We utilized two forms of digital outdoor advertising across six districts in Hamburg, including Eppendorf, Winterhude, and the city center:
1. Public Video Roadside Screens
These digital screens are strategically installed at high-traffic junctions, facilitating the easy perception of advertising messages during waiting scenarios, such as at intersections and traffic signals. Their elevated positioning and prominent LED lighting ensure high visibility, even during evening hours.
2. City Digital Screens
These traditional digital screens, typically found in pedestrian zones, are situated in densely populated areas of the city. They effectively reach a large audience, significantly enhancing the visibility of advertising messages.
The campaign was executed in spring 2024. To assess the results, MOIA commissioned a brand lift study conducted by the market research firm YouGov. Residents of Hamburg were surveyed alongside a comparative group from Hanover, where no campaign was conducted.
The findings revealed a substantial increase in brand awareness, positioning the ridepooling provider as the preferred ridesharing option within the Hamburg area.
Key Findings:
74% increase in brand awareness
91% advertising recall
30% increase in booking intention
“In the two weeks, we generated 1.2 million ad playouts. The results exceeded expectations and demonstrate a lasting impact. This serves as a strong endorsement for DOOH,” stated Viktoria Sonnemann, Senior Consultant Programmatic, PIA Advertising.
