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German DOOH

Ströer installs first Outdoor Channel in shopping centers

Just two weeks ago, Ströer Group expanded its digital out-of-home advertising portfolio to the use in shopping centers. Three Hamburg-based centers are now showcasing Ströer’s Out of Home Channel. Drawing on the same concept that has already been applied in railway stations, the upright 60‘‘ screens are positioned in locations where shoppers will most frequently pass by.
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The new Out of Home Channels operate in sync with the already existing flatscreens from ECE flatmedia. Displayed are commercials as well as news and cultural tips.

“The new screens are installed at eye level and will easily attract the attention of visitors to the centers due to their size, quality and visual appeal. Combining these screens with the flatscreens of ECE flatmedia, we are bringing a new dimension to addressing customers in shopping centers”, explained Oliver Poppelbaum, Managing Director Sales.

A total of 13 Out of Home Channels with 24 screens have been set up in the three centers Alstertal Einkaufszentrum, Hamburger Meile and Elbe Einkaufszentrum and provide information and advertising directly at the POS. Nearly all of these Out-of-Home-Channels feature displays on both sides.

“We plan to extend our foothold in shopping centers to a similar extent as we did at railway stations. In Hamburg we are currently giving people an idea of how this may look like. This new solution offers our customers an even better opportunity to procure relevant digital coverage from a single source”, said Dirk Wiedenmann, member of the board of Ströer AG and responsible for the German business, in explaining the benefits.

The company is preparing a schedule to indicate when and where these Out of Home Channels will be set up and to facilitate a booking plan. Installation of the at shopping centers is set to start in 2012.