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Covid-19 and Outdoor Advertisement

Research · January 2021

DOI: 10.13140/RG.2.2.23238.40004

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 Covid-19 and Outdoor Advertisement
Dr. Hermann Gruenwald
How did the virus from Wuhan China change the world since December 2019? There
have been many changes and countless papers focusing on covid-19 and its collateral
damages. The economy has suffered and impacted many industries and areas including
advertisement. The four Ps of marketing as we all know including, product, price, place
and promotion. Promotion comes in many forms and most people think of it as
advertisement. In advertisement one of the oldest forms is outdoor advertisement in form
of signs and billboards. Billboards come a long way from the signs along the highways
and byways of America to the Neon signs of Time Square New York. But it is difficult to
measure the effectiveness of outdoor advertisement and its return on investment (ROI).
Location, location, location is the most important factor in real-estate and outdoor
advertisement location. Location impacts the daily effective circulation (DEC) the number
or people and vehicles who pass the sign every day. We are also about the opportunity
to contact (OTC) which means make actual eye contact with the sign more specific the
visual adjusted contact (VAC). Traffic poles and census data can help us estimating these
numbers. But how we know the actual outdoor campaign works we can use QR codes
and code names specific to this campaign along with hashtags used in social media like
Instagram, Facebook and Twitter. Out of Home (OOH) Media has taken on new forms
with digital displays and are still a goo alternative to print, radio, and TV or should we
better say support those forms of advertisement along with in-store adds. Digital displays
often take the place of static billboards as there are billboard and sign ordinances in many
countries which go along with existing building permits. It is often difficult to get a new
location approved and therefore static billboards are getting converted into digital ones
which can provide a number of advantages including cameras and sensors which
measure the contact they make with passing traffic. With the internet of things, the
interaction of the billboard with motorists and pedestrians alike can increase and even
measured. These digital billboards not only save production costs and time. But they are
also flexible in time and duration and can be time and location specific, while serving
several campaigns and companies at the same time. Nighttime illumination has been less
of a problem than daytime glare. OOH advertisement has global guidelines for
measurement by ESOMAR and EACA which include before campaign measurements as
well as proof of play (POP) self and independent verification along with mobility and
movement behaviors which have changed with covid-19 and home office and
homeschooling. Geo-conquesting, geofencing and geofarming are especially important
in the New Normal and more online activities are being triggered. The are also moving
walls or truck mounted digital displays which can change location and have their own
power supply this is a concept which is very popular in Asia which allow for adjusting
reach and frequency of the advertisement. DOOH Digital out of home advertisement will
be redefined and certainly become more personalized and is priced differently from other
forms of advertisement, RTB, programmatic direct as well as programmatic guaranteed
and non-programmatic guaranteed pricing options for the changing behaviors of
consumers in the New Normal of covid-19.

Keywords:
Covid-19, logistics, vaccine, economy, travel, tourism, hospitality industry, entertainment
industry, automotive industry, manufacturing, corona, collateral damage, outdoor
advertisement, bill boards, marketing, out of home advertisement, OH, opportunity to
contact (OTC),

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Gruenwald, Hermann (2014). Enhancement of the Transborder Trade in the Greater
Mekong Sub-Region (MSR) through Port Infrastructure. September 2014. Conference:
3rd Mekong Sub Region International Conference (MSSRC) "Mekong Region and
ASEAN in Transition: People and Transborder Issues" Mekong Sub-region Social
Research Center (MSSRC) At: Ubon Ratchathani, Thailand.
Gruenwald, Hermann (2014). Thai Logistics Management Students' Perception of
Cambodia. May 2014. Conference: 2nd Academic Conference on Thai-Cambodian
Relations, Kdei Karuna Organization, Phnom Penh/Cambodia, cofunded by German
International Cooperation agency, GIZ and Open Society Foundation (OSF) At:
Bangkok, Thailand
Gruenwald, Hermann (2020). Covid-19 and Airlines. September 2020.
DOI: 10.13140/RG.2.2.15308.64649. Project: Corona & Collateral Damage.
Gruenwald, Hermann (2020). Covid-19 and Hospitals. September 2020.
DOI: 10.13140/RG.2.2.23972.50567. Project: Corona & Collateral Damage.
Gruenwald, Hermann (2020). Covid-19 and The Movies. September 2020.
DOI: 10.13140/RG.2.2.29843.91686. Project: Corona & Collateral Damage.
Gruenwald, Hermann (2020). Covid-19 and Agriculture. August 2020.
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Gruenwald, Hermann (2020). Corona Face Mask Fashion. August 2020.
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Gruenwald, Hermann (2020). Videoconferencing during Corona Times. July 2020.
