Why brands may need to tailor DOOH campaigns by city | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
Why brands may need to tailor DOOH campaigns by city
Location matters when it comes to advertising effectiveness – even within the same market – a study into digital out-of-home has found.
According to Ocean Outdoor and Neuro-Insight's research, campaign performance differed markedly depending on whether audiences are based in London or Manchester.
A new north-south divide
The first point to acknowledge is that consumers passing through the UK capital are bombarded with a high number of ads each day: 74, compared to only 41 in Manchester, according to data from outdoor measurement company Route. This results in the overall emotional impact of the advertising becoming dampened.
The study –...
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content