Poster advertising is the absolute classic in out-of-home advertising. But there are so many different advertising media and poster formats. Today we want to take a look at billboard advertising in mixed poster showcases. But what are mixed poster showcases (German: Allgemeinstelle)? And in particular, at train stations?
Advertising media that offer space for several posters from different advertisers are referred to as mixed poster showcases, in German: Allgemeinstellen. As a rule, these advertising media can be booked in networks with numerous locations. The billboards can be placed in A1, A0 and 4/1 formats. Mixed poster showcases include, for example, columns, billboard walls, and display cases at train stations. Today we are talking about poster display cases. But what are the advantages of these poster showcases at train stations?
The 8 advantages of poster showcases:
Location & surroundings: The train station
The posters in the poster display cases at train stations benefit greatly from their surroundings. Train stations are interesting advertising locations because they are a popular touchpoint. Many people use local transport every day and thus come into contact with the billboards at the station. The poster showcases are located on the platforms, in the ticket halls and in the connecting tunnels, i.e. where they are seen by station users.
Furthermore, the advertising posters at the station are always protected from wind and weather, due to the platform roof and station building, and are always illuminated and clearly visible thanks to the station lighting. The station environment is an absolute advantage for the poster showcases compared to other billboard advertising, e.g. on the street. It doesn’t matter whether it’s a regional train station, suburban train station or subway station, train stations are a big hit!
Increased perception due to long reception time
The poster display cases on the platforms in particular are the winners! Because passengers wait for the train, bus or tram before boarding and like to spend their time looking around, the advertising posters in the poster display cases can attract people’s attention. The waiting situation increases the reception time and so the poster advertising in the display cases at stations enjoys increased perception values.
Opportunities for interaction
Another advantage of poster display cases at train stations is the opportunity for interaction. Because people can get so close to the billboards in the display cases, advertisers can integrate a lot of information and interaction options. By placing QR codes or other interactive elements on the posters, potential customers can interact directly with the advertised brand. This promotes customer loyalty and facilitates access to further information.
Network booking for high reach
Poster advertising in showcases is almost exclusively booked in networks. This means that the advertiser books not just one display case, but between 5 and 500 posters at different locations in a defined network. Some networks even guarantee extensive coverage of the entire city! This means that the poster display cases at train stations, for example, can reach all users of the U-Bahn or S-Bahn. In Berlin, that’s 1.5 million passengers a day! That’s an enormous reach and a major advantage this billboard medium! Thanks to a large number of posters, the advertising campaign not only enjoys high net contacts, i.e. people reached, but also high gross contacts, because…
Better remembered through multiple contacts
Network booking not only means that many people come into contact with the billboard advertising in showcases, but they also see the posters several times on their way from station to station. And if you consider that many commuters travel the same route to and from work 5 times a week, these people come into contact with the advertising posters at least 10 times a week at just one of the stations. The multiple contacts increase perception and lead to the poster advertising being better remembered. Multiple contacts are a clear advantage of poster showcases.
Local relevance for more attention
In addition to the large, city-wide networks, poster display cases at train stations can also be booked in more regional networks. For example, an advertiser can book Network West and thus cover all the poster display cases in the network at stations in the west. Local topics are very popular on regional networks, as the local and thematic proximity generates increased attention and relevance for the viewer. Local relevance is therefore a clear advantage of poster advertising in the train station display cases.
Phenomenal price-performance ratio
In addition to the advantages already mentioned, billboard advertising in poster showcases offers unbeatable value for money. Compared to other types of poster advertising, the showcases are very inexpensive. Why?
As already mentioned, the poster formats in display cases are 4/1, A0, and A1. This is relatively small, but is not relevant at the station, as waiting passengers can get very close to the poster display cases to be able to see, recognize and study all the content. Another aspect is that the advertising posters in the general display cases are not exclusive. A display case usually contains up to 4 x A1 posters. This means that every advertiser has to vie for the attention of the viewer. This aspect is also less relevant at the station, as the people waiting usually want to pass their time and soak up any entertainment. Nonetheless, general display cases at railroad stations offer phenomenal value for money. Compared to other poster formats, the media costs are phenomenally low when you consider how many locations you occupy and how many contacts you generate. WOW!
