In contrast to traditional outdoor advertising, DOOH (digital out-of-home) advertising exclusively uses digital advertising spaces such as LCD screens. These spaces are used to communicate marketing content to a highly specific target audience. The form of outdoor advertising is reserved for prominent, high traffic locations, such as motorway rest stops and airports.
Digital outdoor advertising combines the high acceptance and reach of classic outdoor advertising with the agility and relevance of digital advertising, via a channel that cannot be skipped or blocked. It can be adjusted to specific target groups, is flexible and dynamic. Due to the local scalability of the content, DOOH media creates high attention within the target group. The content can be adjusted to local characteristics, external influences and factors.”
Digital out-of-home advertising is a promising growth market: Every week, DOOH advertisers reach around 75 per cent of the population and nearly 90 per cent of the young, mobile target groups and professional decision-makers. This was revealed in the ‘2019/2020 Public & Private Screens Study’ by GIM (Gesellschaft für Innovative Marktforschung – German Society for Innovative Market Research) on behalf of the Digital Media Institute (DMI).
In teaming up with CITTADINO, BCN is working with one of the leading suppliers of digital out-of-home solutions in Germany. Working with CITTADINO has enabled us to expand our range of cross-media products and services to a major touchpoint. This in turn allows us to expand ad reach as well as enhance how the target audience is addressed. The Energy Saving Ordinance (EnSikuMaV) of the Federal Government, which has been in force since September 1, 2022, has no impact on the screens marketed by BCN and operated by CITTADINO.
CITTADINO generates around 580 million ad contacts per month throughout Germany. CITTADINO’s pioneering technologies, which include multichannel and ad server solutions, programmatic advertising and the cross-media extension of advertising content to consumers’ smartphones, ensure the greatest possible advertising efficiency. Taking a calculated approach while adopting the practice of targeting make the effectiveness of advertising scalable. Furthermore, the targeted use of news and entertainment content on screens (via external providers) increases the profile of the advertisement being displayed.
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