Project: Management Information Systems (MIS) in Asia
Gruenwald, Hermann (2020). Corona Boosts Computer Sales. August 2020. Project:
Management Information Systems (MIS) in Asia
Gruenwald, Hermann (2015). Learning Styles of Logistics Professionals – A Thai
Perspective. May 2015.Conference: International Conference on Commerce Law and
Social Science (ICCLSS) At: Bangkok. Project: Educational Research
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DOI: 10.13140/RG.2.2.11180.69767 Project Corona & Collateral Damage
Gruenwald, Hermann (2020). Covid-19 and the New Normal compared to the Past.
October 2020. DOI: 10.13140/RG.2.2.23256.52489
Gruenwald, Hermann (2020). Covid-19 and Articles Revisited. October 2020
DOI: 10.13140/RG.2.2.10880.05121 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Covid-19 and Logistics Articles Revisited. October 2020.
DOI: 10.13140/RG.2.2.34638.48965 Project: Logistics in Asia
Gruenwald, Hermann (2020). Covid-19 and Education Revisited. October 2020
DOI: 10.13140/RG.2.2.19814.24647. Project: Educational Research
Gruenwald, Hermann (2020). Covid-19 and International Business Revisited.
September 2020. DOI: 10.13140/RG.2.2.10714.57281 Project: Corona & Collateral
Damage.
Gruenwald, Hermann (2020). Covid-19 and Supply Chain Management Revisited.
September 2020. DOI: 10.13140/RG.2.2.21357.61920 Project: Corona & Collateral
Damage
Gruenwald, Hermann (2020). Covid-19 and Airlines. September 2020
DOI: 10.13140/RG.2.2.15308.64649 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Covid-19 and Hospitals. September 2020
DOI: 10.13140/RG.2.2.23972.50567 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Covid19 New Normal Economy. September 2020. DOI:
10.13140/RG.2.2.11572.48008 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Covid-19 and Real-Estate Economics. September 2020.
DOI: 10.13140/RG.2.2.18257.15205 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Special Logistics during Covid-19. September 2020.
DOI: 10.13140/RG.2.2.16615.47529 Project: Logistics in Asia
Gruenwald, Hermann (2020). Covid-19 and The Movies. September 2020,
DOI: 10.13140/RG.2.2.29843.91686 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Covid-19 Face Shields Alternative to Face Masks?
September 2020. DOI: 10.13140/RG.2.2.34896.74249. Project: Corona & Collateral
Damage
Gruenwald, Hermann (2020). Covid-19 and Social Distancing. September 2020.
DOI: 10.13140/RG.2.2.14266.00962 Project: Corona & Collateral Damage
Gruenwald, Hermann (2020). Toilet Paper there Hottest Item during Covid19.
September 2020. DOI: 10.13140/RG.2.2.26481.92004. Project: Corona & Collateral
Damage
Gruenwald, Hermann (2020). Special Logistics during Covid-19. September 2020.
DOI: 10.13140/RG.2.2.16615.47529. Project: Logistics in Asia
Gruenwald, H. (2020). The Covid-19 Types of Tests. August 2020.
DOI: 10.13140/RG.2.2.16105.93281 Project: Corona & Collateral Damage
Gruenwald, H. (2020). Public Transportation during Covid-19 Bicycling the Answer?
August 2020. DOI: 10.13140/RG.2.2.16584.34564 Project: Corona & Collateral Damage
Gruenwald, H. (2020). Covid-19 and Agriculture. August 2020. DOI:
10.13140/RG.2.2.18419.35366 Project: Corona & Collateral Damage
Gruenwald, H. (2020). Quarantine Facilities during Covid-19 The Good -The Bad and
the Ugly. August 2020. DOI: 10.13140/RG.2.2.24579.73766 Project: Corona &
Collateral Damage
Gruenwald, H. (2020). Parcel Delivery Services boom during Covid-19. August 2020.
DOI: 10.13140/RG.2.2.35180.18569 Project: Logistics in Asia
Gruenwald, H. (2020). Corona Boosts Computer Sales. August 2020. DOI:
10.13140/RG.2.2.30631.98727 Project: Corona & Collateral Damage
Gruenwald, H. (2020). Swimming Pool Sales Boosted by Covid-19. August 2020. DOI:
10.13140/RG.2.2.19805.44005
Gruenwald, H. (2020). On-Line Shopping the Winners of Corona. August 2020. DOI:
10.13140/RG.2.2.17938.48321
Gruenwald, Hermann (2020). Humanitarian Logistics during Corona Times. August
2020. DOI: 10.13140/RG.2.2.32199.11686 Project: Disaster Logistics
Gruenwald, H. (2020). Procurement and Supply Chain Management Skills After Corona
-The New Normal. August 2020. DOI: 10.13140/RG.2.2.33300.12167.
