Summer is often considered a quieter period for advertising. However, that is precisely what makes it an excellent opportunity.
While some brands slow down, others take advantage of a less saturated advertising environment to gain visibility. Travel increases, habits change, and consumers spend more time outdoors.
In this context, DOOH, or digital out-of-home advertising, reveals its full potential.
1. A Larger and More Mobile Audience
In summer, traffic flows naturally evolve. Tourists, commuters with different schedules, families on vacation, or people enjoying terraces and city centers—foot traffic in high-traffic areas increases.
For advertisers, this represents more opportunities to reach a diverse audience at a time when they are on the move and available.
2. A Medium That Naturally Captures Attention
Through animated, bright content displayed in strategic locations, DOOH naturally attracts attention.
Unlike many digital formats, it integrates into consumers’ daily journeys without interrupting their experience. This presence enhances campaign visibility and contributes to strengthening their memorability.
3. Advertising Perceived Positively
Digital out-of-home advertising benefits from a particularly favorable image among the public.
According to the OAAA/The Harris Poll study (2024), 73% of consumers report having a positive perception of DOOH, compared to 50% for television and 37% for traditional digital advertising.
Strong visibility that integrates naturally into the urban environment.
4. A True Driver of Action
DOOH does not simply get seen, it also encourages action.
According to the same OAAA/The Harris Poll study, 80% of consumers report being likely to take action after seeing a creative or visually attractive DOOH advertisement.
Whether it involves discovering a brand, visiting a point of sale, or searching for an offer, the right message in the right place can make all the difference.
5. Unmatched Responsiveness
One of the major advantages of DOOH remains its flexibility.
Unlike printed advertising, it requires no printing or physical installation. A campaign can be launched in just a few hours. An ideal solution for communicating about a summer offer, an event, an opening, or any last-minute opportunity.
Summer Is an Opportunity Not to Be Missed
Summer is not a pause in your communication. It is a period when competition is often less present, even as travel and foot traffic in public spaces remain particularly high.
At Force Promotion, we support you in selecting the most relevant locations in French-speaking Switzerland to maximize the visibility and impact of your DOOH campaigns.
Would you like to advertise this summer? Contact us, our team is available to build a campaign tailored to your objectives.
Source: OAAA/The Harris Poll, Digital Out of Home Advertising Survey, April 2024.
