Complete lockdown and nobody is on the street? False! Mobility monitoring clearly shows that there is no zero level and people are still on the road. With a case study, the geolocation app GIM Traces and the Digital Media Institute also prove that the advertising impact and brand awareness of campaigns with digital outdoor advertising achieve extraordinary values despite lockdown.
In the case study, the advertising impact of two campaigns for the Hylo Eye Care product (trademarked brand of Ursapharm) was compared (2019 vs. 2020). The digital spots were shown on 80,000 screens. These so-called touchpoints were, for example, screens in pharmacies, in retail stores, at subway stations and in doctors’ waiting rooms. To measure the advertising impact, telephone and online surveys were used, as well as geo-data from the GIM Traces app from several thousand app users who had previously agreed to geo-tracking.
Question: Does digital outdoor advertising make sense during a lockdown?
Study answer: Yes!
Despite lockdown, people continue to go to work, shop, visit the doctor, or exercise outdoors. In 2020, as many as 62 percent of all people tracked had at least one contact with a touchpoint. In total, that was just 3 percent less than the previous year. And that, despite lockdown!
The strong results in terms of brand recall and awareness are also attributed not only to motifs with well-known soccer players, but also to the fact that a stimulus-reduced environment leads to greater attention to the screens.
Conclusion of the study: Digital out-of-home advertising (DOOH) offers enormous potential for products and brands even in lockdown and difficult advertising phases. No wonder, then, that the share of digital advertising media in outdoor advertising is already at 35% and continues to rise. After all, digital outdoor advertising achieves an outstanding advertising impact and increases brand awareness.