You might think 2025 was a tough year for the advertising industry. Budgets were cut, major media categories lost ground, and TV (the dominant medium for decades shed nearly €722 million. Not exactly a climate for growth. And then there is out-of-home advertising. While other media tightened their belts, out-of-home in Germany grew by almost 10%, adding over €320 million in absolute terms — more than any other category. This is not a one-off. It is a trend.
The market in brief
The German advertising market totalled around €35.4 billion in 2025, a slight decline of 0.5% year on year. TV was down 4.2%, cinema down 0.8%. Online and print both grew, but modestly, at 1.6% each. Radio held steady at +0.3%.
OOH, by contrast, closed the year at €3.557 billion. Over the summer, its market share crossed the 10% mark for the first time and held it through to December. Even in December, traditionally TV’s strongest month, out-of-home grew by another 10%. These figures come from the official Nielsen advertising statistics, analysed by B|A|M Bundesverband Aussenmedien e.V.
So what makes OOH so attractive right now? In short: out-of-home advertising reaches people when they are out and about — and let’s face it, that is most of the time. It meets them in their daily lives, on the way to work, while shopping, around the city. Not squeezed between ad breaks or buried in a social media feed.
Digital is the new normal
Even more striking than overall OOH growth is what is driving it. Digital out-of-home, meaning digital screens and displays in public spaces, grew by 26% in 2025. Traditional poster advertising, on the other hand, dipped slightly at -1.5%.
The result: the digital share of total OOH revenue climbed from 41.5% to 47.6%. The 50% milestone is almost within touching distance.
This means that today, almost one in every two euros spent on out-of-home advertising goes into a digital format. And for good reason: DOOH combines the reach of a classic poster with the flexibility of digital advertising. Campaigns can be activated at short notice, adjusted by time of day or weather conditions, and updated at any time. In a market where agility matters, that is a serious advantage.
City Light: the star of the statistics
Within the poster segment — at €2.351 billion the largest area of OOH — City Light formats have clearly taken the lead, posting growth of 24.1%. The format closed the year at €1.164 billion, more than all other poster formats combined when large-format and City Light Board are added together.
This comes as no surprise. City Lights are located where people spend their time: in pedestrian zones, at train stations, at busy junctions. They are at eye level, well lit, and in their digital form as DCLP, dynamically programmable. For anyone looking to be seen in city centres, they are hard to ignore.
Who is investing and why interest keeps growing
Particularly notable is which industries significantly increased their OOH budgets in 2025. Travel and tourism, for example, was up 67.9%. Someone looking to book a summer holiday walks past posters — they do not scroll through an algorithm. Transport and logistics grew by 48.7%, arts and culture by 28.3%, and retail by 16.8%.
The trend is equally clear at company level: REWE increased its OOH budget by 55.6%, Amazon by 33.6%, and ILS by as much as 56.3%. These are not newcomers testing the water, these are household names doubling down on out-of-home.
Stations: advertising in the moment of waiting
Within transport media, advertising at train stations, metro stations and other transport infrastructure, station advertising stands out. At nearly €700 million and growth of 5%, it is the strongest individual segment within transport media.
Anyone who has ever waited for a train knows why it works. Your eyes wander naturally and land on advertising spaces designed precisely for that moment. No smartphone notifications competing for attention, no scrolling past. Just: there, look, register.
Out-of-home in 2026: what to expect
All major media agencies agree: OOH will remain on a growth trajectory. Even as the economic environment becomes more challenging, the outlook for out-of-home advertising remains positive.
Digitalisation will sustain this momentum. DOOH is not just growing, it is fundamentally reshaping the medium, towards greater flexibility, more data-driven targeting, and more opportunities for advertisers of every size. The street has always been the most direct route to people. Now it is becoming the smartest one too.
Television in buses and trains is infotainment consisting of news, advertising, and current weather reports. Information about sports and culture is well received by passengers and forms the basis for attractive advertising. Several screens are installed in each carriage, so the program reaches every passenger, regardless of where they are standing or sitting. The systems hardly differ. If dual monitors are installed, one screen displays a chain of information from the transport company, while the other screen broadcasts infotainment. This keeps passengers’ attention high.
Where is passenger TV available?
Passenger television is available in Germany primarily in large cities such as Berlin, Munich, and Stuttgart, but also in cities such as Hamburg, Hanover, Leipzig, Dresden, Chemnitz, and Nuremberg in subways, trams, and buses. As a rule, there is one screen for infotainment and one for advertising. One thing they all have in common is that the program runs without sound so that passengers are not disturbed or annoyed by noise.
Target groups to select
Public transport is particularly popular in metropolitan areas. The number of car owners in large cities has been declining for years. Congested roads, parking restrictions, and constantly rising maintenance costs are arguments against owning a car. In addition, the mobility study by the Federal Ministry of Transport states that mobility is increasing every year. People are spending more and more time outside their own four walls. Passenger television allows you to reach a mobile target group.
In all metropolitan areas, passengers tend to be slightly more female, slightly younger, and have a household income above the average for the city in question.
Some cities offer advertising for the next stop. This is an ideal advertising space for local businesses. “Get off at the next stop and go shopping.”
Booking according to time slots allows for even more efficient targeting of the target group. Shopping customers do not travel by train. Time slots from 10 a.m. onwards are therefore recommended. From 10 p.m. onwards, we mainly encounter young people.
Patronage bookings can also help to finalize the target group. Sports or book of the month divide passengers into sports-minded and/or culture-minded viewers.
The choice is yours.
How do I book passenger television?
The format is an MP4 file. The minimum length is 10 seconds, but we recommend 15 seconds. Passengers’ attention is subject to distractions. The person next to them might be tapping their foot, the train might stop or start again. Their eyes are not fixed undisturbed and spellbound on the monitors. That’s why the images and messages need to “stand” a little longer than in your own living room.
Bookings are made in days, time slots, and spot length. Depending on the city, the spot is broadcast in two- or three-hour cycles. The time slots represent different contact numbers and different prices per second. The rule of thumb is that more contacts and higher reach lead to higher prices per second, just like with TV formats from private and public broadcasters. A different time slot every day is no problem.
The last adjustment is the number of repetitions. The standard is around 8 repetitions per hour. For high advertising impact, we recommend doubling the number of repetitions.
Final note: The commercial must be submitted one week in advance for approval. Advertising in public spaces is subject to strict rules, but 98% of advertisers comply with them without any problems. Strict rules apply to sexist, political, and religious statements.
Here is our example of the month on the topic of AIDS (Jauary 2026):
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.
