How nice it would be if your out-of-home advertising continued to be anchored in the minds of the contact persons reached even two/three weeks after the end of the advertising campaign. No problem because out-of-home advertising can do that and much more!
As the “ROI-Study OOH 2020” from the Fachverband für Aussenwerbung (FAW e.V.) proves, the effect of out-of-home is absolutely sustainable, because: The half-life, a parameter that indicates after how many weeks half of the communication effect is still present, can even last up to 12 weeks, depending on the industry! Before we knock your socks off with more facts, a few key data on the study itself.
The effect and efficiency of OOH is clearly proven
The goal of the “ROI Study OOH 2020” was to prove the impact and efficiency of out of home in the media mix. Spoiler: Success proven! The study examined the impact of out-of-home advertising on the sale of brands and products in terms of ROI (Return On Investment). This means that the advertising expenditure was put in relation to the measured advertising success and thus it was calculated how many euros of revenue were generated per euro invested in advertising expenditure through OOH. A total of 234 cross-media campaigns were used for the study, covering both FMCG (fast moving consumer goods) and NON-FMCG market segments.
Outdoor advertising: media spending vs. media impact
Three different factors influence the sale of products in the FMCG and NON-FMCG segments: Baseline (impact factors that cannot be influenced, such as seasonal effects), Marketing (price, product, distribution, promotion) and Media (impact contribution of all media). It is astonishing that “Media”, with a 29.5% share, contributes almost one third to the sales of the products in general, of which, however – since the effect and efficiency of outdoor advertising was once again proven with this study – only a small part of the media spending is attributable to out-of-home.
In order to determine the impact contribution precisely, the actual media share of 29.5% in the graph was scaled to 100% to determine the correlation between media spending and media performance.
Although on average only 6% of total media expenditure is attributable to outdoor advertising, this advertising medium contributes a share of 8.5% to the media impact. This is a significantly high contribution that outdoor advertising makes to relevant sales! The graphic also shows how important a healthy media mix is. A sensible distribution of media spendings among the individual advertising segments is important in order to achieve the best possible and longest-lasting advertising impact. As the following example also proves:
OOH in the media mix doubles sales
Adding OOH advertising to the media mix while slightly increasing the media budget by 15% leads to extraordinary – positive – effects of your advertising campaign. If you rely on just one advertising medium, in this case a TV mono campaign, you should not expect any great leaps. Only the media mix of TV and OOH advertising ensures that efficiency (i.e. the ratio of budget & sales) increases by 59% and sales are 98% higher than in campaigns without OOH advertising. Yes, we agree with you: Wow! So, this example clearly proves that a media mix achieves the best results.
Achieve enormous ROI efficiency with Out-Of-Home advertising
The impact of outdoor advertising – as part of a cross-media campaign – scores again on these metrics, because Out-Of-Home also has a positive impact on return on investment (ROI). As a reminder, ROI puts advertising expenditure in relation to the measured advertising success. For example, the study found that every euro of media expenditure invested in out of home advertising (based on the premise of sales) generates an average of €4 in revenue.
In the case of consumer goods such as soft drinks, each euro invested even generated 8 times that amount in sales, and in telecommunications the figure was well over €9. Depending on the industry, the use of a media mix, i.e. the addition of out-of-home advertising, has thus been shown to increase ROI efficiency.
Half-life of out-of-home advertising: Stays in the mind for a long time
Out of sight, out of mind? Not with out-of-home advertising, because as the study also shows, the so-called “carry-over” or “depot effect” is enormous. To explain: This anglicism describes the – quite normal – fact that campaigns have a diminishing effect after they have ended. What surprises readers at this point is that the OOH effect is still 64% on average two weeks after the end of the campaign – and this puts the media effect of out-of-home advertising on a par with the “online” medium. Depending on the sector, this advertising after-effect of out-of-home advertising can be proven to be even longer or higher. Particularly in the case of strongly established brands or companies that have caused a stir with outdoor advertising over several booking periods and in combination with a very good advertising creation, the carry-over effect can even last up to 12 weeks afterwards.
As the study “ROI Study OOH 2020” proves, OOH advertising is a very powerful means of communication and contributes to the visibility of an advertisement demonstrably but above all sustainably. The positive impact on ROI of incorporating out-of-home advertising – i.e., a cross-media campaign – was proven. It was also confirmed that OOH makes a significant contribution to media impact.
