Each column and each large-scale billboard was evaluated according to a standardized national survey form. The criteria of location quality, traffic flows, density and equipment of the advertising media were taken into account. The result was a contact number, an advertising media contact opportunity. Our client Pro Agro relied on columns with its “Landpartie” campaign and occupied a network of 200 locations. This network achieved an advertising contact opportunity of 5.7 million over one week. Of course, other factors play a role in whether you are seen or not, too. For example, the color scheme and the format itself. High-contrast colors and a poster in the middle of the pillar will score points in terms of perception. This is why A1 posters are never pasted right at the top of the columns. The distance to the viewer would be too great and they would not be able to read the text. The headline should carry the most essential information in a sufficient size and can be immediately taken in by pedestrians or cyclists. The Landpartie in Paaren will certainly be well attended, we are keeping our fingers crossed for our customer.
The Weiterdenker (German for: thinking beyond), a German College for Social Pedagogy lived up to their namw. The aim of the campaign was to address graduating students with posters and introduce the Weiterdenker Fachschule. We were given a list of school addresses and fed the system with it. The result was large billboards and columns in the immediate vicinity.
Large billboards and exclusive columns can be booked individually. This means that you can put together your own personal network of advertising media from the available locations: directly at the school, on the way to the bus or train, at the side exit of the school, etc. This is what makes this combination so efficient. And both media are booked according to a decade system, they start and end at the same time.
Our customer opted for the 8/1 format for the columns. Three posters are glued end to end next to each other to wrap the column. Our customer made sure that the poster creative still fit together at the edge. Great job! Keep up the good work and good luck.
Trade fairs are a major challenge for exhibitors and for us as media consultants. Interzoo is an international trade fair in Nuremberg. This is where the whole world meets, this is the leading trade fair for the pet industry.Our client Champions Petfoods from the Netherlands wanted to impress trade visitors and buyers with a strong brand presence and decided on airport advertising.
All trade visitors meet at the baggage carousels and at the central exit, whatever country they come from. Here, Champions Petfoods occupied a large Coloramen on the wall. The brand could not be overlooked.
The areas around the exhibition grounds are an ideal addition. If visitors come to the trade fair by train, they can be addressed with the City Light posters at the station. If they come by car, large areas show their impact
We know the exhibition grounds and the arrival and departure routes and can provide our customers with the best advice for their trade fair appearance in Nuremberg. Our customers achieve maximum success with just a few spaces, even with a small budget.
Poster advertising is the absolute classic in out-of-home advertising. But there are so many different advertising media and poster formats. Today we want to take a look at billboard advertising in mixed poster showcases. But what are mixed poster showcases (German: Allgemeinstelle)? And in particular, at train stations?
Advertising media that offer space for several posters from different advertisers are referred to as mixed poster showcases, in German: Allgemeinstellen. As a rule, these advertising media can be booked in networks with numerous locations. The billboards can be placed in A1, A0 and 4/1 formats. Mixed poster showcases include, for example, columns, billboard walls, and display cases at train stations. Today we are talking about poster display cases. But what are the advantages of these poster showcases at train stations?
The 8 advantages of poster showcases:
Location & surroundings: The train station
The posters in the poster display cases at train stations benefit greatly from their surroundings. Train stations are interesting advertising locations because they are a popular touchpoint. Many people use local transport every day and thus come into contact with the billboards at the station. The poster showcases are located on the platforms, in the ticket halls and in the connecting tunnels, i.e. where they are seen by station users.
Furthermore, the advertising posters at the station are always protected from wind and weather, due to the platform roof and station building, and are always illuminated and clearly visible thanks to the station lighting. The station environment is an absolute advantage for the poster showcases compared to other billboard advertising, e.g. on the street. It doesn’t matter whether it’s a regional train station, suburban train station or subway station, train stations are a big hit!
Increased perception due to long reception time
The poster display cases on the platforms in particular are the winners! Because passengers wait for the train, bus or tram before boarding and like to spend their time looking around, the advertising posters in the poster display cases can attract people’s attention. The waiting situation increases the reception time and so the poster advertising in the display cases at stations enjoys increased perception values.
Opportunities for interaction
Another advantage of poster display cases at train stations is the opportunity for interaction. Because people can get so close to the billboards in the display cases, advertisers can integrate a lot of information and interaction options. By placing QR codes or other interactive elements on the posters, potential customers can interact directly with the advertised brand. This promotes customer loyalty and facilitates access to further information.
Network booking for high reach
Poster advertising in showcases is almost exclusively booked in networks. This means that the advertiser books not just one display case, but between 5 and 500 posters at different locations in a defined network. Some networks even guarantee extensive coverage of the entire city! This means that the poster display cases at train stations, for example, can reach all users of the U-Bahn or S-Bahn. In Berlin, that’s 1.5 million passengers a day! That’s an enormous reach and a major advantage this billboard medium! Thanks to a large number of posters, the advertising campaign not only enjoys high net contacts, i.e. people reached, but also high gross contacts, because…
Better remembered through multiple contacts
Network booking not only means that many people come into contact with the billboard advertising in showcases, but they also see the posters several times on their way from station to station. And if you consider that many commuters travel the same route to and from work 5 times a week, these people come into contact with the advertising posters at least 10 times a week at just one of the stations. The multiple contacts increase perception and lead to the poster advertising being better remembered. Multiple contacts are a clear advantage of poster showcases.
Local relevance for more attention
In addition to the large, city-wide networks, poster display cases at train stations can also be booked in more regional networks. For example, an advertiser can book Network West and thus cover all the poster display cases in the network at stations in the west. Local topics are very popular on regional networks, as the local and thematic proximity generates increased attention and relevance for the viewer. Local relevance is therefore a clear advantage of poster advertising in the train station display cases.
