Immunity Season. How DOOH Attracts Consumers to Pharmacies?

The last months of the year bring a change in weather and a traditional increase in demand for pharmaceutical products. The intense battle for customer attention in mass media and at pharmacy POS can lead to audience confusion, decreased brand recognition, and mixing up drug names. It doesn't have to be this way: digital out-of-home advertising in urban spaces will effectively translate into increased sales at pharmacy outlets.

In autumn, we observe an increased media presence of advertisements for vitamins and dietary supplements supporting immunity, as well as OTC drugs for flu and cold symptoms. In December, manufacturers of medications for problems resulting from overeating join them – traditional holidays in Poland are, after all, a period of loosening dietary restrictions. Advertising blocks, online, and in the press become very crowded.

In such an intense season, an outdoor campaign, especially on digital out-of-home media, gives pharmaceutical companies an advantage over the competition: it helps differentiate the product, strengthens brand contact, and directly stimulates purchases. Why is DOOH so effective for the pharmaceutical industry?

The message is embedded in context
The advantage of outdoor advertising lies precisely in its name. It is a medium that accompanies consumers outside the home, every day, in urban spaces, and cannot be avoided or scrolled past.
A problem arises in the real world. The solution can appear on DOOH. The recipient experiences the realities of autumn weather, perhaps they are cold or have just left a crowded bus where other passengers were coughing. In such a context, they might see an advertisement for vitamins supporting immunity or a preparation used for cold symptoms. A message appropriately tailored to the situation can then gain additional meaning and better respond to the recipient's current needs. This is an example of how DOOH can leverage environmental context to increase communication relevance.

DOOH as an on-the-go medium
A brand displayed on DOOH meets its consumers on their way to work, the store, home, while moving around the city. It naturally triggers the intention to purchase at the nearest pharmacy. Reach-based TV and online ads build recognition and need, but DOOH will be the stimulus prompting the customer to make an immediate purchase. The advertiser can further increase this probability by focusing on locations near pharmacies, clinics, and in areas with increased pedestrian traffic.

Flexibility and creative testing
DOOH is an unrivaled medium, also due to its flexibility and dynamic creative. A brand can adapt its message to weather conditions, and the creativity of the advertisement virtually has no limits. We can display the creative, for example, when the temperature drops below a certain level or after rainfall.

New! From September 2026, 3D effect advertisements are available on MORE screens in G8. They rely on using the anamorphic effect in the design and – unlike 3D cinema – do not require technology adaptation or any additional accessories for the viewer. This makes them visible at eye level and accessible to every passerby.

The 3D effect in the design allows products – e.g., drug packaging – to be shown in an even more realistic way than standard animation.

Precise audience measurement
The MORE screen network is equipped with ARA sensors, thanks to which we can precisely plan, monitor, and measure the actual audience of each campaign after its emission.
ARA technology on MORE media uses sensors to anonymously monitor the presence of recipients within screen range. Measurement is continuous and in real-time, allowing for the determination of the number of contacts with the advertisement and basic audience parameters, such as age and gender. A DOOH campaign implemented on appropriate partner media can be accurately measured, similar to activities in online channels.

DOOH, an enhancement for TV and online
A campaign combining television and outdoor advertising yields better results than a campaign conducted exclusively on TV. This is proven, among others, by a study conducted by Jet Line together with GroupM and Gemius, in which we tested the synergy between digital out-of-home (DOOH) and television.
The results of research conducted during the Dove #RealBeauty campaign prove how effective the integration of DOOH and TV can be. In the ALL 7-75 group, an 11.05 percentage point increase in reach was noted thanks to the inclusion of MORE screens in the campaign. An even more impressive result was achieved in the 18+ women's group, as reach increased by 9.01 p.p. In the pharmaceutical industry, which traditionally builds reach based on TV campaigns, similar results can be achieved.
DOOH is a medium whose recipients of OTC drugs, dietary supplements, and vitamins cannot skip, close, or scroll past. Advertising always appears in context, and appropriate campaign configuration and leveraging the advantages of digital creative will translate into building a competitive edge.
Let's talk about what we can do for your brand: sprzedaz@jetline.pl