Large areas in the street
In almost every medium-sized and larger city, posters on large surfaces ensure a well diversified presence in the cityscape. They guarantee a high number of contacts in the occupied area, which is determined by the flexible media planning itself: There are no fixed networks, but you determine the choice of locations. For example, do-it-yourself enthusiasts can be reached directly at the DIY store, teachers in the direct vicinity of schools or sports enthusiasts around fitness and sports facilities. In out of home advertising, we like to use large areas because they guarantee high coverage in the best locations and also reach the catchment area or target groups in the districts. But attention should not only be focused on large billboards in the street area. Posters at railway stations can efficiently supplement the media plan. Large areas at stations can be found under station media.
Format: 356 cm x 252 cm (18/1 format)
The areas are booked in decades. The calendar year comprises a total of 34 decades. A decade consists of 10 or 11 days alternately. At the beginning and end of the year, a decade can also comprise 14 days, whereby only 11 days are then charged.
The performance values of the sites are documented using PpS values (poster viewers per site).
To determine the PpS value, 15,000 GPS data per week were collected, the frequency atlas of the Fraunhofer Institute was used, 51,000 telephone interviews were conducted and the location parameters of 260,000 advertising media (visibility, angle to flowing traffic, lighting…) were recorded.
The average PpS for large areas in cities with more than 500,000 inhabitants is 32,900. This means that the individual large area reaches 32,900 gross contacts in a decade.