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!”
Or: When cat content attracts attention not only online, but offline as well – Part 1 |
When was the last time you looked your seat neighbor in the subway in the eye? Probably not very often. We prefer to look around and be entertained by the colorful foils of interior advertising: all eyes on ceiling posters and window adhesives. Luckily, we have transport advertising and interior advertising in subways, trams, buses and trains! Don’t miss out on the looks onto your OOH campaign and, like Cat in a Flat, rely on this extremely attractive advertising medium: Meow!
Online, there is a multitude of platforms offering their products and services for online and offline work, also called online consumer websites. Competition is fierce, and so is the courting of one’s target audience. That’s why many online services not only rely on advertising on Facebook, Instagram, and YouTube – where, by the way, advertising prices rise enormously, especially at Christmas time – but also use traditional offline advertising. As does Cat in a Flat, an online cat-sitter platform, who advertise offline in the public transport systems of Germany’s major cities with: Ceiling posters and window adhesives.
A few examples of why this type of OOH advertising is so attractive and effective?
Interior advertising: high reach and multiple contacts
Especially in metropolitan areas, public transportation is used by countless people on a daily basis, with up to 2-3 trips per day! Those who advertise with interior advertising are therefore seen by many people, even several times a day. This means permanently high reach and multiple contacts. Brand perception is reinforced, which means that it is easier for the target groups to remember the brand, and, in addition, more trust is placed in the brand with each renewed perception of the advertising. Ceiling posters and window adhesives can be booked on a monthly basis and so our customer Cat in a Flat has also secured full coverage and high contact numbers in Berlin, Frankfurt, Cologne, Hamburg, Düsseldorf and Munich. Who thinks, so much advertising effectiveness can be only expensive, may read on please in Offline Cat Content Part 2.
It’s a well-known fact that you shouldn’t go shopping when you’re hungry. But those who go to the “Green Week” actually do themselves a favor if they arrive there with an empty stomach, because: The IGW 2022 trade fair will also be the international trade fair for agriculture, horticulture and food in the coming year. So there’s plenty to see, discover and, above all, taste! Why not tingle your target group’s taste buds today: with out-of-home advertising and make them “hungry for more!”
From Jan. 21 – Jan. 30, 2022, the “international Green Week” will take place in Berlin for the 87th time. By the way: In the year 1926 the IGW was called for the first time into the life, at that time this was however still a simple and above all local commodity exchange. 96 years later the meeting developed to one of the world-wide most important fairs within the range food economy, agriculture, and horticulture. The audience is more international than ever, as the figures from last year (2020) show. Over 1,880 exhibitors, including more than 770 international exhibitors, from over 72 countries. For advertisers, this consequently means: your outdoor advertising will be seen and perceived by an international audience, and the reach of the out-of-home campaign is correspondingly high!
The trade show is equally attractive for private and trade visitors, because it brings together players from the entire value chain, i.e. from producers and importers of agricultural products to decision-makers and representatives of wholesalers and retailers, right through to the end consumer. Expressed in figures, this means that more than 400,000 visitors are expected again next year, 90,000 of whom will be trade visitors. This does not include the more than 200 experts from politics and administration, such as ministers and politicians themselves. The GFFA (Global Forum for Food and Agriculture) is in fact the highlight of the IGW and is an international high-level conference on future-relevant topics of global agricultural and food policy. High-profile guests such as Angela Merkel and Prince Charles have already been part of this supporting program.
There are countless media available for your out-of-home advertising for the Green Week. There are several City Lights and other billboards directly around the trade fair, which can be wonderfully combined into a trade fair package. Or do you want to pick up the arriving visitors already at Berlin Central Station or BER Airport? No problem! In addition, there are of course many other options to address Berliners, be it with transit advertising on buses or billboard advertising at train stations or on the street. There are no limits to your creativity.
Those advertising in January 2022 for the “international Green Week” thus reach those target groups easily, which are interested in the topics and/or in the ranges of agriculture, horticulture and nutrition are employed. So, you too can be part of the exchange between the industry and consumers and make them “hungry for more!” with your out-of-home advertising.
See and be seen, as the saying goes. And there’s something to that. Your company wants to be seen and decides to advertise to improve their image, increase sales or generate more downloads. But how do you achieve visibility, and especially in big cities? Out-of-home advertising gives your company the opportunity to reach many people in big cities, regardless of their other media usage. Especially in big cities, people are much more mobile thanks to public transportation and more on the go to the myriad of activities the big city has to offer. To target these people on their way, advertisers have the opportunity to place transportation and billboard advertising. In this way, you can successfully reach many potential customers. In the following, we report on a successful campaign by our client OkCupid.
