Study: Proven advertising effectiveness of ad screens
Swiss Post and IG Adscreen, in collaboration with the market research firm Le Lab Consulting, conducted an effectiveness study on the new medium. The conclusion: Adscreens are effective advertising platforms.
Together with the market research institute Le Lab Consuling, Swiss Post and IG Adscreen conducted an effectiveness study on the new medium. The conclusion: Adscreens are effective advertising media. The measurement of advertising effectiveness was carried out using a post store campaign. For the study, Swiss Post supplemented its campaign with presences on all ad screen networks of various marketers and in combination with TV, weekly newspapers, consumer magazines, POS posters and brochures. According to IG Adscreen, 620 interviews with people between the ages of 15 and 49 from all over Switzerland were conducted to determine recall, brand recognition and sympathy for the campaign.
The study shows that the medium is widely used in Switzerland and is well perceived: Every fourth Swiss respondent remembers seeing the Postshop campaign on an ad screen. Swiss adscreens can be divided into three main categories: Those at the point of sale (e.g. Coop Pronto), those at points of interest (e.g. sports stadiums) and those at points of traffic (train stations). The study also showed that adscreens are more widespread and attract slightly more attention in French-speaking Switzerland than in German-speaking Switzerland, and that they are particularly effective with men. The study also showed that adscreens are particularly suitable for generating double contacts.
The study shows that the medium is widely used in Switzerland and is well perceived: Every fourth Swiss respondent remembers seeing the Postshop campaign on an ad screen. Swiss adscreens can be divided into three main categories: Those at the point of sale (e.g. Coop Pronto), those at points of interest (e.g. sports stadiums) and those at points of traffic (train stations). The study also showed that adscreens are more widespread and attract slightly more attention in French-speaking Switzerland than in German-speaking Switzerland, and that they are particularly effective with men. The study also showed that adscreens are particularly suitable for generating double contacts.
