Outdoor advertising in the winter? ❄️

It seems logical to think that outdoor advertising is less effective in winter because fewer people would be outside. But the BRO Next research proves otherwise. Thanks to lighting (including digital screens), outdoor advertising can actually make a big impact in the dark months. 🌙

We examined three categories:
1️⃣ Non-illuminated objects
2️⃣ Illuminated objects
3️⃣ Digital objects

📊 𝗥𝗲𝘀𝘂𝗹𝘁𝗮𝘁𝗲𝗻 𝘁.𝗼.𝘃. 𝗱𝗲 𝘇𝗼𝗺𝗲𝗿:
🔹 Non-illuminated objects show a stable range (+0.40%), but a slight decrease in contacts (-1.86%) and a decrease in contact frequency (-2.59%).
🔹 Illuminated objects show a minimal increase in contacts (+0.62%), while reach increases sharply (+20.17%) and contact frequency grows sharply (+18.43%).
🔹 Digital objects perform well on all variables, with greatly improved reach (+6.85%), marked increase in contacts (+12.76%) and higher contact frequency (+14.08%).

💡 𝗪𝗮𝗮𝗿𝗼𝗺?
In winter, there is less visual "clutter" due to the lack of natural light. For example, when driving along a dark road, an illuminated object attracts much more attention. As a result, illuminated and digital objects stand out more. This leads to higher reach, more contacts and higher contact frequency.

In short, illuminated and digital outdoor advertising offer tremendous opportunities in winter. Of course, outdoor advertising remains a powerful medium in any season, but this research highlights the added benefits in the dark months. 🌟