A dating app conquers Berlin with outdoor advertising
Together with our colleagues from Vizible Media in London, we organized a campaign with outdoor advertising for the dating platform OkCupid. For the fact that OkCupid is actually one of the oldest dating sites on the internet, it was not very widespread in Berlin until recently. This was to change. A strong visibility was to be generated that would stand up to the constant bombardment of other dating platform competitors. To increase awareness and thus app downloads, OkCupid opted for a media mix of transportation advertising and billboard advertising. A very good choice!
Berliners are always on the move a lot on the street and with public transport. So OkCupid covered a total of 4 entire trams and 8 subway units with full exterior branding and also placed over 2,700 foils inside Berlin’s S-Bahn, U-Bahn and trams. To further increase the advertising pressure across the means of transport, more than 300 large billboards were placed in subway stations and large and small posters were stuck on more than 550 advertising columns. With this media mix, all Berliners were reached on the streets and in the means of transport. This is how the dating app conquered Berlin.
Out-of-home advertising that stands out: variety with colorful motifs
Placing a billboard is not the same as getting noticed. For advertising to be noticed, it must also be designed to be eye-catching. This is where our dating experts really went to town. Different motifs were developed for their out-of-home advertising campaign to appeal to different relationship concepts. OkCupid is known as an inclusive dating app that doesn’t just offer the classic straight concept. So up to 12 motifs were created, which were brightly colored, playful, creative, provocative, and crazy in order to appeal to as many people of different minds as possible. Very fitting to the colorful Berlin. Even though some may not have been able to immediately identify with the motif, the outdoor advertising was still extremely eye-catching due to the strong colors and witty motifs. Thus, increased perception values increased brand awareness and effective app downloads. Thumbs up!
Perhaps you still know this – admittedly somewhat modified – song by the Berlin rapper “Sido”, who in a way indulges in the Kiezkultur with it. Because let’s be honest, and Berliners know this best, in our neighborhood we get everything and don’t have to leave a city district for it. So, if you choose the Digital City Hub, you can meet your target group where they spend most of their time – at home in their own neighborhood.
Now, let’s get this straight: advertising in the neighborhood means little wasted coverage. Due to the location of the digital screens, advertising takes place directly in the living space of the target groups. Whether it’s on the way to the “Späti”, to their regular café or on the way to the tramway station, with the Digital Hub you integrate your advertising into the daily routine of the respective neighborhood residents. This easily generates multiple contacts and strengthens the recognition effect, especially among local people.
It is always important to know in which environment advertising is placed, because this impression inevitably rubs off on the image of the brand. The Digital City Net Hubs are modern and high-quality advertising media that always put your advertising in the right light – at the best locations in Berlin, but more on that later.
As the trend goes more and more towards digital advertising, the resolution in Full HD with 1.080*1.920 px does the rest to convey advertisements always brilliant and pin sharp to passers-by, waiting people and other road users. The digital format also allows advertisers to flexibly adapt the motifs to the events of the day. Due to the moving images of your advertising spot the attention of the target group increases further. As studies have shown, more than 75% of people passing by perceive digital advertising media, as our eyes are inevitably drawn to the movement on digital screens.
Due to the generous format of the digital advertising media, there are no limits to creativity when it comes to implementation. Thus, “stinkin’ normal” advertising suddenly becomes “infotainment”. A format that attracts the attention of neighborhood residents and visitors alike, because it combines information and entertainment. Since this type of advertising promises fun, your target group likes to look here – no matter if it’s day or night! Since the displays are illuminated, these modern advertising screens are noticed at any time of day. Moreover, bad weather can neither harm the motifs, as they are digital and behind glass, nor does it detract from the perception, as they shine and your advertising stands out!
As promised, back to the best locations: No matter whether you decide to use just one neighborhood, for example Hackescher Markt with 8 DCLPs, or strategically book Rosenthaler Platz with 24 screens, you will be present. Since the Digital City HUBs are always located at high-frequency intersections, not only the residents of the neighborhood are addressed, but also all users of public transportation. This location placement results in high contact numbers, which thus generate an enormous reach for you. A good build-up of visibility is guaranteed with this advertising medium, as the perception values are unbeatable compared to analog advertising … as is the price-performance ratio. Compared to the Digital Deluxe network with 50 locations on Ku’dam, the prices are affordable, as much smaller networks can be booked. This makes Digital Hubs extremely attractive for regional advertisers as well.
