Until now, the "Universe Switzerland" was fixed at the population level of 31.12.2011. However, the average population in Switzerland grew by 9.75 percent in the period up to 2021. The media performance in terms of visibility-weighted contacts has therefore been underestimated and underreported.
As the average daily distances of the Swiss population have now normalized to pre-pandemic levels, the universe has now been updated to the status of 31.12.2021 as part of the regular area and territory update in June. The resident population was individually updated for each municipality in Switzerland with age and sex.
While OOH/DOOH gross contacts, gross reach and net reach increase in line with reality, this has no impact on the net reach percentage. In future, the population will be updated annually in the regular area update in January.
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In Lucerne, the number of digital poster pillars is to be increased from seven today to 15. In addition, the number of poster sites is to be reduced by ten to around 550. This is what the city envisages in the tender for poster sites for the years 2024 to 2032, as it announced on Monday.
In Lucerne, the billboards on public land and on municipal properties are managed by Clear Channel Schweiz AG. The contracts expire on June 30, 2024, which is why a call for tenders is necessary.
The first digital billboards went into operation in Lucerne in 2016. They are not only used for advertising, but the city also publishes public information on them. According to the city, these pillars have created added value. Eight more digital poster pillars will therefore be created in the next few years.
High power consumption
However, the city is also aware that the moving advertising of the digital posters can also create hectic. The new contracts therefore contain strict specifications, the statement said. Because the power consumption of digital billboards is higher than that of analog billboards, the city removed about 60 billboards to compensate. Around ten more are to be removed from 2024. This will also create space in public areas and increase traffic safety, the city said. (sda)
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As of now, the planning for 2023 is accessible and every advertiser has the opportunity to secure their desired advertising spaces and thus ensure effective and coherent communication for their brand.
Advantages of communication with Horizon
The company attaches great importance to serving local communities. Its employees live in the heart of the region and know the travel and consumption habits of the population. In addition to efficient and consistent coverage, Horizon offers needs-based consulting and comprehensive communications solutions. Horizon is dedicated to a new vision of outdoor advertising that is local, efficient, balanced and accessible to all.
Horizon advertising space is marketed by Impactmedias.
More info:
Laurent Claron, Director Impactmedias: [email protected]
Etienne Reignoux, Horizon Director: [email protected]
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