Berlin Science Week is a week for anyone who’s curious – all over Berlin. Science opens its doors for 10 days.
Our client figured this message needed to get out there, and outdoor advertising was the best way to do it, so they picked their spots. In addition to classic large-scale (paper) advertising, they also opted for City Light columns. These are modern, backlit advertising columns with 360-degree visibility, located exclusively in high-traffic locations. Three posters can be hung in the columns. Each poster has the same chance of visibility, as many models rotate. The posters are illuminated from the inside, which extends the advertising time, especially in fall and winter.
The facts at a glance:
Backlit advertising: The posters are illuminated from behind, making them particularly visible.
360-degree visibility: The posters are clearly visible from all directions.
Location: Always in high-traffic locations.
Rotation: Many models are rotating models.
Weatherproof: The posters are protected from the elements in weatherproof display cases.
Booking: Individually or in networks.
We wish Science Week a flood of curious people who will enrich the free events for ten days and transform Berlin into a hub of scientific experiences.
Practical example of motif change in bus advertising: Brandenburger Quell
Your bus advertising has been running for over a year and you want to change the motif? No problem. Updating the motif on the bus or tram is a completely normal production process that keeps an advertising campaign fresh and lively.
Tip for bargain hunters: Depending on the task at hand, we only replace parts. A few years ago, Denn’s Biomarkt only wanted to change the logo on the tram. This request was implemented quickly and cost-effectively. If your advertising is on buses, then discuss with your creative department, for example, the rear surface.
Brandenburger Urquell, a mineral water with a source near Berlin, wanted a complete makeover after several years. The single-decker bus is occupied as part of the design.
Process of changing motifs using the example of Brandenburger Urquell
Our client discussed the route with us. It is not usually possible to change the route, but in many cities it is possible to change the depot, thereby creating a new route.
The next step is to determine the production costs and agree them with the customer. Strip advertising is relatively easy to produce and apply. The cost of changing the motif is below the average repair costs for an electric vehicle.
If you are considering changing the motif for a complete redesign, you will incur higher costs. Ask about the final costs before you make your final plans.
Creating the print file
AI file as graphic template Our client receive an AI file for the graphics department. This file contains an exact representation of the bus type. All areas for your advertising are precisely measured. The graphic designer bases the motif on this template.
All technical specifications of the transport company are included in this file. All indicators, all function buttons, all windows, and rubber seals.
This ensures that all important information from the transport company remains visible and is not covered up. And you can place your most important advertising messages effectively.
Motif approval
Officially, the motif must be submitted in advance. This is a process that is already completed in the background beforehand. Nearly 100% of our customers do not even notice the approval process because they offer products and services that give no reason for a “no.” This is an issue in poster advertising.
Production and installation
The print file is ready and is sent to the producer
You do not have a free choice of producer and cannot deliver the file yourself. The transport companies have licensed a handful of producers and only these are commissioned with your production.
Similarly, only experienced and competent specialist companies are commissioned to apply your advertising film.
The quality of the film and the workmanship must ensure that your advertising campaign looks high-quality for years to come.
Document photos
Do you place great importance on professional images for your website? Then you should talk to us in advance so that a photographer can be hired.
As soon as the bus with your advertising is on the road, we can ask the transport company for the route and timetable. We only receive this information on a daily basis.
You should allow four weeks for motif changes after submitting the print data. But it’s worth it. The buses are constantly on the move and reach many potential customers and clients within a large radius. In a study by the Fachverband für Außenwerbung (FAW), 82% of respondents said they noticed advertising on buses and trams. Your brand will make a lasting impression.
Sometimes, it doesn’t take a full-blown campaign to make an impression. That’s exactly what PSD Bank thought when looking for a distinctive way to highlight its Steglitz office. And so, they decided to put the advertising pillars in their catchment area to the test.
Around the Handjerystraße location, several media options made it to the shortlist: street clocks, lamppost ads, exclusive pillars, and large-format billboards. Each was evaluated strategically in relation to the site. While the clock ads continue to turn reliably year after year, the exclusive advertising pillar ultimately took gold for PSD Bank and deservedly so.
The pillar has a strong and confident presence in the streetscape. Standing right on the sidewalk, it meets every passerby at eye level. Pedestrians, cyclists, and even drivers can’t miss the large, striking visuals. It can’t be blocked by parked cars or hidden by trees: it’s always right there, front and center.
Each pillar can be booked individually, and only the locations that truly fit the concept make it to the final round. Sometimes, a large billboard sneaks in at the last minute and wins the internal race. Healthy competition keeps the advertising world vibrant, after all.
Pillars, like billboards, are booked in ten-day cycles. That means fresh creative can be added every ten days, keeping the content relevant and exciting for people in the area. Every update brings new energy: a fresh message, a new design, a different reason to stop and look. Compared to year-round media that never change, the pillar offers unbeatable flexibility and liveliness.
Exclusive pillars also stand out for another reason: they have no direct competition. There’s no second pillar beside them, no neighboring poster crowding the view. The message doesn’t have to shout to be seen — it simply commands attention by presence alone.
Poster formats are flexible, too. One period might showcase a bold 8/1 design covering the entire pillar, while the next could feature a colorful checkerboard of A1 posters for a playful variety. Berlin stands for diversity and the pillar reflects that spirit perfectly. It evolves with the seasons and stories: open house events, rate changes, new opening hours, or special offers.
In that way, the pillar becomes more than just an ad space … it’s a street-level ambassador for the brand. We wish PSD Bank every success with its new (sales) colleague out there on the streets, connecting with the community day after day.
Black Friday Booster: How to Boost Sales with Outdoor Advertising
Do you also feel like the Black Friday season starts earlier every year? Just as the first leaves fall, the first sales offers appear on every channel. The challenge for you as a marketing manager or brand manager is huge: how do you stand out from this noise and make sure your offer is seen and used?
