We want to be outside.
Increasing mobility and urbanization have led to an out-of-home boom in recent years. Even in the "new normal," people are mobile. Movement data shows: When stores open, people stand in line. When the pub gardens open, there is hardly a free seat available. When it's warmer, the Donauinsel and Wienerwald are literally overrun.
In some cases, there was a modal shift between the routes used: Even though public transportation is again very busy at peak times, many people have switched to individual transportation. Safely in their own cars, on bicycles or - to get some exercise at the same time - on foot, was the motto. As a result, the contact figures for advertising media such as the Rolling Board remained largely stable; advertising media that are strongly seen by pedestrians, such as the City Light, can score with increased attention. In a time of basically low stimulus, the mindset is more open to new stimuli - and we know from surveys and our own advertising media tests* that the environment is perceived more consciously as a result and that the advertising impact suffers to a far lesser extent than the drop in gross contacts would suggest.
vgl. OOOA/The Harris Poll: Consumer Trends & OOH Q4 2020; JCDecaux, Talon, Global, Outsmart, Posterscope, Rapport und Kinetic: Staying On; Gewista TopOfMind 2020