Project: Corona & Collateral Damage
Gruenwald, H. (2020). Camping the Winner In the Tourism Industry during Corona.
August 2020. DOI: 10.13140/RG.2.2.19039.48804. Project: Corona & Collateral
Damage
Gruenwald, H. (2020). Corona Face Mask Fashion. August 2020. DOI:
10.13140/RG.2.2.27388.77446. Project: Corona & Collateral Damage
Gruenwald, H. (2020). On-Line Shopping the Winners of Corona. August 2020, DOI:
10.13140/RG.2.2.17938.48321 Project: Corona & Collateral Damage
Gruenwald, H. (2020). Global Supply-Chain Management New Normal After Corona
(AC). July 2020. DOI: 10.13140/RG.2.2.23712.20487 Project: Logistics in Asia
Gruenwald, H. (2020). Entrepreneurship in the New Normal Corona Boost or Blast. July
2020. DOI: 10.13140/RG.2.2.29374.51528 Project: Corona & Collateral Damage
Gruenwald, H. (2020). Corona Crisis and Corona Extra -The Beer Brand. July 2020.
DOI: 10.13140/RG.2.2.31655.16801
Gruenwald, H. (2020). Warehousing after Corona The New Normal in Warehousing.
July 2020. DOI: 10.13140/RG.2.2.15454.66889/1
Gruenwald, H. (2020). International Business the New Normal After Corona (AC).
July 2020. DOI: 10.13140/RG.2.2.22894.64326
Gruenwald, H. (2020). Videoconferencing during Corona Times. July 2020, DOI:
10.13140/RG.2.2.10464.51203 Project: Management Information Systems
Gruenwald, Hermann (2020). Sacral Facilities and Event Logistics During Corona
Times. July 2020. DOI: 10.13140/RG.2.2.21336.93441 Project: Logistics in Asia
Gruenwald, Hermann (2020). Bicycles during Corona Times. July 2020.
DOI: 10.13140/RG.2.2.17929.06246 Project: Logistics in Asia
Gruenwald, H. (2020). Home-Office during Corona Times From Agriculture to
Industrialization to Digitalization. June 2020, DOI: 10.13140/RG.2.2.14911.12962
Project: Management Information Systems (MIS) in Asia
Gruenwald, H. (2020). Vacation during Corona Times Tourism Industry during Corona.
June 2020, DOI: 10.13140/RG.2.2.24151.70565, Project: Corona & Collateral Damage
Gruenwald, H. (2020). New Normal after Corona.
June 2020, DOI: 10.13140/RG.2.2.13220.30087
Gruenwald, H. (2020). Home-Schooling during Corona Times From Teaching to Student
Learning. June 2020, DOI: 10.13140/RG.2.2.13180.97926
Project: Educational Research
Gruenwald, H. (2020). Logistics Industry after Corona The New Normal in Global
Supply Chain Management June 2020, DOI: 10.13140/RG.2.2.29473.22881 Project:
Logistics
Gruenwald, H. (2020). Corona and the Role of Information Technology. June 2020
DOI: 10.13140/RG.2.2.30587.34088 Project: Information Technology
Gruenwald, H. (2020). Event Logistics during Corona Times - Religious Services. May
2020 DOI: 10.13140/RG.2.2.32369.92002 Project: Event Logistics
Logistics
Hermann Gruenwald (2014). Global Challenge Disaster Logistics Lessons Learned from
the 2004 Tsunami in Thailand. May 2014.Advanced Materials Research 931-932:1647-
1651 DOI: 10.4028/www.scientific.net/AMR.931-932.1647. Project: Disaster Logistics
Hermann Gruenwald (2017). Logistics Service Quality (LSQ) Perception of Future
Logistics Management Professionals in Thailand. March 2017, Project: Logistics in Asia
Hermann Gruenwald (2016). Recycled Concrete Aggregate (RCA) Thai Reverse
Logistics Supply Chain Management for Ready Mix Plants, October 2016
Hermann Gruenwald (2016). Logistics graduate certificates: From corporate training to
master degrees. July 2016. Asian International Journal of Social Sciences 16(3):71-90.
