Digital out of home advertising: a medium for an informed society

A commentary by Frank Möbius, Managing Director Goldbach Germany

The year 2024 will be marked by a number of important social events, including the European elections, the super election year and the 75th anniversary of the German constitution.

What significance do these topics have for individuals and the democratic community? How can we raise awareness?

Campaigns, played out on DOOH screens, can make an important contribution to an informed and enlightened society. As the last major "mass medium", Digital Out of Home (DOOH) reaches a large number of people in public spaces - far beyond commercial purposes.

As a major marketer of DOOH advertising, we take our responsibility seriously and are committed to the industry. To this end, we concentrate precisely on what we are good at: Generating attention for good topics. Only in this case, not for great brands, but for informative purposes.

The role of DOOH in society

Our vision is to make video advertising easily accessible. With a steadily growing number of displays in highly frequented locations, DOOH spots also reach people who are otherwise less receptive to advertising in other media. This reach makes it possible to spread important social messages quickly and efficiently, thus contributing to a free, informed and entertained society. This commitment is expressed in several campaigns that we have rolled out via our channels.

#togetherfordemocracy

"Diversity, tolerance and openness instead of division, right-wing extremism and racism." This was the guiding principle of a campaign in winter 2024, initiated by the GWA, the German Association of Communication Agencies, calling for more democracy in our society. As a cooperation partner, we naturally played the spots on our screens. Most recently, there was a democratic anniversary to celebrate: 75 years of the Basic Law! The Basic Law is nothing less than the democratic foundation of our society. The 75th anniversary of our Basic Law was therefore an important occasion to actively remind ourselves of the importance of this achievement. With our high-reach digital outdoor advertising, we used the IDOOH network to raise public awareness of the relevance of the Basic Law. With this campaign, we wanted to provide the impetus needed to preserve this valuable asset for the future.

Solidarity through DOOH

DOOH screens were also used to appeal for donations during humanitarian crises. The war and humanitarian crisis in Ukraine in particular moved many people. Together with a number of partners from the DOOH industry, planus media launched an initiative in 2021 and 2022 that appealed for donations for "Aktion Deutschland Hilft" on digital screens across Germany. Millions of people saw this message every day, enabling broad support for those affected. The potential of DOOH as a medium also became apparent during the flood disaster in the Ahr valley. Within a day, we pledged our support together with other marketers and played appeals for donations in central public places. This campaign also reached millions of people every day and helped to mobilize urgently needed support.

DOOH as a warning system

DOOH displays are also suitable as a warning system thanks to their flexible use. During the nationwide warning day, digital displays were used to disseminate warning messages and tips on what to do in the event of a disaster. These warning multipliers are particularly valuable in regions without siren systems and significantly increase the safety of the population.

Conclusion: DOOH as a contribution to society

The above examples illustrate that digital outdoor advertising is more than just an advertising medium. As a mass medium, DOOH screens reach millions of people every day. At Goldbach, we are proud to be able to use this potential to make a positive contribution to society through our initiatives and partnerships. At a time when reliable information and solidarity actions are of utmost importance, DOOH is proving to be a powerful tool - for an educated, engaged and informed society.