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!”
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!
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.
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!