Flexibility thanks to short running times and different start dates
As if the great placement, great performance and low prices weren’t enough, the poster display cases have another advantage: flexibility. This is because the networks can be booked for periods of as little as 1 week. The fact that poster advertising in station display cases can be booked for as little as 7 days makes them very suitable for short, concise campaigns to provide an impulse. These impulses can be, for example, special buying impulses or offers with a limited duration or event announcements. Poster showcases are very popular for art and culture. Inexpensive, wide reach and bookable at short notice? Perfect! And if you want to be even more precise: the different networks start on different days of the week. So, you can book exactly the network that covers the desired advertising period. Great!
What does poster advertising in general locations cost?
Our 8 advantages of poster showcases have convinced you and now you’re interested in finding out which billboard networks are available and what exactly this form of poster advertising costs? No problem! We have prepared two presentations for Berlin here:
What goals have you and your company set for 2024? Do you want to increase sales, find staff, boost brand awareness, tap into new markets or simply launch an image campaign or two? No matter what campaign goal you are pursuing, outdoor advertising in the media mix is the right choice for you.
There is a wide range of different advertising media in outdoor advertising. Some advertising media can be booked individually, others only in networks. Some are analog, others digital. There are small to huge formats and short to long booking periods. The choice of out-of-home advertising media is enormous. But what they all have in common is that they reach people regardless of their other media usage.
We would be happy to advise you on which advertising media suits your campaign objective and budget. Send us your briefing and we will make suggestions and send you non-binding offers for various out-of-home advertising media. Plan your campaigns for 2024 now and achieve your goals.
Would you like to get an overview of the various advertising media? Then you will find presentations on the various outdoor advertising media here:
Out-of-Home advertising (OOH) plays a crucial role in visibility in the trade show environment, for example at events such as the Smart Country Convention. This dynamic form of communication transcends traditional boundaries and offers unique benefits to increase brand exposure and engagement.
increased visibility and multiple contacts through out-of-home advertising in front of the exhibition halls
One of the main advantages of OOH advertising at trade fairs is the increased perception value. Repeated placement of out-of-home advertising around the exhibition grounds not only creates multiple contacts, which increase the chances of the viewer remembering the advertising better, but the relevance in the trade fair context also means that the advertising is perceived better and absorbed. The viewer, usually a trade fair visitor or exhibitor, already has a legitimate interest in the trade fair. So, if the event is mentioned on the outdoor advertising, the viewer has much more of a connection and perceives the advertising as personally relevant. In most cases, individual exhibitors use the media to advertise the trade fair and invite visitors to their stand. The relevance then even results in real engagement if the viewer then accepts the invitation and visits the advertiser at the stand.
Versatility of advertising media
Out-of-home advertising offers a wide variety of advertising media, from traditional posters to modern digital displays (DOOH). Brands can strategically place their messages on different media. There are also various advertising media around the Berlin exhibition grounds to target trade fair visitors. From posters at the nearby train stations (Messe-Nord/ICC, Messe-Süd & Kaiserdamm), to large analog and digital City Light Boards, City Light Columns placed along the roads leading to the exhibition grounds, to large giant posters directly opposite, to completely mobile advertising media, such as portable billboards and bicycle banners, which are moved by promoters precisely with streams of arriving visitors. Advertisers at trade fairs can make use of a wide range of options to draw attention to themselves even before the hustle and bustle of the trade fairs.
Building brand awareness beyond the trade fair
A key aspect of Out-of-Home advertising at trade fairs is its ability to increase brand awareness beyond the boundaries of the event. The strategic placement of billboards, pillars, screens and posters in the vicinity maintains visibility before, during and after the trade fair. High-quality contacts are generated through the relevant target group – and lots of them. Outdoor advertising at trade fairs therefore demonstrably leads to an increase in brand awareness.
