You think: Analogue OOH was yesterday? We put the advertising medium “giant poster” also known as “megaposter” or in technical jargon “BlowUP” in a new, yes you could almost say in a green, light.
When OOH makes WOW
It is not without reason that this advertising-effective out-of-home medium was named “giant poster”. The advertising medium lives up to its name and so your ooh advertising finds space on a poster of up to 300 sqm2. This has two decisive advantages: enormous visibility & space for creative design possibilities. At best, both advantages are mutually dependent and bring your advertising campaign to peak performance. Because one thing is clear: mega posters can’t be missed and are a magnet for attention from afar. Without any ifs and buts, the size of the OOH ensures you a far-reaching presence on the streets. In combination with a bold slogan and/ or an eye-catching motif, the effect of out-of-home advertising on target groups is intensified even further. The result is also clear: WOW! The present advertising medium visually attracts enormous interest and puts your brand in the focus. This way, your marketing measure will be remembered in a truly gigantic way.
Out-of-Home advertising is trending with: Mega posters, scaffold advertising, facade banners.
For every marketing objective, there is the right out-of-hom advertising and, above all, the right location – but one thing at a time. Whether you choose a giant poster that attracts attention in front of a vacant house facade, scaffolding advertising or oversized posters attached to construction fences, your advertising will always stand out. The choice of advertising media is large, as is the effect. We will be happy to advise you on which measures – also from an economic point of view – will help you to achieve your advertising goals effectively.
One thing is certain: with each of these out-of-home measures, you generate enormous reach, with passers-by, motorists and all other road users alike: The advertising faces are usually available on highly frequented streets and important intersections in the inner city area. The fact that the locations of the banner spaces are selected individually also influences the target groups that consume your advertising. Thus, an out-of-home advertising campaign with giant posters, blow-ups, mega banners or scaffolding advertising achieves maximum visibility and enormous contact numbers, significantly increasing reach and brand awareness. What’s more, the booking period is just as attractive for advertisers: you can secure this powerful outdoor advertising for as little as one month.
Sustainable outdoor advertising with giant posters
This statement is to be understood ambiguously. On the one hand, your advertising message – on one of the largest advertising media that outdoor advertising has to offer – leaves a lasting impression. Absolutely!
On the other hand, giant banners can be produced sustainably by using recycled materials instead of PVC. Also, ocean waste i.e. marine plastic from beaches and the oceans (10% marine plastic, 90% recycled materials in the “Green Line Ocean” production) are used for the production of giant posters. These XXL advertising banners are in no way inferior to classic materials (mesh or PVC) in terms of wind and weather resistance.
Giant posters: the new green lungs of the city?
Giant posters can also provide fresh air in 2023! How? The advertising posters by The Pure, are provided with an air-purifying coating, which consists of active titanium dioxide. By means of the photocatalytic property, for example, exhaust gases and other pollutants are decomposed. Already an advertising surface of 500 square meters has an air-purifying effect of 35 large deciduous trees!
Giant posters make a huge contribution, both in terms of enormous advertising power and a positive impact on the environment. Economically and ecologically a contemporary OOH advertising medium for 2023.
The summer is getting hot! Also for your out-of-home advertising! Because we have just the right offer ready: Address tourists and city dwellers with out-of-home advertising on sightseeing buses in Berlin!
Berlin Offer
Book your sightseeing bus advertising in Berlin by 15.05.2023 for a term between 01 June and 31 August 2023 and benefit from great discounts.
All prices plus VAT.
April 2023
Further amounts and durations upon request.
Formats: Hop-on Hop-off Buses
Whether the yellow or red, the sightseeing buses are always double-decker buses. In traffic, they therefore easily tower over passenger cars. In most sightseeing buses, the entire rear may be occupied, as a super-rear format.
Depending on the type of bus, this is approx. 20m². This offers sufficient space for your out-of-home advertising.
Would you like even more space? Then the full cover is the right format for you.
In summary: Sightseeing buses offer a large area with great visibility in the inner city area. What more could you want?
Sightseeing Bus Advertising Booking and the Creation of the Print File
Are you interested and would like to start creating the printable file right away? We will be happy to prepare an offer for you and send you the technical data sheets. So you and your graphic designers can already start with the visual creation.
