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Study: High-school advertising effectiveness

Glacier, a Calgary-based out-of-home media company specializing in advertising displays in North American high schools, has released a report the effectiveness of advertising aimed at post-secondary students. The study was compiled in collaboration with consulting firm Academica Group and focused particularly on colleges and universities attempting to attract prospective students.

Regarding traditional media, the study found that advertising recall among students was 57% for in-school posters. However, decision-making was was prominently affected by family members, friends and teachers.

According to the results, high school students are most likely to recall social media ads and other forms of digital advertising, with the ad recall rate for social media increasing 15% over the last year. The top three services used by consumers in this age group are Instagram, YouTube and Snapchat, with TikTok also becoming increasingly popular.

“The only effective traditional medium to reach high schoolers is ads or posters on walls in high schools,” said Matt Diteljan, CEO of Glacier. “Any other form of traditional marketing such as radio, TV and billboards is a waste of money.”

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