Out Of Home: What is it actually?

Was willst du kommunzieren und wie?

Out of Home (OOH) encompasses all forms of advertising that reach consumers outside their own four walls. The spectrum ranges from traditional posters at bus stops to huge digital screens on highways and creative guerrilla campaigns in pedestrian zones.

“The decisive advantage: OOH cannot be ‘clicked away’ or suppressed by an ad blocker and you can reach many people across regions quickly.”

Stephan M. Czaja, Social Media One

It is a medium for the masses, but one that can be targeted more and more precisely thanks to modern data analysis.

The evolution of outdoor advertising

Outdoor advertising used to be static and cumbersome. Today we talk about DOOH (Digital Out of Home). This means that advertising spaces are networked, can be displayed in real time and even adapt their messages to the weather, time of day or current news. If you are an e-commerce agency, you can combine physical presence with digital agility.

• Classic billboards (large format, city light)
• Digital screens (DOOH) in city centers and train stations
• Transport advertising on buses and trains
• Ambient media in fitness studios or restaurants
• Large-format facade banners

Look away? Impossible.

Posters: the classic with oomph

Despite digitalization, the classic poster remains a giant. The “billboard” is the standard measure of outdoor advertising. With a clear message and a strong visual concept, you can dominate an entire city within a decade (10-day booking period). The interplay of image and short message is important here. As passers-by often only look for a few seconds, the design has to pop. A link to your marketing advice or a QR code can build the bridge to digital conversion here.

Screens: Digital outdoor advertising (DOOH)

The future belongs to screens. Outdoor advertising on screens is flexible, bright and extremely eye-catching. Movement in the motifs automatically attracts the human eye. This enables us to tell short stories or even integrate dynamic feeds (e.g. “Only 3 beds available”) directly into the cityscape.

Pillars and screens in the city

Today, modern City Light columns are often fully digital stand-alone screens. They are located at highly frequented intersections, in pedestrian zones or at central transfer points. Here we reach people in a waiting or strolling situation. The attention span here is higher than in flowing traffic, which offers space for more detailed messages or appealing photo and video productions.

Book screens in the kiosk: Hygh & Co.

An absolute insider tip for lifestyle brands and start-ups is booking screens in kiosks or late-night shops (e.g. via providers such as HYGH). The target group here is young, urban and affluent. The screens often hang directly in the shop window or behind the checkout – exactly where purchasing decisions are made. This is the perfect complement to an Instagram consultation, as the look of the ads can often be adopted one-to-one.

Where to book? How to book? That’s what we’re here for!

• Contact us

Events & Sponsoring

Outdoor advertising doesn’t just take place on streets, but where emotions are cooked up: At events. In the sports sector in particular, we achieve an enormous leverage effect through advertising at sporting events. People are in a positive mood, attentive and identify with the environment. This is transferred directly to your brand.

• Stadium advertising: Become part of the fan culture with perimeter advertising and video wall presence.
• Event sponsorship: Position your brand as an enabler of great experiences through targeted sponsorship.
• Promotional campaigns: Use OOH spaces as an anchor point for physical sampling campaigns.

BILD & Co.: The power of the big media

If you want maximum authority, combine OOH with a presence in the major leading media. A campaign that takes place on posters as well as in BILD or on its digital portals creates an “everywhere presence”. This is the gold standard, especially for national product launches or political campaigns. We coordinate these massive bookings and ensure consistent branding across all channels.

Campaign transfer: From OOH to social media

The most modern approach in the OOH sector is digital extension. We bring outdoor advertising directly to the home on the smartphone. Using geo-fencing, we can later target users who have walked past a particular poster with TikTok Ads, YouTube Ads or Instagram Ads.

The cross-channel funnel

A user sees your giant poster at Alexanderplatz (impulse). In the evening on the couch, they watch a UGC video about this very product (trust). The next day he searches Google and finds your store (purchase). This cycle is what we perfect for our customers. OOH is the igniter that massively increases awareness.

Planung ist die halbe Miete!

OOH Strategy: Planning & Prices

The costs for outdoor advertising depend heavily on the location and frequency (G-value). A large space in a small town is inexpensive, while a digital screen on Munich’s Stachus requires a high investment. As an agency, we analyze the heat maps of the cities and select precisely the locations that are relevant for your target group. In this way, we avoid wastage and maximize the impact per euro invested.

• Location analysis based on movement data
• Creative check: Does the design work at a distance?
• Bundling of bookings for better conditions
• Coupling with Google Ads for direct search catch

Your OOH agency & contact

As a holistic marketing and advertising agency, we are always “cutting edge” thanks to our numerous cases. We manage our own brands in the double-digit million range and therefore know exactly how outdoor advertising affects sales. Why commission a specialized agency? Because we take care of the planning, graphic handling and tough negotiations with the marketers (Ströer, Wall, etc.). This saves you time, nerves and ensures significantly better prices.

Let’s put your brand in the public eye together and connect the analog world with your digital success.

• Agency contact
• TikTok strategy for OOH support
• Route leads from OOH into the funnel

What factors define VR?

VR is defined by a few factors. Theoretically, there are no limits. Nevertheless, these are the basic factors:

• 360 degree environment
• 3D depth effect
• Spatial audio
• Motion control

According to VR researcher Jeremy Bailenson, the use of VR is particularly valuable when real-world experiences are dangerous, impossible, expensive, or rare. Accordingly, it is particularly well suited for

• Expensive experiences with only a small audience
• Dangerous, high-risk experiences, such as high-risk climbing trips
• Extraordinary experiences, like flying like a bird
• Experiences rarely experienced in reality, such as the surfacing of a whale

How does VR work?

We can only experience experiences on a screen from a certain distance. In VR, you are in the middle of the action because things are happening around you. Depending on the application, you only need one pair of VR glasses. VR goggles consist of two lenses that create a separate image for each eye. There are also VR controllers that are handy for interaction. Otherwise, you only need free space to move around freely so that you can absorb the experiences in the best possible way.