In Germany, Ambivalence About Digital Out-of-Home Ads - eMarketer
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In Germany, Ambivalence About Digital Out-of-Home Ads

But many users don’t engage, despite knowing how to do so

August 4, 2016 | Advertising | Ad Spending | Marketing

Nearly 50% of internet users in Germany use their mobile devices to receive information on products and services from billboards or screens that offer digital content, according to a February 2016 survey from Fachverband Aussenwerbung, PosterSelect and Research Now. Another 40% said that while they currently don’t, they’re not against doing so.

Interaction with Digital Content from Billboards/Screens via Mobile Device According to Internet Users in Germany, by Activity, Feb 2016 (% of respondents)

Another 40% of internet users in Germany say they’re already participating in discount campaigns and redeeming coupons from billboards and screens via their mobile device, and another 40% would be open to doing so, though they currently are not.

It’s clear that there's already a significant amount of engagement with various features of digital content from billboards and screens. But given that over $1.1 billion was spent on outdoor advertising in Germany in 2015, according to Zentralverband der deutschen Werbewirtschaft (ZAW), advertisers would do well to figure out how to convince those sizeable portions of internet users who aren’t opposed to engaging with outdoor advertising via their mobile device to do just that.

Of those who do engage with digital content from a billboard or an ad screen via their mobile device, 77% say they enter an internet address (URL). Just 18% of those who are aware of their ability to do this refrain from doing so.

Usage and Awareness of Select Methods for Accessing Digital Content from a Billboard/Screen via Mobile Device Among Internet Users in Germany, Feb 2016 (% of respondents)

But after entering a URL, the same problem appears: Large portions of internet users in Germany are aware that they can conduct various activities via their mobile device, but they simply don’t.

For advertisers in Germany, when it comes to engagement with outdoor digital ads the problem is not an uneducated population, but an indifferent one.

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