Outdoor advertising in Berlin.
Berlin has developed into a massive metropolis with an advertising landscape of over 150,000 advertising media. Our Agency specializes in the marketing of outdoor billboard and public transportation advertising in Berlin. The foundation of our success rests on the development of individual on-sight advertising solutions that are intermedia and independent.
The locational quality of the advertising media is an important criteria. Yet for a advertising campaign to be truly successful, additional factors have to be incorporated.
- Which advertising messages fit with which advertising medium?
- Are the text and design compatible with outdoor advertising?
- Can the advertising images be quickly and effectively captured by the car driver?
These are just some of the many questions that significantly influence the success of an advertising campaign. We will gladly „translate“ your advertisement onto a large scale motif.
Outdoor Advertising in Berlin has Tradition
Outdoor advertising has its roots in Berlin. In 1855, the owner of a large printing press by the name of Ernst Litfaß erected the first column in the myriad of Berlin’s streets, and with that posted the first set of news headlines to be seen in public view. Thus, the Litfaß column was born and given life. These columns displayed everything that was important and relevant for the public election information, events and performances and the first ads for nowadays well-known German companies. Therefore, poster-based advertising belongs to the oldest forms of advertising media.
Public Transportation Advertising in Berlin
30 years later, the first horse carriage buses with advertisement were rolling through the streets of Berlin – A further milestone in the realm of outdoor advertising. Public transportation advertising had been successfully established. Only following the end of World War 2 did outdoor advertising officially explode onto the scene. New forms of advertising were developed and implemented. The number of advertising locations increased annually. Today there is a considerably extensive catalogue of mediums of outdoor advertising.
Ambient Media for Specialized Areas of Life
In recent years, the Ambient sector in particular has gained considerable prominence. Since certain key audiences have become increasingly harder to target via the standard advertising realms of Print, TV, and Radio, Ambient Media has found a direct way into their living space. This includes advertising in the underground subways, along with advertising in supermarkets, restaurants, and sport centres. Ambient Media identifies the forms of advertising media that are directly implemented in the target audience’s surroundings. Examples of Ambient Media include free postcards in bars, bathroom postings, boards in schools and universities, advertisements on pizza boxes, and shower/locker room advertisements in fitness studios
Traditional Forms of Media Still Most Prominent
With a share of over 60%, the most classic forms of outdoor advertising – Billboard and public transportation advertising – remain the largest sectors in the outdoor advertising industry. Electronic outdoor advertising is only making slight advances. Videoscreens certainly cover a number of highly populated urban areas, yet an effective campaign solely with Videoscreens is not achievable. The electronic medium of outdoor advertising „passenger TV“ is currently still concentrated in the cities of Berlin, Hamburg, Hannover and Leipzig. This medium is very attractive for regional markets since it basically reaches every passenger of public transportation. With the continuing expansion of airports and sports stadiums the number of advertising media has increased. Advertising in stadiums (on barriers, flags, billboards…) now makes up over 8% of outdoor advertising. Airports reacted to the positive development of outdoor advertising. They now offer special advertising media like the Colorama for the individual areas of the airport.
The importance of outdoor advertising keeps increasing
According to Nielsen research the entire branch of outdoor advertising could record a 2% increase last year. Unfortunately this number does not include the spending on advertising in public transportation and ambient. Otherwise the market share of outdoor advertising would be significantly higher. The “big losers” of 2008 include the media cinema and magazines.
