Outdoor advertiser Working Bicycle launches first reach study
In late summer, the outdoor advertising company Working Bicycle commissioned a reach study of five major Swiss cities for the first time. The provider of mobile outdoor advertising on bicycles in Switzerland is assessed as a new mass medium.
The market research institute Intervista was commissioned to conduct the comprehensive reach study. Two-week campaigns were measured in each of the cities of Basel, Bern, Zurich, Geneva and Lausanne between August 15 and September 18, 2021. The results were determined on the basis of a representative sample across all cantons, age, gender and income. Geolocation tracking with live data was used.
For the study, the stays in the area of advertising boxes mounted on bicycles were measured. For this purpose, the advertising boxes were equipped with a beacon, a Bluetooth transmitter. The Swiss resident population aged 15 to 79 years represents the basic population.
Overall, remarkable results were achieved with a budget input of 30,000 Swiss francs in the five cities and 155 advertising media. The OTS values - OTS is the abbreviation of the English term "opportunity to see", i.e. the average contact - show a gross reach of just over 4.2 million, while the net reach is more than 1.36 million. This means an average of 3.09 potential contacts and a cost per thousand of 6.63 Swiss francs.
Net reach by canton
Net coverage was analyzed on a cantonal basis. The high coverage in Basel-Stadt (53%) and Geneva (41%) stands out in particular. However, even with relatively modest budgets, high coverage was achieved in the cantons of Bern, Zurich and Vaud. These cantons, which are large in terms of area, can already be properly covered by Working Bicycle via the capital (22 to 32%). In these cantons, additional regions can also be booked, which were not covered in the study.
Application area with potential
Working Bicycle focuses its campaigns on highly populated cities and their agglomerations. According to the company, this reaches an extremely attractive target audience. A look at the age and income groups reflects the urban population, which is often on the move in the cities. Men are reached slightly more than women. In addition, the target groups reached are mostly between 30 and 59 years old and have a monthly income of between 6,000 and 12,000 Swiss francs.
