Anniversary campaign celebrates 30 years of Public Video

Public Video celebrates its 30th birthday! In the anniversary campaign “Whatever moves us”, which kicks off today on Ströer’s digital media carriers in public spaces, marketing managers from Deutsche Telekom, Commerzbank, Warner Bros. Discovery, Otto and many other companies congratulate Ströer and highlight how digital exterior advertising can be used intelligently and in a variety of ways to achieve marketing goals.  The creative concept comes from the Hamburg agency Feinbrand.

On February 15th, 1994, two large screens were put into operation for the first time under the name Infoscreen in the Odeonsplatz underground station in Munich. At the same time, this was the starting signal for digital exterior advertising in Germany. 30 years later, Public Video has all the advantages of online advertising, including data-supported targeting (e.g. event targeting, trigger targeting, behavioural audience targeting), and offers a cross-media extension to TV, audio and mobile devices. Ströer has played an active role in driving this turnaround, and in recent months developments that have been on the horizon for several years have become abundantly clear: digital exterior advertising is becoming the driver of an entire genre and is consistently demonstrating its strengths. As a result, new customer groups that have not previously booked Public Video are constantly becoming aware of digital out-of-home. Around half of all national advertisers book Public Video at Ströer programmatically – i.e. automatically – and the proportion of new customers is increasing inversely.

“Even at a very early stage, we proceeded on the premise that what can become digital will eventually become digital. We started digitising exterior advertising at an early stage and were also able to transfer the online logic to exterior advertising. Public Video has created a world of unlimited advertising opportunities in public spaces for advertisers, because we have now completely digitised everything from management and control to programme planning, booking and playout and have based it on the logic of online marketing. The lead times for a Public Video campaign are also comparable to those for online campaigns. Simplicity, speed and scope are clear differentiators in the media landscape”, says Christian Schmalzl, Co-CEO of Ströer.

Thanks to its placement in public spaces, Public Video disproportionately reaches mobile target groups such as decision-makers and young people, whom TV advertising, for example, no longer reaches to a sufficient extent. The medium is fully campaign-ready, as public video is available nationwide and reaches a large part of the population. Advertisers can therefore also plan digital exterior advertising without other media types and roll out their campaigns with national visibility via Public Video.

“Media usage behaviour has changed massively in recent years, driven by digitalisation. Traditional basic media such as TV and print have lost much of their reach and impact. Effectiveness and efficiency must be re-evaluated. With our media, above all with Public Video, we can continue to offer customers the coverage and impact that they have lost in other media”, says Christian Schmalzl, Co-CEO of Ströer.

Another advantage that digital exterior advertising offers advertisers in today’s world: DOOH is one of the lowest-emission media in the media mix. Ströer’s digital media carriers are powered 100 per cent by green electricity – this means that only 5 to 6 grams of CO₂ are emitted for 1,000 DOOH contacts. Exterior advertising is also a “one-to-many” medium. The values for other media are therefore many times higher. This means that, for every advertiser that weights OOH or DOOH higher in its media mix, the carbon footprint of its advertising campaign will be improved.

Disclaimer

This press release contains "forward-looking statements" regarding Ströer SE & Co. KGaA ("Ströer") or the Ströer Group, including assessments, estimates and forecasts regarding the financial position, business strategy, plans and objectives of management and the future business activities of Ströer or the Ströer Group. Forward-looking statements are subject to known and unknown risks, uncertainties and other factors which may cause the results of operations, profitability, performance or achievements of Ströer or the Ströer Group to be materially different from any future results of operations, profitability, performance or achievements expressed or implied by such forward-looking statements. These forward-looking statements are made as of the date of this press release and are based on numerous assumptions that may also prove to be incorrect. Ströer makes no representation and assumes no liability with respect to the fair presentation, completeness, correctness, adequacy or accuracy of the information and assessments contained herein. The information contained in this press release is subject to change without notice. It may be incomplete or abbreviated and may not contain all material information relating to Ströer or the Ströer Group. Ströer does not undertake any obligation to publicly update or revise any forward-looking statements or other information contained herein, neither as a result of new information, future events nor otherwise.