High advertising recall meets high willingness to buy

The results show that Digital Out of Home not only reaches a large number of people, but in particular those who are relevant to Ackermann’s product range.

Among regular online shoppers, campaign recall stands at up to 44 per cent in German-speaking Switzerland and 50 per cent in French-speaking Switzerland. DOOH thus achieves particularly high recall rates within a target group with a strong affinity for e-commerce.

DOOH conveys brand messages credibly and in a way that captures attention

The campaign also performs well in terms of brand perception. Among the core target group in German-speaking Switzerland, the advertising achieves 85 per cent comprehensibility, 83 per cent brand fit and 85 per cent trustworthiness.

The comparison with the benchmark is particularly striking: interest stands at 63 per cent compared with 48 per cent, whilst differentiation is 55 per cent compared with 39 per cent.

The results make it clear: DOOH not only creates visibility, but also conveys brand values credibly, arouses interest and sets the brand apart from other offerings.

Significantly higher purchase intent among those exposed to the advert

The performance measurement also shows a clear correlation between exposure to the advert and willingness to buy.

In German-speaking Switzerland, the purchase intention amongst people who have been exposed to the advert is 56 per cent compared with 33 per cent for those without such exposure. In French-speaking Switzerland, the figures are 43 per cent compared with 25 per cent.

This means that people who have been exposed to the campaign demonstrate a significantly higher purchase intention in both language regions. This is a valuable finding that underlines the relevance of DOOH for e-commerce brands.