English Summary

Invidis research shows a lot of open issues regarding standards and measurement. Network operators are very open in communicating number of displays, locations and gross reach. But it remains a secret on which base gross reach numbers have been collected.

OVAB Europe and some of the leading digital out of home networks have teamed up to standardize research. Next results will be discussed with the industry at the 5th OVAB Munich Digital Signage Conference 14 -16 September 2011. Common standards will eventually simplify the media buying process by comparing, mix and match and book DooH networks. Other networks are focusing on dwell time. TV Wartezimmer broadcasts to more than 5.000 displays in doctors waiting rooms with an average dwell time of 45 minutes.

LED Boards in public spaces will remain exotic in the German DooH media landscape. Most cities do not allow outdoor LED Boards for architectural and safety reasons. Berlin is an exception where Wall Decaux is currently rolling out 20 large format LED boards. But content is limited to still images and the size of the boards does not exceed 18/1 poster size. Very far away from London standards where LED boards stretch a couple dozen meters at major roundabouts.