Greater impact with Geomarketing

Planning billboard advertising strategically and data-based

Large-scale Billboards, City-Light Posters and Digital Screens characterise the cityscape and make billboard advertising one of the media with the widest reach in Germany. But mass alone does not guarantee impact. The key question is: are you reaching your target group in the right place? This is exactly where Geomarketing comes in.

Billboard advertising remains a powerful medium. Its key advantage over other forms of advertising: out-of-home advertising cannot be clicked away or blocked. It is permanently present and reaches people where they are – on their way to work, while shopping or in their free time. Around 90 per cent of the German population regularly encounters out-of-home advertising.

However, standardised booking plans do not take regional target group structures and market potential into account. We therefore offer our customers strategic and data-based planning for billboard advertising. Our Geomarketing Tool ensures that messages are visible exactly where the target groups are actually out and about.

How we bring location data and target groups together

We provide a sound basis for efficient OOH campaigns by linking geographical data with information about the target group.

This is how it works:

1. Target group analysis at regional level: based on your individual target group definition, we analyse the areas where potential buyers are particularly strongly represented. This analysis considers demographic, socio-economic and behavioural characteristics – thereby highlighting regional differences.
2. Linking to existing structures: we link the insights gained with your branch locations, sales or catchment areas. This allows real market potential to be identified.
3. Integration of current media availability: at the same time, we check billboard spaces are actually available in the relevant areas, differentiated by formats such as Large-scale Billboards, City-Light Posters or DOOH, and by duration.

The result is data-based location recommendations for retailers: we show your sales partners where their advertising can be particularly impactful and make booking suggestions.

Target group relevance instead of reach – this means fewer misplacements and greater impact per euro invested.

Are you ready to plan your OOH campaigns based on data? Then get in touch with us!