The software Polyteia, which presented its technology for resilient public authorities at the Smart Country Convention, also knew how to measure these positive effects of OOH advertising. The Smart Country Convention aims to focus on the digitalization of the public sector and the topic of smart cities. To generate visibility even before the exhibition grounds, Polyteia occupied various advertising media: billboards on large-scale billboards, City Light Boards, digital City Light Boards, and Cool Lite Bikes. The promoters who moved the bike banners and moving boards were strategically positioned at HUB 27, at the south entrance to the trade fair so that as many visitors and exhibitors as possible could be addressed there. With this media mix they were sure to address all arriving and leaving trade fair visitors.
To summarize, out-of-home advertising in the trade fair environment, such as at the Smart Country Convention, offers strategic advantages for attracting attention, using different advertising media, and promoting brand awareness in the long term. In an ever-evolving advertising landscape, the timeless effectiveness of outdoor advertising remains a cornerstone of successful trade show marketing and sustained engagement.
You can look up the up-to-date media and prices for the advertising supports around Messe Berlin in our presentation: Advertise around Messe Berlin
Black Friday is just around the corner, and we have two deals ready:
25% discount on all digital spaces at BER Airport
Valid for week 47 (20.11. to 26.11.2023)
double-up special for Q1/24: We double the advertising duration!
When booking an analogue advertising space for 1 month within Q1 (01.01.2024 – 31.03.2024), you will receive the 2nd month within the 1st quarter, free of charge. More information and conditions below in detail.
25% discount on all digital spaces at BER Airport
This offer is valid for Black Friday Week, i.e. week 47 (20.11. to 26.11.2023). It is therefore an offer for last-minute bookings. Booking and spot transmission until Thursday, 16.11.2023.
The offer is valid for all digital screens and networks at BER!
– Digital City Light Poster BER T1 & T2 – Digital Marketplace Deluxe T1 – Digital Screens Arrival T2 – Digital Plaza T2 – Digital Screens Departure T2 – Digital lounge network T1
Information and prices for the individual networks can be found in our presentation: Airport advertising at BER
Longer advertising periods are also possible. Please contact us and we will prepare an offer for you.
Double-Up Special for Q1/24: We double the advertising duration!
Book an analogue advertising space for 1 month and we’ll add another month free of charge on top. That’s the double-up! WOW!
2 requirements:
– Booking until 31.12.2023 – Advertising period: within Q1 (01.01.2024 – 31.03.2024)
This offer is only valid for analogue spaces, not for digital. All formats, information and prices for analog spaces can be found in our presentation:
We look forward to hearing from you and are curious to see which deal you would like to take up. Are you team digital or team analog? Or both? We’ll be surprised.
Do you want to quickly place an out-of-home advertising campaign in Berlin and achieve high visibility? Then, digital City Light Boards are the right choice for you. The 9-m² screens are strategically placed on high-traffic routes, achieving a net reach of 24.4% with the Berlin network of 46 large screens.
Still in doubt? Then, here are 8 reasons why you should book digital city light boards in Berlin to achieve high visibility.
High Frequency Medium
Thanks to their placement on main traffic routes, the digital City Light Boards are seen by thousands of people every day. Over the course of a week, this amounts to 2,778,000 gross contacts! Many commuters drive along the main roads every day. As the digital City Light Boards are often double-sided, commuters may even see your advertising twice a day! On the way to and from work. Reaching people out-of-home is great with digital city light boards.
Great Visibility.
The digital City Light Boards in Berlin are strategically positioned. They are located on road median strips, at intersections with traffic lights or at the side of the road and are inclined so that moving traffic can see them very well. This way, they are highly visible to moving traffic. The 9 m² screen is also mounted on a 3-meter-high stand and easily overlooks traffic. This means it is clearly visible from afar and is not obscured by parked cars. The CLB is digital and broadcasts your out-of-home advertising in brilliant colors even in bad weather and in the evening.
3. Target Group with High Purchasing Power
The digital City Light Boards are positioned to appeal to car drivers and commuters. They are therefore car owners, commuters with homes on the outskirts who commute into the city and many working people. It is therefore an interesting and affluent target group with high purchasing power.
Short-term Booking Possible!
As the digital City Light Boards are digital screens that can also be booked programmatically, it is possible to make a decision at short notice and deliver the clip within a few days or even hours. Short lead times are becoming increasingly popular, especially for offers and events. Thus, the digital CLB is great for short-term bookings of out-of-home advertising.