Finally, to echo the basic tenor of the study:
If an advertising medium stands alone, such as when a “Tv mono campaign” is used alone, advertising achieves solid results. But it is only in the media mix, i.e. by adding OOH, that your advertising campaign can work at all levels and only then becomes truly efficient. So, if you want to be “in the mind” of your target audience – especially in the long term – go for out-of-home advertising in the media mix.
How to increase sales with out-of-home advertising on buses
As we know, Berlin is a large and heterogeneous city. And bus advertising in particular is a 1-to-many medium. So how exactly do you reach your target group with bus advertising? Fortunately, Berlin has 6 bus depots. So, you can choose the area you want to reach based on the depots. In order to avoid long travels through the whole city, the bus lines from the area are assigned to the respective depots in that area. If you choose the depot Indira-Ghandi-Straße, you will use buses that run in the area of Pankow, Prenzlauer Berg, Mitte, Friedrichshain, Kreuzberg, Lichtenberg, and Marzahn-Hellersdorf. So rather in the northeast of Berlin. There are overlaps at some depots, but always clear tendencies.
This positive effect of depot occupancy was also used by our customer to bring its water Brandenburger Quell closer to its target group. In order to facilitate the decision as to which depot in Berlin should be occupied, an analysis and target group segmentation was carried out. As a regional family business whose water is sold in glass bottles, they identified their target group as an environmentally conscious, modern middle. In the analysis, the depot Indira-Ghandi-Straße was found to cover those areas where the target audience lives. Thus, bus advertising was planned in this area.
So now, a single decker bus was branded in partial design. Besides the Brandenburger Quell water bottles, the motif shows bright blue sky, meadows, blue water, a few Berlin sights, and the words “Naturally from here” and “In the middle of Brandenburg – directly near Berlin”. This represents exactly their brand positioning: Pure quality, freshness, naturalness, regionality (proximity to Berlin) and environmental awareness. A very nice and effective design.
Furthermore, the choice of partial design on the bus as long-term advertising is a very effective measure. Partial design and full design are always most worthwhile with a booking of at least 12 months. On the one hand, the foil is produced only once and can then be in use for more than a year. This makes more ecological sense than running short campaigns with constantly changing motifs that have to be produced anew each time. And on the other hand, the bus advertising on the chosen depot can achieve lasting visibility in its target area and thus continuously increase sales among its target group. Therefore, we congratulate Brandenburger Quell and all advertisers who use bus advertising in Berlin on a depot that reaches precisely their target group on this great media choice.
“When Hans went to school, his eyes were always on the sky.” This is how the old German children’s tale “Hanns Stare-in-the-Air” starts. In 1845 and several accidents later, this may well have been the case for “Hanns”. But with digital outdoor advertising, such as the Infoscreen, Hanns is no longer peering into the air; he only has eyes for your OOH campaign on the digital screen.
What are digital Infoscreens?
Infoscreens, also known as “Station Video” or “Public Video”, are modern large-format screens in landscape format, which can be found primarily at highly frequented locations such as train stations, but also at suburban and underground stations in Germany’s major cities. The oversize (16:9) alone makes this digital outdoor advertising stand out from afar. A razor-sharp resolution of more than 1,920 x 1,080 pixels and moving images do the rest: automatically attracting the attention of everyone standing at the track. And that’s not all!
The special feature of this out-of-home medium is that your advertising is literally embedded between editorial content, such as regional weather forecasts and culture tips, as well as global news. Thus, the advertising is not directly perceived as such, and the information environment has a positive effect on the perception of your OOH campaign. Since the XXL screen and the diverse program, which is entertaining and informative at the same time, invites you to look, this digital poster is a real attention magnet at a train station.
Where do the Infoscreens attract attention?
With these digital info screens, your OOH advertising campaign is right in the middle of things: always well and visibly located at highly frequented interchange stations. This allows you to generate high contact numbers in major cities throughout Germany, as well as an enormous reach. In Berlin, for example, your digital advertising campaign can attract attention at the central “Friedrichstraße” junction or at Europe’s largest interchange station, the “Berlin Hauptbahnhof”. These locations are true transshipment points and handle several hundred thousand people. The long-distance train station “Südkreuz” alone is used by more than 175,000 departing and arriving passengers, visitors and Berliners within 24 hours. For commuters in particular, these transfer stations are the direct link between Berlin’s suburbs and the workplace – every day! With an advertising space allocation on an info screen, you therefore also reach multiple contacts. The target groups to be reached can therefore be a regional, as well as international audience, business travelers and the commuting, upper middle class.
