Ströer installs 20 DOOH screens at Cologne station

The Ströer Group has installed 20 out-of-home digital screens (DOOH) at the train station in the German city of Cologne showing news, cultural advice and advertising.

He Stroer Group has started operating 20 DOOH channels at Cologne station (Germany). These digital screens are part of Ströer's new national moving image network, which represents a true innovation in outdoor advertising. The company plans to install up to 1.000 screens in the 200 busiest train stations in all of Germany by the end of 2011, and these new screens will offer synchronized advertising throughout the country and will facilitate the coordination of advertising campaigns at the regional level. The screens will show the latest news, cultural tips, as well as advertising. In a second stage, others will be installed 24 screens at Cologne station.

Steffan Glasnek, Aachen station manager, de Deutsche Bahn, has assured that “the DOOH channel brings cutting-edge technology to train stations. The combination of up-to-date information and an impressive presentation makes these screens a new additional service for our travelers.”.

The screens are located in the center of the busiest areas, given that train stations have long become spaces with a wide range of consumption opportunities. They are attractive places for millions of people, and are located in the heart of big cities. Cologne central station receives more than 280.000 visitors and travelers every day.

Not only Deutsche Bahn has recognized the opportunity and has invested in the expansion and refurbishment of its train stations., but also the Ströer Group has taken advantage of the possibilities that arise from these developments.

From 2005, Ströer controls the marketing rights for advertising in Deutsche Bahn train stations and most of the country's metro systems., invests several tens of millions of euros in the expansion of the out-of-home digital channel.

Udo Müller, CEO of Ströer Out-of-Home Media AG, has manifested: “I am delighted that our joint project with Deutsche Bahn has allowed us to make this innovative new product a reality in Cologne..

Advertisements on these large screens exploit the emotional nature of moving images and also offer wide reach.. We have intensified our digitalization efforts with the acquisition of ECE flatmedia, which manages moving image advertising in large shopping centers throughout Germany. After this acquisition, We now offer access to 25 percent of the moving image market”.

The media agency MediaCom and the University of Luxembourg have carried out a study that revealed that when travelers see advertising, gives them a positive impression and they pay close attention to the messages it contains.

In this way, A survey conducted at the stations showed an increase in advertising recall by people over 15 percentage points. The study concludes that products advertised at train stations have a greater preference than products that are not advertised there..