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Study shows: Digital outdoor advertising proves highly effective despite lockdown!

Study shows: Digital outdoor advertising proves highly effective despite lockdown!

Complete lockdown and nobody is on the street? False! Mobility monitoring clearly shows that there is no zero level and people are still on the road. With a case study, the geolocation app GIM Traces and the Digital Media Institute also prove that the advertising impact and brand awareness of campaigns with digital outdoor advertising achieve extraordinary values despite lockdown.

In the case study, the advertising impact of two campaigns for the Hylo Eye Care product (trademarked brand of Ursapharm) was compared (2019 vs. 2020). The digital spots were shown on 80,000 screens. These so-called touchpoints were, for example, screens in pharmacies, in retail stores, at subway stations and in doctors’ waiting rooms. To measure the advertising impact, telephone and online surveys were used, as well as geo-data from the GIM Traces app from several thousand app users who had previously agreed to geo-tracking.

Question: Does digital outdoor advertising make sense during a lockdown?
Study answer: Yes!

Despite lockdown, people continue to go to work, shop, visit the doctor, or exercise outdoors. In 2020, as many as 62 percent of all people tracked had at least one contact with a touchpoint. In total, that was just 3 percent less than the previous year. And that, despite lockdown!

The strong results in terms of brand recall and awareness are also attributed not only to motifs with well-known soccer players, but also to the fact that a stimulus-reduced environment leads to greater attention to the screens.

Conclusion of the study: Digital out-of-home advertising (DOOH) offers enormous potential for products and brands even in lockdown and difficult advertising phases. No wonder, then, that the share of digital advertising media in outdoor advertising is already at 35% and continues to rise. After all, digital outdoor advertising achieves an outstanding advertising impact and increases brand awareness.

Mall Videos and City Light Posters in Shopping Centers

Mall Videos and City Light Posters in Shopping Centers

Mall Videos and City Light Posters in Shopping Centers  

The Spring collection is eagerly waiting for the opening of retail and department stores

Everyone is eagerly awaiting the comeback of normality and the opening of retail, restaurants and Co.. We finally want to go shopping and treat ourselves. When the malls and shopping centers of the big cities are allowed to open their doors again, especially experience-hungry shoppers will roam the aisles. 

In many shopping centers and malls, there are digital and analog advertising spaces that accompany shoppers on their way through the rows of stores and in the parking garage and can set direct buying impulses: the so-called Mall Videos and City Light Posters in ShoppingNet

Mall Videos – digital shopping companions

With Mall Videos, you have the opportunity to present your advertising message directly to shoppers in many German shopping malls on digital advertising screens in portrait and landscape format. The average length of stay in the center is 90 minutes. Perfect to generate countless multiple contacts with mall videos and to set buying impulses directly at the point of sales (POS). Mall videos are flexible because you can chose time slots and book small networks per center. In this way, you hit your target group exactly.

City Light Poster (CLP) in shopping centers and parking garages

In addition to digital screens, many German malls and shopping centers also offer the option of using analog poster spaces: City Light Posters in the ShoppingNet. The City Light Posters accompany the shopper through the shopping aisles, at entrances and exits, and on the way to the parking garage. City Light Posters are available in small networks per mall. Therefore, the advertiser can control exactly in which environment they are present. This way, you can set buying impulses or address your target group from the local area.   

 

Plan now for the malls to open soon 

Particularly digital networks can be booked at short notice. If available and the posters have already been produced, CLP ShoppingNet can also be booked at short notice This allows you to react spontaneously to the opening of shopping centers and malls and target shoppers hungry for consumption. 

Sample prices

The prices for mall video spots are variable depending on the choice of time slots and playout frequency. Depending on the location, from €292.91 per week.

Here are a few specific examples of City Light Posters in ShoppingNet:

CityShopping Centervisitors/ weeknet sizeprice per net/ week
BerlinEastgate12528610 CLP1.750,00 €
BerlinGesundbrunnen Center17697012 CLP2.100,00 €
BerlinLinden-Center1187048 CLP1.400,00 €
BerlinRing-Center II1169107 CLP1.225,00 €
BerlinMärkische Zeile3109143 CLP525,00 €

To find out which center mall offers videos and CLP shopping networks, simply send us an e-mail. We will gladly send you concrete offers and availabilities. We are looking forward to your request.

Office or home-office? Back to the office again!

Office or home-office? Back to the office again!

TRIBES advertises their new co-working office in Frankfurt with billboards and bus advertising.

The slogan “Back to the office again” can currently be found on billboards and bus advertising in downtown Frankfurt. TRIBES is advertising for their new co-working office in the Marienforum. Here you can rent individual work desks, private offices, meeting rooms and entire floors on a permanent basis or just by the day. Great for all those who are no longer in the mood for home-office anymore.

