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INITIATIVE
Right Angle is in the business of Out-Of-Home media development and management in the UAE and MENA region. Right Angle’s Street Furniture is a new medium within the outdoor media offerings of Dubai. Less than a year after launch, Right Angle assessed the performance of the medium and campaigns to ensure effective ROI for advertisers.
Right Angle partnered with Mars Media Services (www.marsae.com) to conduct third-party research on media and brand awareness in Dubai.
OBJECTIVES
The objectives of the research project were to assess the following:
- Media awareness (unaided and aided)
- Sources of media awareness
- Its contribution to ad awareness
- Right Angle Media’s performance
- Public effectiveness perceptions of OOH offerings
- Public perceptions of the Street Furniture product
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METHODOLOGY & SAMPLE PROFILE
Findings were generated via face-to-face interviews following a fully structured questionnaire.
| Study Centers |
: Dubai |
| Nationality |
: All |
| Gender |
: Male |
| Age |
: 18-40 years |
The sample size was 252 individuals, with the breakdown of age, gender and nationality that represented the Dubai population.
KEY MESSAGES
Right Angle Media’s Bus Shelters…
- Rank 2nd on an awareness level as an advertising medium
- Rank 2nd in terms of public perceived effectiveness (PE)
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