DOI: 10.29139/aijss.20160304
Hermann Gruenwald (2016). Waste management – Reverse logistics Thailand
preparing for Asean. May 2016 Jurnal Teknologi 78(5-4) DOI: 10.11113/jt.v78.8557
Hermann Gruenwald (2016). Logistics Information Systems (LIS) on the Go-Mobile
Apps and Social Media. August 2015Information Management and Business Review
7(4):64-73. DOI: 10.22610/imbr.v7i4.1164 License CC BY 4.0
Hermann Gruenwald (2015). Sustainable Supply Chain Management (SSCM) - Reverse
Logistics Thai Perspective. August 2015
Hermann Gruenwald (2015). E-Waste and Sustainable Supply Chain A Thai Reverse
Logistics Perspective. August 2015
Hermann Gruenwald (2015). Warehouse Operations from Theory to Industry Best
Practices in Thailand. July 2015
Hermann Gruenwald (2015). Logistics from academic discipline to industry best
practices. July 2015. Asian International Journal of Social Sciences 15(3):31-42
DOI: 10.29139/aijss.20150303
Hermann Gruenwald (2015). Military Logistics Comparison during the Vietnam War.
June 2015. Journal of Social and Development Sciences Vol 6(2):57-66 DOI:
10.22610/jsds.v6i2.843 License CC BY 4.0
Hermann Gruenwald (2014). Global Pineapple Supply Chain - A Thai Perspective.
December 2014
Hermann Gruenwald (2014). Special Event Logistics Geopolitical Event Bangkok.
June 2014. Information Management and Business Review Vol 6(2).
DOI: 10.22610/imbr.v6i3.1109 License CC BY 4.0
Hermann Gruenwald Logistics Software from a Logistics Management and
Management Information Systems (MIS) Perspective. December 2013. Information
Management and Business Review 5(12):591-597 DOI: 10.22610/imbr.v5i12.1092
License CC BY 4.0
Education
Hermann Gruenwald (2018). STEM Education in Thailand The Chicken and the Egg.
December 2018. Conference: 1st Global Education Management Summit At: Bangkok
Hermann Gruenwald (2017). STEM and Logistics Management Education. April 2017.
Conference: International Conference on Resent Trends in Business Management
(ICRTBM-2017) At: Bangkok
Hermann Gruenwald (2015). Learning Styles of Logistics Professionals – A Thai
Perspective. May 2015. Conference: International Conference on Commerce Law and
Social Science (ICCLSS) At: Bangkok
Hermann Gruenwald (2015). Why do I study at Vocational or International College –
Student Motivation Comparison? September 2015. Conference: 1st Srinakharinwirot
University International Conference of Education (SWUICE2015) At: Bangkok
Hermann Gruenwald (2014). Low Cost High Tech Approach to Teaching Science For
Logistics Management Students. October 2014. Conference: International Council of
Science Educators ICASE2014 At: Surathain
Hermann Gruenwald (2018). STEM Education in Thailand The Chicken and the Egg.
December 2018. Conference: 1st Global Education Management Summit At: Bangkok
Hermann Gruenwald (2017). STEM and Logistics Management Education. April 2017.
Conference: International Conference on Resent Trends in Business Management
(ICRTBM-2017) At: Bangkok
Hermann Gruenwald (2015). Learning Styles of Logistics Professionals – A Thai
Perspective. May 2015. Conference: International Conference on Commerce Law and
Social Science (ICCLSS) At: Bangkok
Hermann Gruenwald (2015). Why do I study at Vocational or International College –
Student Motivation Comparison? September 2015. Conference: 1st Srinakharinwirot
University International Conference of Education (SWUICE2015) At: Bangkok
Hermann Gruenwald (2014). Low Cost High Tech Approach to Teaching Science For
Logistics Management Students. October 2014. Conference: International Council of
Science Educators ICASE2014 At: Surathain
International Business
Hermann Gruenwald (2015). Thai-Cambodian Logistics Ventures. June 2015.
Conference: 3rd Academic Conference on Thai-Cambodian Relations, Kdei Karuna
Organization, Phnom Penh/Cambodia, co-funded by German International Cooperation
agency, GIZ and Open Society Foundation (OSF) At: Bangkok
 Hermann Gruenwald (2015). Women's Negotiation Power in the Logistics Industry – A
Study of Thai Generation Y. December 2015. Conference: 27th International
Conference on Advances in Business Management and Information Technology
(ICABMIT) At: Bangkok
Hermann Gruenwald (2014). Enhancement of the Transborder Trade in the Greater
Mekong Sub-Region (MSR) through Port Infrastructure. September 2014. Conference:
3rd Mekong Sub Region International Conference (MSSRC) "Mekong Region and
ASEAN in Transition: People and Transborder Issues” Mekong Sub-region Social
Research Center (MSSRC) At: Ubon Ratchathani, Thailand
Hermann Gruenwald (2014). Thai Logistics Management Students' Perception of
Cambodia. May 2014. Conference: 2nd Academic Conference on Thai-Cambodian
Relations, Kdei Karuna Organization, Phnom Penh/Cambodia, cofunded by German
International Cooperation agency, GIZ and Open Society Foundation (OSF) At:
Bangkok, Thailand

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