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DOOH provides uplift in media mix
Ochsner Shoes
Screens make the difference: Ochsner Shoes launched a cross-media spring campaign, and the accompanying study shows that the advertising mix with DOOH is much more effective.
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The campaign: our approach
The Ochsner Shoes spring campaign specifically combined direct mail and display advertising with digital out-of-home (DOOH) on urban screens, on public transport and in Swiss Post branches, but only in selected regions.
The impact study: objectives, methodology and results
Study objective
Swiss Post Advertising used this geo-targeting for a study on the advertising impact of DOOH. Purchasing behaviour, brand awareness, perception, advertising recall and advertising acceptance among Ochsner Shoes customers and defined competitors were analysed.
Data collection and methodology
The study is based on a geo- and A/B test in the cities of Zurich and Bern where DOOH was used as well as a control area in German-speaking Switzerland where DOOH was not used. The population included people aged 18 to 69 from German-speaking Switzerland. A total of 700 online interviews were conducted using CAWI (computer-assisted web interview). The sample was selected using a representative selection procedure.
Results
The study shows a significant increase in advertising recall of the Ochsner Shoes brand in the regions with DOOH compared to the control area, with recall being 42 percent higher in Zurich and 33 percent higher in Bern. People from Zurich are also the most receptive to advertising across all channels. Bern is in the mid-range, while the control area shows much weaker advertising recall. Among the channels where DOOH was used, digital posters perform best, followed by public transport and Swiss Post branches. In summary: digital out-of-home advertising has an impact – especially where people are on the move – and is proving to be a relevant media touchpoint in the modern campaign mix.
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Collaboration with Swiss Post Advertising and Livesystems was a resounding success. Thanks to the targeted integration of DOOH, we significantly increased our brand presence in Zurich and Bern. We are particularly pleased with the significant increase in campaign recall.
Caroline Frischknecht, Marketing and Communication Team Leader, Ochsner Shoes AG
Key findings
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DOOH significantly increases advertising impact
Geo- and A/B tests show that the targeted DOOH delivery in Bern and Zurich significantly increased advertising recall and brand awareness compared to the control group.
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Multichannel campaigns activate more strongly
A broad media mix has a positive impact on willingness to buy and brand image. Activation was measurably higher in the test regions with DOOH.
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Target group-specific communication increases relevance
Delivery based on socio-demographic characteristics increases the relevance and impact of the campaign much more significantly than general advertising.
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General advertising recall is significantly higher in both test regions than in the control regions. Since the aided awareness remains the same in both groups, this effect can be attributed to the campaign.
Thorsten Stutzmann, Owner dieMarktforscher.org
Recommendations for action
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Establish DOOH as an integral part of the media mix
The proven impact of DOOH indicates that this channel should be strategically integrated into future campaigns, especially in urban regions with high frequency, such as Zurich and Bern.
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Use A/B testing specifically for optimization
Tests – with and without DOOH or by age group – provide valuable insights. To increase impact and efficiency, they should be incorporated systematically into campaign planning.
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Focus campaign content more on activation and image
Emotional, image-generating content was the most effective. Future campaigns should maintain this focus and supplement it with calls-to-action to further increase conversion.
Study results
