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More advertising studies

Advertising only works if it gets exposure.

 

It may be very challenging to find the right media mix. In times of tight marketing budgets and ongoing changes in media consumption habits, there is a growing need for certainty and dependability. With respect to their proven advertising impact, Out of Home Media are one hundred percent reliable.

Here you will find informative advertising studies that we have conducted together with renowned research institutes in various communication spaces.

Unique environment for effective advertising

The advertising space "mountains" offers a unique environment for effective Out of Home campaigns. Advertising in the mountains meets an audience with purchasing power and a willingness to spend. In collaboration with intervista, a targeted survey of skiers was carried out for the 2019/2020 season, which delivered convincing results. The figures, data and facts show that advertising in the mountains not only receives above-average attention, but is also highly appreciated by the public. Moreover, the uniqueness of this advertising space for the communication of brands and products is underlined. Some facts are listed below. The complete presentation with all market research results can be viewed by clicking on the following link.

In the mountains

  • you have more space and less competition for your advertising.

  • the target group is very receptive to your advertising message.

  • longer waiting times allow for intensive advertising contacts.

 

I notice advertising in winter sports areas.

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In Wintersportgebieten bietet mir Plakatwerbung eine willkommene Abwechslung, um Wartezeiten zu überbrücken.

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In winter sports areas, billboard advertising offers me a welcome change to bridge waiting times.

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In general, how conspicuous are the following forms of advertising from your point of view?

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«BDM Business Decision Makers» –
international airport study by JCDecaux
among top managers

(2018, 4 ,464 interviews worldwide, values in %)

Survey on the attitude of top managers
towards business trips and B2B advertising.
Source: Future Thinking, 2018

 

Questions:

Flughafen Grafik EN

At the airport, top managers are receptive to B2B advertising and
perceive it very strongly.

High-impact live communication

The survey results on a MAC Cosmetics campaign at Zürich Stadelhofen station prove it:
promotions at stations are highly popular with travellers and passers-by.

Source: INNOFACT AG, Zürich, conducted the online interviews
in 2016, directly after the completion of the MAC Cosmetics
campaign.

 

91% of those questioned are aware of the MAC Cosmetics campaign.

Grafik Promotion EN

Advertising awareness: n = 169, women, 15–59 years old,
regular commuters at Zürich Stadelhofen station.

64% of those questioned think the MAC Cosmetics brand is very or quite appealing.

Grafik Promotion EN

Brand appeal: n = 111, women, 15–59 years old,
regular commuters at Zürich Stadelhofen station,
noticed MAC advertising and already knew the brand.

TMS Perception Study

For APG|SGA Transport Advertising, qualitative data on the attention behavior of advertising spaces in buses was collected using a new measurement method. In spring 2020, a multi-stage pilot study was conducted using eye-tracking to analyse passengers' gaze patterns during bus journeys in public transport vehicles of Luzern. In addition, follow-up surveys on perception were conducted.   
The original hypothesis was clearly confirmed. Public transport interior spaces in general, but especially the TrafficMediaScreens, attract a lot of attention and offer a unique environment for effective out-of-home campaigns. This was the result of the qualitative study conducted by the HEG Haute école de gestion Arc Neuchâtel. The use of the smartphone also stimulates the advertising effect. Therefore, TrafficMediaScreens are ideally suited in combination with mobile campaigns from aymo MobileTargeting.

 

Most important results

  • TMS screens were observed by the entire random sample (n=17)

  • TMS screens received significantly more attention than smartphones, accounting for 54% of the measured contact time

 

% share of dwell time per advertising medium (eye contacts) in total

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Eye contact with the smartphone that was brought along significantly increased the time spent on the TMS screens - namely by more than 43%, from 32.9 seconds (without smartphone interaction) to 47.1 seconds (with smartphone interaction).

 

Share of dwell time by advertising medium (eye contacts) in total

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Public transport advertising perception study (BLS study 2014)

Public transport advertising is noticed, liked and sticks. 5 million people in Switzerland use public transport every day and are receptive to advertising messages. Public transport advertising achieves the highest reach.

 

Where is advertising most noticeable during commuting?

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Public transport advertising is actively viewed

85% of passengers regularly look at advertising in/on buses, trams, trains.

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Public transport advertising is likeable

87% of passengers find public transport advertising likeable.

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Sales results thanks to public transport advertising

66% of the advertising target groups buy products based on advertising they have seen on public transport.

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The target groups have money to spend

72% of the advertising target group have a regular income.

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