Summer is a great time of year to target people with digital OOH advertising, with nearly half of the population becoming more active during spring/summer when the weather gets warmer*.
The good weather has a positive effect on people’s mood and will make people more likely to get involved with interactive campaigns. Take this fun, engaging campaign for Hasbro Monopoly for example.
Summer is also a great time to integrate the warmer weather with a dynamic digital OOH campaign and provide relevant & contextual messages. This campaign for refreshing, cool beverages from McDonald’s, only went live when the temperature rose to a “balmy” 17 degrees.
Of course, it doesn’t need to be dynamic to catch people’s attention. This summer campaign from Tropicana brought sunshine to the stations of London with eye-catching, linear creative.
It’s easy to see why advertisers are using digital OOH in the summer, with more people out and about, it’s the perfect time to be seen.
Sources:
*Talon Generator
OMA Summer
Media Village, Reaching the On-the-Go Consumer in Summer