This is how neighborhood advertising works! Digital City Net Hubs are modern, innovative, and enormously attention-grabbing thanks to the digital advertising option. They are always placed in a district-specific manner and are always located where life is vibrant and where the target group is because they live there – and your advertising is right in the middle of the action. As Sido raps so beautifully “Here I get everything, I don’t even have to leave here” – probably true!
Sometimes things have to go quickly. Large campaigns with print posters or transit advertising often need at least 4 to 8 weeks lead time. If you don’t have that much lead time, digital City Light Posters are the best choice.
10 positive reasons for digital City Light Posters:
Networks with digital City Light Posters now exist in almost all major cities in Europe.
Positioniong in city centers and near public transport guarantees high contact chances and multiple contacts.
The CLP format is the same in most cities, so the same spot can be broadcasted throughout Europe (1,080 x 1920 pxl)
Digital CLPs can be booked spontaneously with a short lead time. Only a few days before the start of the campaign, available slots can be booked and the spots can be programmed.
The digital screens are super suitable for short campaigns. Minimum booking: 1 week, sometimes even only 1 day.
They can be booked with fixed spot playout or programmatically.
You can have several spots broadcasted and occupy several slots.
The screens benefit from high attention rates through moving images.
The high resolution and best image quality make your brand shine
The digital City Light Poster is a premium advertising medium and thus supports the image of the advertiser.
So digital City Light Posters shine with their flexibility and great advertising impact. That’s why, for the opening of their new store at Place de la République in Paris, Adidas had opted for a campaign on digital City Light Posters in the metro. Very good choice!
Travel time is advertising time
Online, there is a multitude of platforms offering their products and services for online and offline work, also called online consumer websites. Competition is fierce, and so is the courting of one’s target audience. That’s why many online services not only rely on advertising on Facebook, Instagram, and YouTube – where, by the way, advertising prices rise enormously, especially at Christmas time – but also use traditional offline advertising. As does Cat in a Flat, an online cat-sitter platform, who advertise offline in the public transport systems of Germany’s major cities with: Ceiling posters and window adhesives.
The trade show is equally attractive for private and trade visitors, because it brings together players from the entire value chain, i.e. from producers and importers of agricultural products to decision-makers and representatives of wholesalers and retailers, right through to the end consumer. Expressed in figures, this means that more than 400,000 visitors are expected again next year, 90,000 of whom will be trade visitors. This does not include the more than 200 experts from politics and administration, such as ministers and politicians themselves. The GFFA (Global Forum for Food and Agriculture) is in fact the highlight of the IGW and is an international high-level conference on future-relevant topics of global agricultural and food policy. High-profile guests such as Angela Merkel and Prince Charles have already been part of this supporting program.
Together with our colleagues from Vizible Media in London, we organized a campaign with outdoor advertising for the dating platform OkCupid. For the fact that OkCupid is actually one of the oldest dating sites on the internet, it was not very widespread in Berlin until recently. This was to change. A strong visibility was to be generated that would stand up to the constant bombardment of other dating platform competitors. To increase awareness and thus app downloads, OkCupid opted for a media mix of transportation advertising and billboard advertising. A very good choice!
Placing a billboard is not the same as getting noticed. For advertising to be noticed, it must also be designed to be eye-catching. This is where our dating experts really went to town. Different motifs were developed for their out-of-home advertising campaign to appeal to different relationship concepts. OkCupid is known as an inclusive dating app that doesn’t just offer the classic straight concept. So up to 12 motifs were created, which were brightly colored, playful, creative, provocative, and crazy in order to appeal to as many people of different minds as possible. Very fitting to the colorful Berlin. Even though some may not have been able to immediately identify with the motif, the outdoor advertising was still extremely eye-catching due to the strong colors and witty motifs. Thus, increased perception values increased brand awareness and effective app downloads. Thumbs up!
Due to the generous format of the digital advertising media, there are no limits to creativity when it comes to implementation. Thus, “stinkin’ normal” advertising suddenly becomes “infotainment”. A format that attracts the attention of neighborhood residents and visitors alike, because it combines information and entertainment. Since this type of advertising promises fun, your target group likes to look here – no matter if it’s day or night! Since the displays are illuminated, these modern advertising screens are noticed at any time of day. Moreover, bad weather can neither harm the motifs, as they are digital and behind glass, nor does it detract from the perception, as they shine and your advertising stands out!
Networks with digital City Light Posters now exist in almost all major cities in Europe.