Coronavirus not going to loosen his grip anytime soon. Since the beginning of autumn, they started talking about the second wave of the pandemic, and statistics data confirm the fears of doctors. The number of infected around the world is growing steadily. Sanitary restrictions are making their own adjustments in all areas of the economy. The area of outdoor advertising on media facades is no exception. Let's see if it makes sense now to invest in expensive LED structures?
The main concern expressed in connection with the placement of advertisements on media facades is the lack of a large number of contacts with potential buyers. Quarantine "sent" a lot of people to the "remote location", which means the number of passers-by should have decreased.
Media facades are traditionally installed near busy highways. LED advertising is perfectly visible for many hundreds of meters – this is its main advantage. It turns out that with a decrease in car traffic, the effectiveness of advertising decreases.
Let's take a look at how traffic in the capital has changed in order to understand if media facades have become less effective.
According to statistics, the number of cars on the streets of Moscow has decreased only slightly. This is due to the fact that although many townspeople, although they comply with the restrictions, still move around the metropolis. Some simply moved from their cars to taxis and public transport. There was a redistribution of streams in different directions, but the total number of potential "consumers" of advertising almost did not change!
According to one of the largest outdoor advertising operators, in September the number of people caught in the visibility zone of the capital's media facades increased by 22% (unique addresses of mobile devices were counted) and 5% (non-unique addresses) in comparison with August 2020.
The Department of Transport of the capital reports that the number of cars on the streets in October 2020 decreased by only 0.3%. At the same time, the number of taxis increased by almost 2%! At the same time, the main growth in traffic is on outbound routes. However, the speed of the car decreased slightly, which can also be seen as an advantage of advertising on the media facade, as the time of eye contact with media content increased.
Thus, we can say with confidence that the effectiveness of media facades as advertising media will continue in the future.
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