Advertisers spend less on media in the summer, while 57% of Dutch vacationers opt for a holiday in their own country. How do you ensure that you advertise effectively during this period? Global has, in collaboration with MeMo², conducted research into the outdoor behaviour of consumers in the months of June, July and August.
We can conclude from the research that consumers are eager to go outside. For example, it appears that 87% of the Netherlands is outside for more than 3 hours a day. Compared to the winter months, this is 1.5 times as much. When the consumer is outside, they often visit the park (60%), the beach (43%), swimming pool (32%) or the shopping centre (31%).
The right content in the right context
When consumers encounter contextually relevant advertisements that respond to hook-up moments, you see on average a 12% increase in the effectiveness of a campaign. The research shows that if you, as an advertiser, respond to the summer period with (D)OOH, this can even contribute to a growth of 19%.
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