Well, the dinosaur of advertising media does not originate from the Mesozoic period, but from 1854, when the Berlin printer – and namesake – Ernst Litfaß developed the first outdoor advertising medium. By 2020, however, the advertising pillar can be much more than just thick, round and eye-catching. Advertising pillars used to be placed where urbanity pulsates most.
That’s where they are still located, or rather, their descendants: the City Light columns. Whether at important traffic junctions, lively and popular places or on busy streets, your target group will find your advertising message exclusively in premium locations – such as the Ku’Damm in Berlin.
Kurfürstendamm is a popular and lively shopping mile, especially now in the Christmas season, and is more highly frequented than ever. But it’s not just shopping that drives even more visitors, passers-by and strolling along the mile, it’s also the whole special Christmas glamour! Brightly lit trees and well-known figures such as Father Christmas, Nutcracker and Co. decorate the 3.5 km long street with over 140,000 LED lights and make shopping a real experience.
20 of Berlin’s city light columns are located at Ku’Damm alone and can make your advertising part of the Christmas experience. And you benefit from the high contact density of the shoppers. Furthermore, your advertising is in no way inferior to the glowing Christmas decorations, because: The fully glazed advertising pillars are brightly backlit. Thus, your advertising message is always clearly visible and stands out brilliantly from the darkness. This increases attention additionally, as the advertising medium and the advertising message are perceived for longer.
Furthermore, city light pillars attract additional attention due to the rotating technology. This means that the columns rotate continuously and thus enable your advertising to be seen by the target group all around and to its full extent. Speaking of scale:
The illuminated columns offer a particularly large scale. The unusual portrait format (1.19 x 3.5 m) attracts even more attention to you or your advertising message. By making creative use of the advertising space, the campaign objective can be increased many times over!
The modern dinosaurs, the advertising pillar, are attention-grabbing advertising media, without question! They guarantee a fast build-up of reach and a correspondingly strong contact volume. The background lighting and rotation ensure increased perception.
Place your bets on the illuminated pillars, which line the Ku’Damm and other Berlin shopping streets, especially now in the Christmas season and benefit from the positive effects of the advertising medium like no other season.
You are launching a new product and want to inform customers about it or increase sales of a product? Then it makes sense to place your advertising in the immediate vicinity of the point of sale to create a direct purchase trigger. In the following, we will present the example of the campaign „Authentic European Pleasures“ of Italian sausage manufacturers who addressed shoppers with classic poster advertising directly before entering the market. In the EU-funded project “Authentic European Pleasures”, several consortia merged and advertised their quality products, such as Italian salami, zampone and mortadella. In order to make customers from Dortmund, Cologne and Frankfurt specifically aware that they can now buy the Italian products at Rewe and Edeka, we jointly designed a campaign in autumn 2020 by placing the sausages on large-scale billboards in the immediate vicinity of the shops. The direct impulse to buy is strongest when as little time as possible elapses between the influence of the advertising and the shopping situation. For this reason, many supermarkets offer the possibility of placing poster advertising on billboards in the same street, at the driveway, next to the entrance to the market or directly in the car lot.
Why particularly large-scale billboards?
Large-scale billboards are poster spaces in the large standard 18/1 format (9m²), which can be found in almost all larger cities in Germany, both at railway stations and on the streets. They are valued differently depending on their position and the possible number of contacts associated with them. Due to the standard format, poster advertising on large-scale billboards can easily be used for campaigns throughout Germany. Another advantage, however, is that large posters do not have to be booked in networks but can be selected individually. When booking network media, one achieves many contact chances. However, the more definite the target group (Rewe/Edeka shoppers), the more stray loss you have with network media. Thus, the targeted placement of large billboards around the desired point of sales can provide direct buying impulses and generate more qualified contacts. Therefore, booking individual large billboards near Rewe and Edeka stores where the products can be bought was very efficient for the Italian sausage campaign. Quality contacts for quality Italian sausages!
Always stay on the ground? That should not apply to your airport advertising!
As described in the first article, airport advertising offers passengers the opportunity to accompany them over several stages. From arrival, to checking in at the airline counter, even on the last few meters into the aircraft. Your advertising message can accompany airport passengers for a long time – even longer than 90 minutes! More than 65% of passengers arrive at the airport at least 1.5 hours before departure.
Above all, this waiting time is spent where there is a lot to discover: BER’s “marketplace” is the hotspot for this. Here, your advertising message takes off – completely without the plane.
Airport Advertising Berlin: Marketplace Quartet
You can reach the top with the advertising space allocation of 4 banners in large format.
Directly after the duty-free area is the market place, which lives up to its name. All departing and arriving passengers of Terminal 1 inevitably pass through this location. This fact alone guarantees an enormous reach of the brand message. There are many clothing shops here, so that this venue is an insider tip for the Fashion Week in January 2021.
In addition, many seating facilities and gastronomic services invite you to linger. Make the most of the time spent by airport guests and draw attention to yourself in a striking way. With a banner size of 7,500 x 4,000mm your advertising message is highly visible. Attention guaranteed!
