazines is mostly well received. In contrast, people are more reserved towards TV, Internet or radio advertising. A considerable majority find advertising on electronic media to be disruptive. For example, 71% of those surveyed stated that TV advertising annoys them or interferes with their media usage. People in German-speaking Switzerland are disturbed by advertising while watching TV more often than those in the French-speaking region. These users, in contrast, are more disturbed by Internet and radio advertising than those in German-speaking Switzerland. Advertising in public areas and in newspapers and magazines is clearly felt to be the least disruptive.