With out-of-home advertising (OOH) on City Light Poster, the saying is almost the order of the day, and in many ways. Because this advertising format has developed into a real premium advertising medium in recent years and can now be found all over Europe.
In this sense:
“See you … “
… always, because City Light Posters are eye-catching.
The prominent advertising medium leaves an impression, because the poster (analog or digital) is displayed in a high-quality glass showcase, clearly visible. So neither wind, nor weather can harm your advertising. This means that the high-quality impression of the out-of-home is assured throughout the entire booking period. The positive image naturally rubs off on your brand or company.
The size (print format on a 4/1 sheet, measuring approx. 118 x 175cm), also makes your out-of-home advertising impossible to miss and guarantees optimal appeal to a mobile target group.
… even at night, thanks to backlighting of the CLPs
CLPs (short for “City Light Posters”) also have a special optical feature that attracts a lot of attention on the street, even at night. The backlighting ensures that the advertising posters remain visible, as well as legible, at any time of day or night, and can be easily seen from a distance. Thus, this outdoor advertising achieves very high contact numbers around the clock, which are indicated by the contact value (poster viewers per site).
… again, as the out-of-home advertising is located at premium locations.
Out-of-Home advertising as City Light Posters are almost exclusively intended for premium locations. The showcases are usually free-standing on public land or integrated into public transport passenger shelters. In other words, the advertising medium, i.e. your CLP advertising campaign, is conspicuously present at highly frequented transport hubs. Locations include shopping malls and pedestrian zones in city centers, but also bus shelters such as train stations and bus stops. A chance of multiple contacts is given by the optimal location of the City Light Poster, which means that the advertising effect of the out-of-home advertising can be potentiated with your target groups!
“See you … “
… analog or digital, but always with advertising impact.
The posters usually rotate in a 2 or 3 change mechanism. The movement of the out-of-home advertising additionally increases the perception among target groups, because the human eye unconsciously reacts to movement and therefore inevitably looks towards the billboard. Those who additionally rely on moving images (i.e. digital advertising spots) benefit once again from increased visibility of their out-of-home advertising or billboard advertising. Thus, the out-of-home campaign has an enormous advertising impact even in fleeting passage situations (i.e., target persons walk or drive past the CLP). A particularly intensive customer approach is of course given in waiting situations, because this optimal circumstance ensures that the advertising posters and their message are transferred intensively and effectively to target groups.
… elsewhere again, as CLP are available throughout Europe
City Light Posters are booked in networks, which means that a strong reach of out-of-home advertising can be expected. The advantage here is that the poster or billboard advertising can generate a high level of attention in the cities, since the OOH is always placed in the best locations. Whether local, regional or nationwide, we will find the right CLP network to suit your marketing objectives. If desired, even Europe-wide (digital or analog billboard advertising in the form of CLPs is widely available in, for example, France, Spain or the Netherlands, etc.)!
… in the short or long term, because advertising with City Light Posters has flexible durations
CLPs can be booked for intervals as short as one week. This means that even short OOH campaigns can make a significant contribution to advertising success. The longer the duration of the CLP network booking, the stronger its advertising impact on target persons will be. The same applies to the number of out-of-home advertising spaces. The more billboards are booked, the more contacts are reached. This is accompanied by a correspondingly strong, but above all long-term, increase in reach.
You’ve probably heard of the “PoS” (point of sale) and the so-called “touchpoint”. With out-of-home advertising at the actual point of sale, such as an ATU branch or in a wholesale store like Metro, you influence the customer’s buying decision directly and in your favor.
We’ll explain exactly how this works using the classic questions. However, we can also provide you with further answers by phone under +49 30 – 224 58 996 and will be happy to advise you.
Digital City Light Posters at the point of sale: “How” and “Why” is this type of out-of-home advertising so successful
Did you know that most purchasing decisions are not made at home, in the car or on the train, but directly at the place where the product can actually be bought? So, it’s no wonder that advertising in this environment has a particularly successful effect and contributes significantly to sales promotion. With a DCLP (Digital City Light Poster), which is placed close to your product, for example on access roads or in the entrance area, you address customers in a targeted manner, because:
The digital customer stopper is aimed at consumers who have already approached or entered the store with an intention to buy!
Your digital-out-of-home advertising (short DOOH) advertises conspicuously and prominently directly at the point of sale or touchpoint. On a Full HD advertising screen with 1.080*1.920 px or 2.160*3.840 px in Ultra HD, your target group is animated to impulse buying.
