While large-scale campaigns aim for maximum reach, our regional campaigns focus on minimizing wasted impressions and targeting audiences efficiently. Fewer wasted impressions mean a more effective use of the advertising budget and, ultimately, better results.
How can wasted impressions be avoided?
We need to let go of the ambition of creating a campaign with absolutely no wasted impressions. Print media and direct mail campaigns inevitably reach people who are not part of the intended target audience. If you choose Google Ads or try your luck with social media strategies, you can define your audience very precisely in advance, but potential customers on the margins of that audience may still be missed. In such cases, minimizing wasted impressions can also mean reaching only a small portion of the potential target group.
Outdoor advertising helps reduce wasted impressions
Using our client Uhlala as an example, we can demonstrate how thoughtful planning can help minimize wasted impressions while moving closer to the desired audience.
The situation: Uhlala operates in the LGBTIQ+ social business sector. Its activities include promoting inclusive corporate cultures, providing leadership training, and running job and career platforms. The target audience consists of both open-minded companies and LGBTIQ+ job seekers. Outdoor advertising has the advantage of reaching both groups.
In Berlin, there are several neighborhoods with a significantly higher concentration of LGBTIQ+ residents and visitors than other residential and entertainment districts.
Who doesn’t remember Klaus Wowereit strolling around Nollendorfplatz in Schöneberg, surrounded by journalists? The Lesbian and Gay City Festival has long been a celebrated tradition there. Kreuzberg and Neukölln, meanwhile, are known for attracting a younger LGBTIQ+ community. These three districts therefore became the primary candidates for the campaign.
In the end, Moritzplatz was selected—a location widely regarded as a central hub of the scene.
Get closer to your audience through precise selection
Call us or send us an email with details about your target audience. Audience-specific selection is our passion.