April 14, 2025

Anić Outdoor present at all key border crossings Anić Outdoor is the only OOH company whose network covers all key border crossings in Croatia. Anyone who enters or exits Croatia by road at any major border crossing will notice our static and digital advertising panels. One of the greatest characteristics and advantages of outdoor advertising is exclusivity, i.e. the limited advertising space available at a given moment; this is especially the case when it comes to such specific micro-locations as the entrances to or exits from the country. Why are border crossings strategically extremely important locations? Border crossings have multiple roles, they are traffic points, administrative barriers, but also entry and exit gates to the country. Every year, more than 60 million road passengers enter and exit Croatia via border crossings, whether they are tourists, business travelers or returnees. Because of this diversity and number, border crossings represent an extremely valuable location for communication with the public: Immediate visibility - unlike urban areas where there is a large amount of information and advertising competition, messages at the borders come to the fore without interference Connections with the moment of entry or exit - the brand leaves the first or last impression User focus - this is the transit zone where passengers wait or slow down, which enables quality consumption of the visual message Diversity of the audience - this is about the locations it touches a wide spectrum of demographic groups, regardless of origin, age, occupation or purpose of travel Because of all the above, border crossings represent a rare opportunity to communicate with the audience at a time when it is simultaneously concentrated, accessible and unencumbered by competing content. What do advertisers who position themselves on borders get? Exclusivity – your message is the first thing visitors see when they enter the country and the last thing they see when they leave it High reach and diversity of audience – tourists, drivers, business travelers, diaspora Focused attention – unlike urban areas, the advertising space available is extremely limited and reserved for key players Contextual relevance – content can be adapted to the season, language, region and target profile Support for other campaigns – DOOH at the border is ideal as an introduction or finishing touch to a larger national campaign It is important to emphasize that our positioning at border crossings is not an industry standard, but the result of long-term strategic network development. Anić Outdoor is the only OOH company present at all major border crossings in Croatia, thus providing its clients with a unique and exclusive communication channel. SOURCES: Croatian Bureau of Statistics (2024). Statistical Information 2024. Zagreb: CBS. Available at: https://podaci.dzs.hr/media/io2gvqhy/stat-info-2024.pdf    

Exposure to outdoor advertising and the impact of outdoor advertising on consumer habits In September 2024, a study was conducted with the aim of better understanding the extent to which passers-by notice outdoor advertisements, how they react to them, and how such advertising affects their consumer habits. The study covered the adult population aged 18 to 63, with an average age of 34.4 years. All participants in the study live, work, and/or study in Croatia. Below are seven of the most important insights: The car is the dominant means of transportation – 66% of respondents traveled most by car in the last month, either as drivers or passengers. 98% of respondents noticed a billboard in the last month 88% of passers-by notice outdoor advertising at least once a week, including bigboards, digital citylights, wallscapes, advertisements on scaffolding and public transport stops. 57% of respondents actively notice OOH advertisements on a daily basis. 62% of people take some action after being exposed to an advertisement. Most often, they search for a product/service online or visit the brand's website and social networks. 75% bought a product, service, watched a movie or visited a restaurant because of an OOH ad within a month. The biggest impact is recorded in the entertainment industry. As many as 77% of respondents state that they bought a ticket to an event after seeing an ad. A global perspective: what do international studies say? According to the Out of Home Advertising Association of America (OAAA), as many as 85% of American adults notice outdoor ads during the week, and more than 66% take some kind of digital action after seeing them. Whether they scan a QR code, visit a website or search for a product on Google. A study published on ResearchGate reveals that consumers perceive outdoor advertising as less intrusive compared to online ads. They appreciate it more because it "doesn't interrupt" the content, and at the same time it can be visually attractive and creative. Also, according to statistics and research platform Statista, OOH advertising had one of the highest ROIs among traditional media in 2023, with growth particularly evident in digital OOH formats. SOURCES: OAAA – Out of Home Advertising Association of America: https://oaaa.org Statista: https://www.statista.com/statistics/931114/ooh-advertising-effectiveness-usa/ ResearchGate: The Effects of Outdoor Advertisements on Consumers