Patagonia Snow Vignettes AW25
Salzburg DOOH

Campaign Insight

The Patagonia Snow Vignettes AW25 campaign delivered 353,000+ impressions across 30 Digital City Light screens in Salzburg over a 45-day flight, achieving a highly efficient €14.14 average eCPM against a total spend of just under €5,000.

Impression delivery concentrated heavily in Salzburg's highest-footfall corridors. The Ferdinand-Hanusch-Platz cluster (3 screens at the gateway between Altstadt and the Salzach riverfront) dominated with ~77,000 combined impressions, making it the campaign's single strongest location. Ignaz-Harrer-Straße 53 in Lehen — a major arterial route connecting the northern suburbs to the city centre — delivered ~57,000 impressions across its dual-facing screens, capturing commuter traffic in both directions. Rudolfskai / Rathaus, positioned directly on the Old Town riverbank opposite the Rathaus, contributed a further ~30,000 impressions.

These three locations alone account for nearly half of all campaign impressions, confirming that the screen selection was tightly aligned with Salzburg's most-trafficked pedestrian and transit zones — exactly the kind of high-visibility, urban-core placements that build awareness efficiently for a premium outdoor brand like Patagonia.