A pilot project for digital advertising screens starts in Lucerne at the beginning of April

It will be accompanied by a survey of passers-by. At the end of 2017, the city council will decide whether digital advertising screens will be installed at nine further locations.

Poster advertising in public spaces will change over the next few years, writes the city of Lucerne in a press release. It is assumed that the classic paper poster will increasingly be replaced by illuminated and digital advertising in central locations in the city center. This change has prompted the city of Lucerne to launch a pilot project with two digital advertising screens as part of the tender for poster contracts in 2015 and to test the customer-friendliness of the digital city map and the urban integration of digital advertising. The pilot project was actually planned for 2016 (Werbewoche.ch reported).

Interactive city map

Clear Channel Switzerland has won the tender (Werbewoche.ch reported) and has been managing around 600 poster sites in the city of Lucerne since July 1, 2016. In collaboration with the city of Lucerne, the poster company has developed two advertising screens that display digital advertising on one side and an interactive city map on the other.

The city council would like to know how the people of Lucerne and visitors to the city rate digital advertising in public spaces. The pilot project is therefore being accompanied by a survey conducted by the market research company Demoscope. A total of 1000 interviews will be conducted in April/May and September 2017. Based on the evaluation of the interviews, the city council will decide at the end of 2017 whether digital advertising screens will be installed at nine further locations in the city of Lucerne. According to the press release, it will also take into account studies on the environmental impact of digital advertising screens when making its decision. (pd/hae)