The direct contact with your advertising significantly influences the purchasing decision. In addition, the optimal placement of the advertising medium helps to generate above-average contact numbers.
OOH at the point of sale and touchpoint: “Who” is reached “Where” with digital advertising media.
The PoS and Touchpoint:
In this article, we mainly refer to the benefits of out-of-home advertising using digital advertising media at the following points of sale such as: LEH (food retailers such as Edeka, Rewe, Trinkgut), C&C (Cash & Carry markets which are aimed at restaurateurs and wholesalers, such as Metro), but also automotive outlets such as A.T.U. and gas stations which belong to the BFT (Bundesverband freier Tankstellen, such as Aral and Esso).
Throughout Germany, it is possible to advertise at these points of sale and use the Digital City Light Posters to provide the decisive impulse that can encourage a purchase. The site-specific, local or regional allocation is realizable with the over 800 available advertising screens in Germany.
This results in enormous population coverage for your out-of-home campaign. Whether on a high-frequency access road (for example, A.T.U. or Aral) or directly in the entrance area of the retail company (for example, Metro or Marktkauf), with this type of out-of-home advertising at the PoS you can reach a large number of potential customers, thereby promoting the reach of the marketing campaign and effectively strengthening awareness of your product.
Target audience:
Outdoor advertising at the PoS is also conducive to achieving specific campaign goals, which are aimed at selective customer groups. For example, do you want to reach target groups who belong to the middle class, therefore have a certain purchasing power, and have persona characteristics such as “self-employed entrepreneur”? Positioning outdoor advertising near or directly in an entrance area of C&C markets, such as Metro, makes sense in this case. This is because access to such markets is mainly given to self-employed people. Another example: OOH at the touchpoint near car repair shops, such as A.T.U., or at BF gas stations. Here, too, the target groups are clearly defined: drivers.
The advantage is obvious! With outdoor advertising on a Digital City Light Poster, you can reach pre-selected customer groups directly at your point of sale and thus successfully advertise products, services or targeted sales of special offers.
Advertise close to the customer with digital outdoor advertising “What” is achieved and “When” target groups are addressed
With modern, digital City Light Posters (DCLP), your outdoor advertising quickly attracts interest because the billboards are eye-catching – both in shape and size. But not only that! The digital billboards can also play your OOH spot as a moving image, i.e. with animation and motion. This creates increased visibility of outdoor advertising and awakens the need for information among target groups.
The quick bookability of the DCLP at the point of sale or touchpoint makes the marketing measure – in direct proximity to the customer – a very popular advertising medium. Whether as a Germany-wide network booking or in an individual section, the advertising spaces can already be booked for a booking period of 6 or 7 days. You therefore enjoy maximum flexibility and decide when your target groups are reached with the DCLP. In addition, the standard allocation of 10-second slots and thus 60 insertions per hour ensures that the advertising information can be captured quickly even in passage situations.
One last question remains to be answered: When do you start with digital outdoor advertising at the point of sale, i.e. in the immediate vicinity of the place where customers can buy your product?
December comes as a surprise, every year. Private individuals get into stress and try to get the remaining Christmas gifts. And companies quickly prepare their annual plans for the coming year. What about your out-of-home advertising annual planning for 2023? What goals has your company set for 2023? More new customers? More repeat customers? More sales?
Out-of-home advertising helps bring new customers to your business. Whether it’s through a permanent lamppost sign with a pole sign or short campaigns with billboard advertising to present offers or new products. Outdoor advertising offers different formats for different advertising goals.
Early planning pays off
You want to place out-of-home advertising for a certain timing or around a certain place, but the desired advertising media are no longer available? Particularly in the case of billboard advertising, the good locations are often booked up well in advance. Especially, at certain events or trade fairs, the relevant advertising faces are often gone quickly. Therefore, it pays to plan in advance.
Do you already know that you will be attending a trade fair in the fall? Then you can book the advertising media for the desired period many months in advance and only worry about the production 1 month beforehand. This way you can be sure that you will be visible at your event and do not have to stress shortly before.
Advertising media for people on short notice
However, there are also some advertising media for those on short notice, where availability rarely becomes a problem. Digital advertising media usually offer 4 to 6 slots for different advertisers. So, the probability is higher that one can still occupy a slot. And since you don’t have to produce posters, lead times are also shorter.
