Outdoor advertising: Germany's last reach medium

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In an era in which traditional mass media such as newspapers and television are losing popularity, outdoor advertising is holding its own as the last major reach medium in Germany. With a presence in over 300,000 locations across the country, out-of-home advertising still reaches a large part of the population.

out-of-home media at over 300,000 locations
The variety of out-of-home media is impressive. It ranges from classic posters to mega and city lights to digital displays. Advertising space can be asia gambling data found in places such as city centers, train stations, airports, in retail stores and at leisure touchpoints. According to the German Association for Outdoor Advertising (FAW), OOH media reaches 83% of German citizens several times a week.

Digital outdoor advertising (DOOH) achieves considerable reach:

target group Weekly DOOH reach
population aged 14 and over 81%
decision-makers 96%
Mobile 20- to 29-year-olds 97%
With over 130,000 digital displays in the DOOH sector, there are many opportunities for targeted communication.

Target group-specific control through regional placement
A major advantage of OOH advertising is the regional placement and target group-specific control. Advertisers can target their messages specifically to the desired target group. This way they generate high reach for their campaigns.

Combining DOOH with other media significantly increases the reach of any media mix and media plan, which also increases advertising success.