Why is this digital outdoor advertising so effective?
Let’s cut to the chase: we wait an average of 5-10 minutes for the next train. During that time, we have nothing to do … you could look up in the air like Hanns – but there’s that attention-grabbing digital billboard. Interest is aroused in those waiting and is really attracted by the large digital screens. What’s more, your digital outdoor advertising is perceived intensively because the target group is in a low-stimulus environment.
So the term “infotainment” says it all: information worth knowing, such as regional reports – which, by the way, increases trust in your brands, because you are advertising in a familiar environment for the target groups – and news, create a positive environment (also from an editorial point of view) for your advertising clip.
What other advantages do these digital posters or digital outdoor advertising in general offer?
In principle, digital outdoor advertising is flexible and can be used at short notice, which means that updates to your advertising or the advertising motifs are possible. In addition, several cities can be covered at the same time, even in the same format! A nationwide presence of your OOH marketing measure is therefore easy with digital posters, as the campaigns can be easily initiated across cities, i.e. throughout Germany.
Furthermore, with the “Info Screen” advertising medium, you can specify exactly when your advertising should run. Through the possibility of booking different time slots (of 3 hours), you also select the people who will see your advertising. It is up to your marketing objective whether you want to use advertising space around the clock, i.e. the same playout in all six available time slots, or whether you want to use a few selected time slots with double or triple the frequency. You only advertise when you want. And so your Infoscreen advertising campaign easily turns “Hanns Stare-in-the-Air” into “Hans Stare-at-the-digital-Infoscreen” – who then sees, directly and blatantly, your digital outdoor advertising.
The digital information screens thus achieve enormous attention, like reach, mainly due to their oversize and locations. Added to this is the long waiting time in a monotonous environment, which again increases the perception of OOH. Through the editorial environment in which your advertising is integrated, the trust in your brand is also strengthened. So all in all, for you as an advertiser, this means: If “Hanns”-at this point representing your target group-is only looking at your outdoor advertising instead of the air, then you have probably occupied an advertising slot on an Infoscreen!
Set – Pull – Aim – Shoot! Sounds like archery and has nothing to do with out-of-home advertising? Wrong! Well, it’s a similar story for advertisers who want to attract attention with outdoor advertising around the exhibition centers for trade fairs, congresses, or conventions (such as DMEA 2022). Figuratively speaking, of course, because their advertising around the congress location hits the target group directly in the bulls eye.
OOH at trade congresses
Due to the specialized topic with specialized congresses the target group is highly specialized and narrow. A small target, but the OOH archer does not miss, because your marketing measure around the fair railing or congress center reaches only persons, whom you want to address: The visitors and speakers of this highly specialized congress! Scatter losses are thus reduced many times, while the advertising is perceived much more intensively by your target audience, because you are targeting their interests precisely with your OOH campaign. The impact of outdoor advertising at trade conventions is intensified, also because the out-of-home campaign is systematically played out in the vicinity of trade fair locations. The advertising can also be placed on digital city light posters at airports or billboards at the main train station or train stations close to the trade fair, precisely at those locations where your target group will be traveling to the congress. Generally speaking, OOH advertising for trade congresses can be placed on a variety of advertising media, such as traditional posters or the premium advertising media, the City Lights (boards, columns and posters) around the exhibition center. In addition, unconventional advertising media in particular attract the attention of congress visitors.
Out-Of-Home advertising with super flexible Moving Boards
The double-sided Moving Boards are LED-backlit and are carried exactly where you want them by so-called walkers on their backs. They are therefore particularly flexible and can react to the currents of your target group. At highly frequented streets, in the park, or around the exhibition center, this walking OOH advertising ensures a repeted perceptuion rate with your target group and equally increases the chance of contact. In addition, the Moving Board walkers can, for example, distribute flyers and interact with the audience. With advertising on Moving Boards for a trade congress, you as an advertiser have killed two birds with one stone, so to speak: advertising medium and promoter in one.