As an opening campaign for the new location, TRIBES placed targeted billboard advertising on various large-scale billboards in the streets and train stations near the new co-working office in downtown Frankfurt. In addition, the motif was also placed in traffic board format on buses and is rolling through the city.

 

Large-scale billboards and traffic boards – the perfect duo for the graphic designer and media planner

Putting together an effective media mix for an advertising campaign is not always easy for media planners. The more different media you include, the more work it means for the graphic designer, who has to adapt the motif to a wide variety of formats. However, large-scale billboards and traffic boards are a particularly good duo.

Large-scale billboards are the classic in poster advertising and can be found all over Germany on the streets and in train stations. Thanks to their standardized 18/1 format, the graphic designer can sit back and relax, because he or she only has to create the motif in one format. Even if bus advertising in traffic board format is added, the graphic designer does not have to panic: traffic boards are also available in 18/1 format. The only thing to keep in mind here is that the vehicle notches do not interfere with important text or image elements.

It is not just the same format that makes large-scale billboards and traffic boards a perfect duo, but also how they complement each other in their advertising impact. Large billboards can be selected individually and are therefore ideal for targeted placement around the target group’s environment or around the POI (Point of Interest, in this case the Marienforum). Complementary to billboard advertising at selected locations, bus advertising offers a wide reach and many contacts, as advertising on public transport rolls through the streets incessantly. Thus, targeted large-scale billboards and the strong visibility and reach provided by bus advertising complement each other to form a perfect duo.

Programmatic DOOH: Your food is weather sensitive (PART 1)

Programmatic DOOH: Your food is weather sensitive (PART 1)

You may know it from yourself. When the weather changes, you may well have to deal with migraines – and now our food is suffering the same? Well, almost.

Programmatic Digital-Out-Of-Home (DOOH) stands for “programmatic, digital outdoor advertising” and enables advertising to be played out in real time. Based on data such as location, day, time, traffic, location and/or weather, advertising can be precisely played out to specific target groups.

So it could be that on a rainy and cool afternoon hot soup is advertised on a digital City Light Poster by a delivery service. But on a sunny and warm evening, only the partner companies in the immediate vicinity are advertised by the delivery service. Welcome to the future? Welcome to the past: As early as 2018, the delivery service Foodora had already distributed various spots to target groups via the ECN network, using geo-targeting, weather analyses and data based on the time of day. The dynamic playout through data triggers, which carried out the programmatic DOOH bookings, were a complete success!

Which data is already flowing into the planning today?

WiFi Tracker: A small inconspicuous box – a WiFi Tracker measures in real time how many people are currently in the vicinity of the advertising medium.

GPS: With GPS positioning, the mobile devices in the immediate vicinity are recorded.

Beacon (Bluetooth): Small transmitters that send their identifier to nearby portable electronic devices. The technology enables smartphones to perform actions in close proximity to a beacon.

Facetracking: Who had eye contact with the advertising motif? Male or female?

The classic surveys are becoming increasingly redundant. The combination of all collected data provides reliable data for planning. With these granular frequency data a programmatic control of digital advertising is possible.

The collection of the data is fully compliant with data protection and does not violate it, as only frequency is determined and no personal information is obtained. The optical sensors, which are used for face tracking, do not record any videos, but only single sequences which for example recognize the gender or the age. Whether the advertising was consciously perceived or not can also be recorded.

The future of Programmatic DOOH includes “location based services“, a cooperation with app providers, which should make it possible to track the paths of users. This would already be data-compliant today for apps that advertise with bonus points, as the use of the application already constitutes consent to tracking.

Our conclusion: DOOH has arrived in the Champignon League!

The recording of target group data in real time thus provides the almost perfect basis for Programmatic DOOH: reduction of wastage, optimization of campaigns according to parameters such as weather and/or time of day, and all this combined with a brilliant appearance. Advertising heart, what more do you want?

The number of screens is growing daily. In the last three years the number has doubled. You can now find them everywhere in: Fitness studios, fast food restaurants, universities or in the waiting rooms of doctors, at train stations, at the airport, motorway rest stops and so on. The digital screens in public places reach almost three quarters of German citizens at least once a week.

How automated campaigns will look like in 2021/2022 and how DOOH will be awarded by auction, you can read in the next part of the series “Programmatic DOOH”.

City Light columns: The dinosaur of advertising media lives – now turns and shines

City Light columns: The dinosaur of advertising media lives – now turns and shines

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.

Direct purchase trigger with poster advertising on large-scale billboards – quality contacts for quality sausage!

Direct purchase trigger with poster advertising on large-scale billboards – quality contacts for quality sausage!

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!