Make good use of the waiting time of the passengers: 41% of the passengers are at the airport at least 120 minutes before departure, another 26% are at the airport more than 90 minutes before take-off. Broken down, this means for you as an advertiser:
More than 65% of passengers have over 1.5 hours to devote to your airport advertising during their waiting time. Sounds very good! But that is not all:
After landing, passengers spend an average of another 40 minutes at the airport before leaving. Including the destination airports in the planning would increase the campaigns efficiency greatly.
Airport advertising offers a great advantage: write your advertising story that accompanies passengers from their arrival at the airport, through check-in, from the gate to the plane and even to their destination airport. Target groups can be reached over several stages using digital media.
Part 1: Digital City Light Posters (CLP) The digital network at BER with its 29 sites (41 screens) accompanies passengers on their journey through all stages: arrival, check-in or in the main hall.
If you choose digital CLPs, you are opting for modern and up-to-date communication. Because: advertising screens can be booked almost in real time (no printing of backlights, overnight insertion of spots) and played out on a pin-sharp screen. Pixel loss? Nothing.
Due to the slot allocation of 10 seconds and the omnipresent locations, not only waiting people but also people passing by are reached.
Not only that. Your spot can reach your target group at BER and in Madrid and London within a short time. At the same time.
In Berlin, at the new BER airport, the 10-second spot on 41 digital CLP spaces costs € 18,000.00 per week. With our mini-series on BER, we provide you with regular information on the advertising media in Schönefeld. And then it’s off to a good start.
Of course, no one voluntarily foregoes the attention of potential customers – unless one doubts the effect of outdoor advertising and relies on other media.
The advertising impact study of the Fachverband Außenwerbung clearly shows how out-of-home media can convey your brand message effectively to target groups and even be a call for action, such as purchase.
If you already rely on ooh media, you can lean back and smile encouragingly. You have decided on the right advertising measures. This study confirms your gut feeling, manifested by the results of a tough study: Outdoor advertising works!
About the study:
The study examined in how far out-of-home advertisement works. These results were extracted from around 230,000 online interviews, based on 236 campaigns, and continuously collected since 2015. In addition, the brand strength established to date was taken into account, as was the media usage to date, and differentiated according to the advertising pressure (GRP) required in each case (Gross Rating Point, gross reach in %).
The following criteria and campaign objectives were the focus of the impact study:
– Attention: recognition of the motif
– Image: positive value link with the brand such as sympathy
– Familiarity: clear idea and assignment of what the brand stands for
– Call to action: Recipients research about the product or buy it
As the long-term study has shown, all four criteria show a percentage gain. Particularly positive results were achieved with short-term campaign goals, such as “generate attention” or “call to action”. Thus, ooh contributes significantly to the support of central campaign goals.
Go through the roof, even with little media usage
At this point, some people might think: So far so good! But outdoor advertising will surely only have an effect if you have used as much media budget as possible and put up posters around half of the city. Dementi!
From the study results that an increasing contingent depends on the past budget, as on the existing awareness and, thus the brand strength. Nevertheless, an increase in campaign goals can be observed in all cases – even with a small budget.
As can be seen in the graph, even with a low brand strength and a low budget (budget less than 1 million Euro), the “attention” of the recipients could be increased by up to 35% by out-of-home advertising.
Especially young brands profit from out-of-home advertising!
A (re)launch is imminent, or you want to establish a new brand? Then rely on City Light Posters, City Light Boards, large billboards, column posters.
As the advertising effect study now proves, the campaign goal “attention” in particular gains strength with ooh measures. Even with medium budgets, percentage increases and positive effects can be seen! The advertising messages are seen and produce reactions. Just what brands need.
The Taiwan Trade Center in Munich offers extensive support and helps to establish a supplier system, to enable German companies to connect with Taiwanese companies in a promising way. If German companies are looking for suitable suppliers, they will find help here.
This year, a broad-based image campaign was planned for the Berlin Marathon in September. The whole world watches when the world record is challenged again every year. But the marathon was cancelled due to Covid-19. Still, Taiwan Trade Center decided to stick with the advertising at Tegel Airport. With a new motif, all passenger boarding bridges were occupied, brightly colored coloramen presented their message at the baggage carousels and digital media was about to follow shortly.
Especially in these times, wtm says thank you, for this reliable partnership and we wish the airport advertising a great success.
That’s where they are still located, or rather, their descendants: the City Light columns. Whether at important traffic junctions, lively and popular places or on busy streets, your target group will find your advertising message exclusively in premium locations – such as the Ku’Damm in Berlin.
This year, a broad-based image campaign was planned for the Berlin Marathon in September. The whole world watches when the world record is challenged again every year. But the marathon was cancelled due to Covid-19. Still, Taiwan Trade Center decided to stick with the advertising at Tegel Airport. With a new motif, all passenger boarding bridges were occupied, brightly colored coloramen presented their message at the baggage carousels and digital media was about to follow shortly.