Phenomenal price-performance ratio
In addition to the advantages already mentioned, billboard advertising in poster showcases offers unbeatable value for money. Compared to other types of poster advertising, the showcases are very inexpensive. Why?
As already mentioned, the poster formats in display cases are 4/1, A0, and A1. This is relatively small, but is not relevant at the station, as waiting passengers can get very close to the poster display cases to be able to see, recognize and study all the content. Another aspect is that the advertising posters in the general display cases are not exclusive. A display case usually contains up to 4 x A1 posters. This means that every advertiser has to vie for the attention of the viewer. This aspect is also less relevant at the station, as the people waiting usually want to pass their time and soak up any entertainment.
Nonetheless, general display cases at railroad stations offer phenomenal value for money. Compared to other poster formats, the media costs are phenomenally low when you consider how many locations you occupy and how many contacts you generate. WOW!
Flexibility thanks to short running times and different start dates
As if the great placement, great performance and low prices weren’t enough, the poster display cases have another advantage: flexibility. This is because the networks can be booked for periods of as little as 1 week. The fact that poster advertising in station display cases can be booked for as little as 7 days makes them very suitable for short, concise campaigns to provide an impulse. These impulses can be, for example, special buying impulses or offers with a limited duration or event announcements. Poster showcases are very popular for art and culture. Inexpensive, wide reach and bookable at short notice? Perfect!
And if you want to be even more precise: the different networks start on different days of the week. So, you can book exactly the network that covers the desired advertising period. Great!
What does poster advertising in general locations cost?
Our 8 advantages of poster showcases have convinced you and now you’re interested in finding out which billboard networks are available and what exactly this form of poster advertising costs? No problem! We have prepared two presentations for Berlin here:
What goals have you and your company set for 2024? Do you want to increase sales, find staff, boost brand awareness, tap into new markets or simply launch an image campaign or two? No matter what campaign goal you are pursuing, outdoor advertising in the media mix is the right choice for you.
There is a wide range of different advertising media in outdoor advertising. Some advertising media can be booked individually, others only in networks. Some are analog, others digital. There are small to huge formats and short to long booking periods. The choice of out-of-home advertising media is enormous. But what they all have in common is that they reach people regardless of their other media usage.
We would be happy to advise you on which advertising media suits your campaign objective and budget. Send us your briefing and we will make suggestions and send you non-binding offers for various out-of-home advertising media. Plan your campaigns for 2024 now and achieve your goals.
Would you like to get an overview of the various advertising media? Then you will find presentations on the various outdoor advertising media here:
Out-of-Home advertising (OOH) plays a crucial role in visibility in the trade show environment, for example at events such as the Smart Country Convention. This dynamic form of communication transcends traditional boundaries and offers unique benefits to increase brand exposure and engagement.
increased visibility and multiple contacts through out-of-home advertising in front of the exhibition halls
One of the main advantages of OOH advertising at trade fairs is the increased perception value. Repeated placement of out-of-home advertising around the exhibition grounds not only creates multiple contacts, which increase the chances of the viewer remembering the advertising better, but the relevance in the trade fair context also means that the advertising is perceived better and absorbed. The viewer, usually a trade fair visitor or exhibitor, already has a legitimate interest in the trade fair. So, if the event is mentioned on the outdoor advertising, the viewer has much more of a connection and perceives the advertising as personally relevant. In most cases, individual exhibitors use the media to advertise the trade fair and invite visitors to their stand. The relevance then even results in real engagement if the viewer then accepts the invitation and visits the advertiser at the stand.
Versatility of advertising media
Out-of-home advertising offers a wide variety of advertising media, from traditional posters to modern digital displays (DOOH). Brands can strategically place their messages on different media. There are also various advertising media around the Berlin exhibition grounds to target trade fair visitors. From posters at the nearby train stations (Messe-Nord/ICC, Messe-Süd & Kaiserdamm), to large analog and digital City Light Boards, City Light Columns placed along the roads leading to the exhibition grounds, to large giant posters directly opposite, to completely mobile advertising media, such as portable billboards and bicycle banners, which are moved by promoters precisely with streams of arriving visitors. Advertisers at trade fairs can make use of a wide range of options to draw attention to themselves even before the hustle and bustle of the trade fairs.
Building brand awareness beyond the trade fair
A key aspect of Out-of-Home advertising at trade fairs is its ability to increase brand awareness beyond the boundaries of the event. The strategic placement of billboards, pillars, screens and posters in the vicinity maintains visibility before, during and after the trade fair. High-quality contacts are generated through the relevant target group – and lots of them. Outdoor advertising at trade fairs therefore demonstrably leads to an increase in brand awareness.
The software Polyteia, which presented its technology for resilient public authorities at the Smart Country Convention, also knew how to measure these positive effects of OOH advertising. The Smart Country Convention aims to focus on the digitalization of the public sector and the topic of smart cities. To generate visibility even before the exhibition grounds, Polyteia occupied various advertising media: billboards on large-scale billboards, City Light Boards, digital City Light Boards, and Cool Lite Bikes. The promoters who moved the bike banners and moving boards were strategically positioned at HUB 27, at the south entrance to the trade fair so that as many visitors and exhibitors as possible could be addressed there. With this media mix they were sure to address all arriving and leaving trade fair visitors.
To summarize, out-of-home advertising in the trade fair environment, such as at the Smart Country Convention, offers strategic advantages for attracting attention, using different advertising media, and promoting brand awareness in the long term. In an ever-evolving advertising landscape, the timeless effectiveness of outdoor advertising remains a cornerstone of successful trade show marketing and sustained engagement.
You can look up the up-to-date media and prices for the advertising supports around Messe Berlin in our presentation: Advertise around Messe Berlin
