Further studies on out-of-home advertising
Finding the right media mix can be very challenging. At a time of tight marketing budgets and rapidly changing media consumption patterns that are difficult to keep track of, there is a growing desire for certainty and reliability. Out-of-home media are 100 per cent reliable in terms of their demonstrably strong advertising impact.
Here you will find insightful advertising studies that we have carried out in collaboration with renowned research institutes across various communication channels.
Only advertising that resonates is effective
Excellent prospects for your advertising
The ‘Mountains’ advertising space offers a unique setting for effective out-of-home campaigns. Advertising in the mountains reaches an audience with high purchasing power who are keen to spend. This is confirmed by a campaign analysis from the winter of 2023/2024: ‘All campaigns were particularly successful in reaching younger people and those on high incomes.’ (intervista, 2024)
Your target audience feels at home here
The sense of freedom in the mountains is indescribable. This emotional setting gives advertising messages a special impact: both analogue and digital advertising are noticed more keenly and seen as a welcome distraction whilst waiting. Long-term research shows that around 8 out of 10 people surveyed in the mountains feel ‘comfortable or extremely comfortable’ (intervista, 2024).
The Swiss Alps are one of the most beautiful places in the world
In collaboration with intervista a targeted survey entitled ‘Advertising in Mountain Regions in Summer’ was carried out, yielding convincing results:
Millennials and Gen Z are also discovering the mountains for themselves
These companies are particularly well suited to the mountains
Sources:
Intervista survey ‘Performance & Impact in the Mountains’ 2024
Intervista survey ‘Advertising in Mountain Regions – Summer’ 2021
BASPO, Sport Switzerland 2020
Find out more about the bespoke advertising options and book your advertising campaign today, set against breathtaking mountain scenery. Our sales team will be happy to advise you personally.
‘BDM Business Decision Makers’ – international airport survey by
JCDecaux among top executives
Survey on the attitudes of senior executives towards business travel and B2B advertising
(2018, 4,464 interviews across 12 countries, figures in %)
Source: Future Thinking, 2018
Senior executives are receptive to B2B advertising at the airport and take
it very much on board.
Find out more about the bespoke advertising options and book your advertising campaign today, set against breathtaking mountain scenery. Our sales team will be happy to advise you personally.
TMS Perception Study
Qualitative data on the viewing behaviour of TMS advertising spaces on buses was collected for APG|SGA Transport Advertising using a new measurement method. In spring 2020, a multi-stage pilot study using eye-tracking technology analysed passengers’ gaze patterns during bus journeys on vehicles operated by Verkehrsbetriebe Luzern. Follow-up surveys on perception were also conducted. The original hypothesis was clearly confirmed. Public transport interior advertising spaces in general, but the TrafficMediaScreens in particular, attract a great deal of attention and offer a unique environment for effective out-of-home campaigns. This was the finding of the qualitative study, which was carried out by the HEG – Arc Neuchâtel School of Management was found. Smartphone use also boosts the impact of advertising. TrafficMediaScreens are therefore ideal for use in combination with mobile campaigns from aymo MobileTargeting.
Key findings
TMS screens were observed by the entire sample (n=17)
TMS screens attracted significantly more attention than smartphones, accounting for 54 per cent of the measured contact time
Percentage share of time spent per advertising medium (eye contact) of the total
Eye contact with the smartphone brought along significantly increased the time spent viewing the TMS screens – by more than 43 per cent, from 32.9 seconds (without smartphone interaction) to 47.1 seconds (with smartphone interaction).
Average time spent viewing an advert (in seconds)
Public Transport Advertising Perception Study (BLS 2014 Study)
Public transport advertising gets noticed, is well-received and sticks in people’s minds. Five million people in Switzerland travel by public transport every day and are receptive to advertising messages. Public transport advertising achieves the highest reach.
Advertisements on public transport are actively viewed
85 per cent of passengers regularly notice adverts on or inside buses, trams and trains.
Advertising on public transport is appealing
87 per cent of passengers find advertising on public transport appealing.
Sales results thanks to public transport advertising
66 per cent of advertising target groups buy products as a result of adverts they have seen on or in public transport.
The target groups have money to spend
72 per cent of the advertising target group have a regular income.
Find out more about the bespoke advertising options and book your advertising campaign today, set against breathtaking mountain scenery. Our sales team will be happy to advise you personally.