Crisis, What Crisis? Says Stroer
Adrian J Cotterill, Editor-in-Chief
Ströer Infoscreen seems to be looking back at a successful 2009. In a press release this week it says “The market leader for digital out-of-home advertising will begin the new year with a double digit sales increase and 30 new advertising media locations”.
It seems that Infoscreen was particularly popular with Telecommunication (up +60 %), tourism (up +130 %), energy (up + 500 %), beverages (up +100 %) and food (up + 50 %).
Infoscreen won 200 new customers in 2009 and regional advertisers too, also increased their budgets – local Infoscreen advertising was used by retailers, regional media, tourism stakeholders and event organizers.
Stefan Kuhlow, Managing Director of Ströer Infoscreen, told us “Media planners are focussing more and more on our medium. On the one hand, public transport passengers like moving images whilst waiting in stations, on the other hand, the medium is able to address attractive target groups, such as young adults and high-income decision makers, specifically and effectively.”
Two media agencies; Mediacom in Düsseldorf, and Mediaplus in Munich recently thoroughly tested Infoscreen as a digital out-of-home advertising medium.
Mediacom conducted a study of the reception situation using in-depth interviews and group discussions, which examined the perception of big screens with digital moving images and editorial content at train stations in the public transport network.
The study concluded that potential recipients at – often underground – train stations feel isolated from their surroundings, when they find themselves in an unintentional waiting situation. They experience the forced break from their daily routine as unpleasant, are unable to use it constructively and look for possible diversions.
Mediacom confirmed also that Infoscreen is the perfect medium to while away the waiting time in this special situation. At the same time, it is perceived positively as a bright, friendly element in the austere environment of a train station. Infoscreen is well received as an information and entertainment offer, and even advertising on the screens is accepted as a welcome change – which makes it particularly effective here.
Another study examined the level of effectiveness of Infoscreen advertising and determined the best formats for this positive viewing situation. The Munich-based agency Mediaplus teamed up with Australian neuroscientist Professro Richard Silberstein and his institute, ‘Neuro Insight‘, to conduct a neuro study.
The test used the so-called Steady State Topography (SST), measuring the brain waves of 84 participants. This method measures the participants’ involuntary reactions to a video simulation.
The movie took participants on a virtual journey through the public transport system. They passed and perceived different out-of-home advertising media along the way.
During contact with individual advertising media, the test recorded different wave levels in certain areas of the participants’ brains. Thus the institute was able to provide scientific proof of the media that had the strongest and most lasting effect on the beholder.
Due to the higher level of activation, advertising messages on Infoscreens make a particularly strong impression. The message and the advertised brand are stored in the beholder’s long-term memory and the brand structure receives positive reinforcement. The study also showed that this neuro activation in the beholders brain can be significantly increased if the advertisement is appropriately placed within a suitable programme of editorial content.
Stefan Kuhlow added “We were very curious about the results of the two studies: Now we have scientific proof that we have found the best position for our medium and that our programming concept serves as positive reinforcement of ad effectiveness. These test results let Infoscreen stand eye to eye with other moving-image media.”
INFOSCREEN has more than 250 big screens in 18 German cities, which makes it the market leader for digital out-of-home advertising. It is a subsidiary of Ströer Out-of-Home Media AG, Cologne.
About The Ströer Group
The Ströer Group specializes in all forms of out-of-home advertising – from the traditional billboard and advertising on public transport shelters or transport vehicles to digital media. The Group promotes about 280,000 advertising media and is Europe’s third-largest provider of out-of-home advertising. In Germany, the Group is the market leader for out-of-home advertising with 230,000 advertising media. The Group’s design products sent standards for the design of public spaces. Ströer street furniture has received 26 international awards to date