Times are hard for the Digital-Out-of-Home advertising industry in Germany. Ströer spoke to Invidis and provided some insight into the state of today’s DOOH market.
The 2017 general election, much like any other federal election, caused many advertisers to pull back on their advertising campaigns, or stop them completely. Political parties aren’t known for making use of digital advertising media, which led to a temporary downturn of overall DOOH usage. Ströer also cited the bankruptcy of Air Berlin as a blow to the industry.
The ongoing dispute between DOOH companies and authorities in Frankfurt, after the local government decided to maintain a ban on large displays in its streets, is bound to have had an effect as well.
However, it’s not all bad news. Ströer’s LED-based digital roadside network continues to grow, expected to reach 200 by the end of the year. The company’s growth is planned to continue throughout 2018.