The answer often lies where your competition hesitates: in the unmissable world of Out-of-Home (OOH) advertising. Traditional and digital billboards can put your Black Friday offer in the spotlight right before the purchase decision. Forget overcrowded inboxes! Here’s how you can rock Black Friday and maximize sales with outdoor advertising.
Why OOH is the Turbo for Your Black Friday Sales
During the hectic pre-Christmas period, attention is the hardest currency. Online ads are often skipped or blocked, but a large billboard or Digital-Out-of-Home (DOOH) screen is hard to miss.
Advantages of outdoor advertising for Black Friday:
Reach: OOH reaches commuters, shoppers, and pedestrians – the people most likely to head to stores or shop online.
Proximity to purchase: Strategically place city-light posters or digital screens near stores or high-traffic shopping areas to strengthen the impulse to buy.
High credibility: Outdoor advertising is perceived as trustworthy and widely accepted.
The Tactic: Classic Meets Digital for Maximum Impact
Black Friday is short and intense. This calls for a campaign that scales quickly and reacts flexibly. Different OOH formats each bring their strengths:
1.The Classic Anchor: Billboard Advertising for Presence
Large-format and city-light posters are the backbone. They build awareness ahead of the Black Friday weekend and anchor your message in consumers’ minds. This type of advertising ensures base reach and generates anticipation – creating a mental anchor for your brand before the discount frenzy begins.
2. The Flexible Weapon: Digital-Out-of-Home (DOOH) and Programmatic
Here’s where the magic of the media mix comes into play. Digital advertising at train stations, shopping streets, or main roads allows you to display deals in real time, without production delays.
Time-of-day targeting: In the morning, reach commuters and professionals starting their day, while in the evening, target employees, young adults, and people out for leisure activities such as concerts or events.
Programmatic Out-of-Home: With Programmatic Out-of-Home (pDOOH), you can even use audience data to show your message only when your customers are most likely to pass by. Flexible and efficient doesn’t get any better than this!
Black Friday isn’t a game of chance; it’s a race for attention. To boost sales, rely on a medium that guarantees visibility and can guide customers to the point of purchase.
Outdoor advertising is a powerful marketing tool. Combine classic presence with digital flexibility to make your Black Friday deals even more successful.
Ready for Black Friday Advertising Success?
At wtm aussenwerbung, we know the best locations and the smartest (programmatic) DOOH strategies to make your Black Friday campaign a success. Let’s find the perfect spot for your deal! Contact us for a free consultation before the best ad spaces are gone.
Protagonist: San Miguel, the well-known beer from Spain
Our client booked three flights at Hamburg Airport. During the first week, San Miguel presented itself on a digital board with fast-moving images, and in the following week, a 10-second commercial whetted viewers’ appetite for the beer.
San Miguel made a conscious decision to use digital media. Brilliant images and straightforward shipping are just some of the many advantages. Digital media in outdoor advertising offer more flexibility (for example, new advertising content every day) and better targeting of the target group.
Advantages of digital out-of-home advertising:
• Flexibility:
Digital media make it possible to adapt content in a very short time.
• Target group appeal:
By using data and targeting options, advertising messages can be played to specific target groups. For example, to travelers at airports and to sports-minded target groups at gyms.
• Eye-catching:
Digital media achieve a higher advertising impact.
• Interactivity:
Some digital media offer interaction.
• Around the globe:
Digital formats are easy to use internationally. Traditional paper formats have made it difficult for brands to implement campaigns quickly and consistently in multiple countries. No printing of posters—San Miguel also benefits from this.
We look forward to the next San Miguel Week in Hamburg.
The new offices are ready and the move is planned for next month? The new company sign has been ordered, but there are no other signs for the new office.
What can I do to put my office in the spotlight? What realization times do I need to take into account? What costs will I have to pay?
There are a number of simple but effective advertising options right on your doorstep. Of course, you have already commissioned an advertising technician to create an eye-catching company sign. This is part of the office’s first business card. Don’t stop at the door, but go a few steps further in your mind. In the stairwell, signs point the way (alternatively in the elevator) to the second floor, at the door another sign informs which room offers which service and ceiling hangers serve as a signposting system in the entrance area of your office. A well thought-out concept leaves a lasting impression. Don’t forget to use the office windows for external advertising. Window films with your logo will shine for many meters and especially in the evening hours you will enjoy the illumination of the offices.
Lead time: 3 weeks
Costs: from € 2,000.00 – depending on design and effort.
Advertising in the marketing zone of clients and potentially interested parties not only draws attention to the new company headquarters, but also to the company as a whole. Which district do my client come from and how will they get to me? You quickly come to the point that, on the one hand, local public transport plays an important role. In urban areas, more and more people are doing without a driver’s license or their own car.
Our client Monday.com has opted for public transportation and road hubs for its new opening. Monday.com offers work platforms for the professional sector so that all employees can work together efficiently. At the same time, information such as projects and statistics are synchronized in real time. Decision-makers in companies are often found in company cars. That’s why the road was a must in campaign planning.
City Light Boards are positioned at highly frequented locations in road traffic and tower over all natural obstacles such as parked cars. In Munich, this included Wilhelm-Hale-Straße, which is an important tangent.
Advertising at hot spots
A third and final consideration can be the places where the target group likes to spend a lot of time. For example, fitness studios, cinemas, neighborhoods. Booking advertising space in the direct living environment of the target group ensures a high level of attention and a positive association with the advertised product or service. These ambient media are often used in combination with classic advertising measures.
In our case, it was the large space in a Munich “nightlife district”. Cosy pubs with live music characterize this street. This is exactly where advertising pays off.
Is a new opening on your agenda? We would be happy to launch a campaign.
