Study compares Out of Home advertising exposure with other media types
The market research firm DieMarktforscher.org examined advertising awareness among German-speaking Swiss residents, comparing out-of-home advertising (street, rail, and shopping) with other media formats.
As part of advertising tests, the market research company DieMarktforscher.org determines the performance of possible advertising channels and has now published a summary of the results. The study is based on 2,700 interviews conducted in German-speaking Switzerland from February to September 2018.
The differences between Out of Home - Street, Rail and Shopping are shown for the first time.
The advertising attention of the German-speaking Swiss:
It comes as no surprise that Out of Home Street and online advertising are among the channels that attract the most attention, the company writes in a press release. If the recall values of campaigns are measured, channels with high contact intensity are the most convincing, and OoH is unbeatable in this respect.
No other medium can address young and well-educated target groups so effectively:
Advertising is only effective if people are not bothered by it. This is a factor that should also be taken into account when choosing an advertising channel. It turns out that out-of-home is the most appealing form of advertising. Online advertising, on the other hand, is perceived negatively. This is especially true for advertising on social media channels.