Great Availability
With a regular booking of one slot per week on the digital City Light Boards, you have one 10-second slot available per minute. This makes up to 6 advertisers happy per minute. As 6 slots are available, you may be lucky to have a slot available even if you make a request at short notice. This is a definite advantage of digital out-of-home.
Short Campaign Duration Possible!
The digital City Light Boards are usually booked per week. A week is already a short campaign. But the digital screens can also be booked per day or programmatically. Thus, the dCLBs are also great for short campaigns.
Flexible Booking
In Berlin, you can book the digital City Light Boards as a full network, partial network, or simply select them individually. This allows you to book exactly the locations you need for your out-of-home campaign. For those who like it even more targeted: What do you think of digital programmatic playout? This allows you to address your target group with various data triggers.
Positive Effect on the Brand Image
Digital is the trend of the future. The modernization of out-of-home advertising is progressing and many advertising media are being digitized. For you! Displaying your outdoor advertising on a modern digital advertising medium has a positive effect on your image. It makes your brand modern, dynamic, up to date.
Digital City Light Boards are therefore a great medium for out-of-home advertising to generate great visibility and high contact numbers quickly and flexibly. Why not give it a try!
You may have noticed, in Hamburg, Frankfurt, Munich and Berlin there are now more and more taxis that have digital screens on the roof. Some may not have realized that the rooftop advertising is digital. This is because with its 1920 x 540 pixels, the taxi advertising on the full HD screens is razor sharp. In order for the viewer’s eye to properly grasp the cab advertising on a moving medium like cabs, only still images and no animations are currently allowed to be played. Okay, so why is digital rooftop advertising WOW? Because it is taxi advertising that can be programmatically controlled! The advertising is displayed on the screen only when the data triggers you specified trigger the playout. This takes taxi advertising in Berlin to a new level. WOW!
Control taxi advertising through data triggers So how can taxi advertising be triggered? And which data carriers are possible? When setting up the campaign with digital rooftop advertising, you can decide when and where your advertising should be seen. That is, you can specify certain streets, postal codes, or a 5 km radius around a so-called point of interest (POI), for example. These are then set as data triggers for you. Through the GPS data of the taxis, the program recognizes which cabs are in the desired area and plays your taxi advertising only then. This type of control is particularly suitable if you want to advertise at a particular event or trade fair. Then you can cover exactly the target area where the event takes place. Perfect for local targeting! In addition, visitors, and exhibitors to congresses and trade fairs often travel by taxi themselves, thus increasing the visibility of your advertising through a larger number of taxis in this area.
In addition to the local data triggers, other data triggers such as days, times or the weather can also be set up. For example, you can play one spot in the morning and another in the evening. You have a cafe or restaurant? Invite in the morning with cafe and croissant and in the evening with burger and fries! Or is it raining? Then your cab advertising shows the warm soup of the day. This is how easy it is to target your taxi advertising and invite your customers to come to you.
What is the cost of taxi advertising with digital roof advertising? Compared to other digital out-of-home advertising, digital roof advertising is very cost-effective! Here, we are presenting an example offer to you:
Example offer:
Taxi advertising: digital roof advertising
Format: 90,6 x 25,8 cm
Days 5
Playouts 2000 per day
Total 10.000 plays
Added value: 400 playouts with a value of 210€*. *if still booked in 2023
Total: 10.400 playouts
Media € 1.050,00
Technical costs: € 150,00
Reporting* free of charge *including receipt images and heat map of the playouts
Total € 1.200,00 plus VAT.
10.400 playouts for just € 1.200! That is WOW!
Book digital cab roof advertising Now, if you are convinced that digital cab roof advertising is a great fit for your next campaign or business, then give us a call or send us an email! Then we will be happy to create an individual offer for your desired specifications and data triggers. By the way, digital cab roof advertising can also be ideally combined with conventional cab advertising. E.g. by foiling the cab doors with the so-called Door Cover Format!
We look forward to your inquiry! Your wtm outdoor advertising team