Biking through the city with “Cool Lite Bike” outdoor advertising
Poster motifs are skillfully staged with a “Cool Lite Bike”, whether in portrait or landscape format. Your ad will be produced as a banner, that is coupled to a bicycle. Riders then chauffeur your advertising conspicuously through the city! The banners are printed on both sides and so this outdoor advertising attracts attention from every side! A particularly noteworthy advantage of the “Cool Lite Bikes” is also that your ad can go, where there are no other advertising media. By the way, your advertising will be seen even in places where it is rather confusing like in city centers and pedestrian zones. No matter whether the OOH campaign is driven through the city or placed in a highly visible location, for example near an exhibition center, with the “Cool Lite Bike” as an outdoor advertising medium you will easily reach your target groups and be spectacularly remembered.
Advertise at the DMEA with moving advertising media
From April 26th to 28th, 2022, DMEA, the leading event for the digitalization of healthcare, will take place in Berlin. More than 600 exhibitors from over 27 countries will attract decision-makers from all areas of healthcare. As already mentioned: visitors to trade congresses form a top target group. The more than 11,000 expected trade visitors are thus made up of physicians, hospital executives, IT specialists and experts from research, such as science and politics. Those who advertise here with out-of-home advertising know they will hit the target in the middle. And with mobile advertising media such as the Cool Lite Bikes and the Moving Boards, your advertising moves exactly where your target group is.
Take advantage of out-of-home advertising at trade conventions and address an specialized target group and prevent scattering loss. With movable OOH advertising, you also have the opportunity to accompany your interest groups from their arrival – for example at BER – to the trade fair grounds and thus achieve a particularly high contact rate.
Since your target group is highly clustered for specialized events, you can be sure to be right on target with your OOH advertising for the trade conventions.
The Autobahn GmbH is looking for new employees from different departments and therefore present themselves on different media with different jobs. In order to appeal to many Berlin and Brandenburg commuters, the Autobahn relied on interior advertising in the U-Bahn and S-Bahn (public transport). Moreover, they addressed all road users on the street with the tram advertising. And to top it all off, they occupied three light boxes at BER Airport. The campaign at the airport started in December. In addition to the usual business travelers and thousands of employees, this allowed Die Autobahn to take advantage of the travel peak around the holidays. In January, they added a flight of posters on high-frequency S-Bahn stations. Thus, Die Autobahn reaches many potential employees in Berlin and the surrounding area. Super media mix of airport, tram, and interior advertising! And since it’s always exciting to see how transport vehicles are wrapped in full design, we also shot a short clip on this:
With the fall campaign, our client Cat in a Flat generated high reach and contact numbers with window adhesives and ceiling posters in Berlin, Frankfurt, Cologne, Hamburg, Düsseldorf and Munich. Clever! Because interior advertising is cheap and effective at the same time.
So cheap, so effective: advertising in public transport The price-performance ratio is unbeatable with this outdoor advertising or transport media. Window adhesives can be booked for as little as €1,452.00 for 50 foils. In principle: The more foils are occupied in public means of transport; the more multiple contacts develop. Nevertheless, even with a small print run, countless contacts are addressed, and a large reach is achieved. Our customer Cat in a Flat decided on an advertising period shortly before Christmas to remind cat owners whether their kitties need a sitter over the holidays. Bookings were made from Nov. 15 – Dec. 15, and unlike online ads, by the way, no Christmas surcharges at all 😉 Consequently, advertising on public transportation is cheap and effective!
Travel time is advertising time 12 minutes, that’s the average amount of time people spend on the train, bus or tram – per trip, of course! So, the calculation is simple: travel time equals waiting time, equals advertising time. Rarely do target groups stand or sit for an even longer time, in one place, in front of a poster – and it could be yours! Riders want to be entertained during the waiting time to your stop, so the colorful foils of interior advertising come in handy. Due to the long travel time, the target groups also have enough time to read information on the advertising posters well and attentively. Of course, QR codes can also be printed on the ceiling posters and window adhesives. As soon as the code is scanned, they are forwarded directly to an App or web page for further information on the “sitter situation” or “cat sitter existence”. At the same time, the circle closes between “online” and “offline” recruit. You live in Frankfurt, Düsseldorf, Hamburg, Cologne, Munich or Berlin? Then you have probably seen a window adhesive or a ceiling poster of Cat in a Flat in the S-Bahn or U-Bahn at one time or another. With so many positive advertising effects of advertising on public transport media with ceiling posters and window adhesives, did you start purring yourself? We at wtm Außenwerbung fully understand! With high contact numbers at an exceptionally good price-performance ratio, you can’t say no, or rather “Meow!”
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