The study is no longer current, but it should still be relevant: 90 percent of Germans are in public space every day. This finding was made by the market research institute infas in 2008 on behalf of the Federal Ministry of Transport, Building and Urban Development. There is little evidence that the trend towards everyday mobility may have been reduced, let alone reversed. For advertisers, this means that they have to reach their target groups on the go.
Opportunities are plentiful. Pedestrian zones, bus and train stations are attractive touchpoints where routes intersect and pedestrians linger, increasing the number and duration of contacts, and thus the potential impact of advertising. The rest is taken care of by facades, large billboards and displays at intersections and on roadsides, interiors at railway stations or in retail outlets or restaurants. Outdoor or out-of-home communication is thus ubiquitous.
Even in the age of digitisation, with digital TV, smartphones and tablet PCs, it is almost impossible to avoid and what one may regret, another may have long since taken for granted, especially in urban areas. Those who advertise are faced with the challenge of drawing as much attention to themselves and their offer as possible while simultaneously cleverly spreading their communication budgets between online and offline, at home and in public. Specialised agencies help with the selection of media and locations.
Anyone who can do without large-format façade advertising or the widespread deployment of electronic advertising pillars, or who does not want to incur the generally substantial costs, can display their public presence at bus and tram stops, on bike stands and in showcases with displays and advertising space.
City light displays can be placed wherever the owner of a property agrees and attract attention even in the dark (see our article 10). Advertising space at bus and tram stops is probably mostly already covered but asking the operator doesn´t cost a thing. As the infas study cited at the beginning shows, public transport is becoming increasingly popular with younger target groups. That makes bus and tram stops particularly strong contact touchpoints.
The cheapest and easiest to implement outdoor advertising can be done with advertising bicycle stands and showcases in front of your own shop. The advertising effect is clearly noticeable, and that at low cost.