Public transport advertising, such as advertising on or in cabs, trams, buses, subways and commuter trains, also offers many available vehicles for exterior wrapping and designated frames for interior advertising. For example, there are approximately 18,000 slots in the Berlin subway for the format ‘sidestripe’.
Transport advertising cannot be limited locally around a certain small area as billboard advertising around a POS can, but it is great to generate many contacts and create citywide visibility.
Annual plan 2023
So, when it comes to campaigns around a point of interest or for an event, it pays to plan early. And with widespread transportation advertising or digital screens, you can still make use of remaining contingents at relatively short notice. What do you have planned for 2023? Would you like to find out about the new prices or formats? Feel free to contact us. We’ll send you the new presentations and be happy to submit specific offers.
You want to place out-of-home advertising and do not know which media to book, which network or which locations? Two important factors that can help in selecting the advertising medium and locations are the product to be advertised and the associated target group. Out-of-Home advertising is a one-to-many medium. Especially in large cities, a few media can generate millions of contacts. But how qualitative are these contacts? Are they the target group at all or is there high scattering losses?
If your intention with outdoor advertising is general brand awareness, then you simply want to achieve as good visibility as possible and generate many contacts. Your brand is the product, and your target group is not very limited. For large reach in major cities in Germany, transit advertising is very suitable. Buses, trams or suburban and subway trains can be covered with different formats. They are on the road every day, connecting different parts of the city and coming into contact with countless people. Ergo, they provide moving advertising faces for nationwide visibility.
Billboard advertising in major cities can also be used to widely promote a brand as a product. In addition, some poster media, such as City Light Posters, City Light Columns, and City Light Boards, are mostly network media and can be selected individually only in exceptional cases or to a limited extent. Small-format poster advertising (A1 or A0) can also be booked on shared sites only as networks. So, you can also achieve super coverage with these networks.
But the more targeted your product or service is that you want to advertise, the more defined your target group is, of course. If it’s an everyday product, the target audience isn’t particularly narrow. But if the product is only available in a locally restricted area, then the target group is only within a defined radius. Since there is no line binding for most means of transport, or only with surcharges, transport advertising is rarely suitable for locally defined out-of-home advertising. So which media are suitable for a narrow target group? We will show you this using the example of our customer: Cofra.
Cofra – Italian safety shoes in Germany
In the fall of 2022, Cofra launched a campaign with billboard advertising at 100 large-scale locations across Germany. Sounds random, but it wasn’t. Let’s illustrate the process with this appropriate example.
So, we asked ourselves this chain of questions:
What is the product to be advertised?
Who should buy the product?
Where is the target group and how do I reach the target audience?
The first two questions are easy to answer because the product and the target audience were clear. Cofra wanted to promote the product the Propulson safety shoe. On the one hand, this was intended to expand awareness of the Cofra brand in Germany and, in the process, increase sales of this shoe. With the claims “born to work” and “wear when working […]” the target group is also clear: workers from industry and trade. Precisely those who need safety shoes due to work with heavy equipment. But how and where to reach this target group?
In order to reach the target group, certain industrial areas were determined in the vicinity of major German cities, where, conversely, many workers from these industries are located.
Advertising space was then sought in a certain radius around these industrial areas. Since the billboard format is very consistently found in the same format throughout Germany, the choice fell quite quickly on this billboard format.
The campaign shows very well how a product, the Propulsion safety shoe, can be advertised very specifically to its target group, workers in the vicinity of German industrial areas.
Whether the yellow or red, the sightseeing buses are always double-decker buses. In traffic, they therefore easily tower over passenger cars. In most sightseeing buses, the entire rear may be occupied, as a super-rear format.
Digital City Light Posters at the point of sale:
Advertise close to the customer with digital outdoor advertising
You want to place out-of-home advertising for a certain timing or around a certain place, but the desired advertising media are no longer available? Particularly in the case of billboard advertising, the good locations are often booked up well in advance. Especially, at certain events or trade fairs, the relevant advertising faces are often gone quickly. Therefore, it pays to plan in advance.
Public transport advertising, such as advertising on or in cabs, trams, buses, subways and commuter trains, also offers many available vehicles for exterior wrapping and designated frames for interior advertising. For example, there are approximately 18,000 slots in the Berlin subway for the format ‘sidestripe’.
