From winter time 26% more evening rush hour: maximize the impact of your (D)OOH campaign💡

Winter time returns next week, and for many people that means ... longer traffic jams. 🚗🚗 An analysis of congestion data from 2015 to 2022 shows that congestion severity during the work week increases by an average of 21% after winter time. Strikingly, congestion severity during the morning rush hour decreases by an average of 9%, while during the evening rush hour shows a sharp increase of 26%. ⏱️

What does this mean for (D)OOH campaigns along highways? Although traffic volumes are increasing, motorists may choose other routes to avoid traffic jams, reducing the reach of some sites. At the same time, the longer time people spend in traffic jams does offer the chance for a higher frequency of contact: motorists see the expression more often and for longer. 👀

𝗖𝗿𝗲𝗮𝘁𝗶𝗲 𝗶𝘀 𝗸𝗲𝘆 🎨
How can we use this situation to our advantage? With the right creative message, your (D)OOH expression can stand out even in the most frustrating traffic jams and bring out a smile. 😊 Putting a positive spin on your message creates more impact!

𝗦𝗹𝗶𝗺𝗺𝗲 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝗺𝗲𝘁 𝗱𝗮𝘁𝗮𝗴𝗲𝗱𝗿𝗲𝘃𝗲𝗻 (𝗗)𝗢𝗢𝗛 📊
In addition, data-driven (D)OOH offers interesting opportunities to apply targeting to reach specific audiences. An example of this is making your expression visible only during traffic jams, thus optimally capitalizing on the moments when the target group is standing still. 🚦

This offers opportunities to tailor your message to the mindset of the motorist at that moment, such as a sympathetic, humorous message that capitalizes on the frustration of standing still. Or a practical message with tips for spending time in traffic jams usefully. ⏳