iSME programme by KAFALAT SAL

Angebot für Programmatic-DOOH in Deutschland wird vielfältiger

Germany's Digital Out-of-Home (DOOH) market is accelerating as programmatic buying grows. Nielsen data show a last-year gross DOOH ad spend of 933 million euros in Germany, up more than 22% from 2020. Growth is driven by programmatic inventory from publishers and networks. Goldbach is enabling programmatic booking of billboards in eight cities (Aschaffenburg, Bamberg, Duisburg, Hamm, Hanau, Leverkusen, Schweinfurt, Solingen) with Eyescreens providing the inventory and updated hardware. Media Impact, Axel Springer’s marketing arm, will exclusively market 850 Shell DOOH units via the Framen platform; ISM previously handled Shell’s DOOH sales and will now focus on network expansion. At Stuttgart Airport, Cittadino offers 108 screens and seven synchronised videowalls for programmatic booking, via the Brand Community Network associated with Hubert Burda. The Stuttgart project connects with other airports already connected. The system supports flight-based targeting, and average viewing time is about four minutes per traveler.

Emotionen, Brexit, Programmatic: Marketing Executive Tourism Ireland, Kristina Gauges im Adzine-Portrait

Kristina Gauges is Tourism Ireland's Marketing Executive and head of digital marketing based in Frankfurt. The Adzine portrait traces her career from hotel school in Regensburg and studies in Dortmund, to marketing roles at Hertz and British Airways, to joining Tourism Ireland in 2007 as Marketing Manager. Over the past decade she has held several posts, including Director for Central Europe, and today works part-time as Marketing Executive, overseeing content marketing. The piece stresses Tourism Ireland's shift to online and digital channels, phasing out print and radio, and using native advertising with Ligatus and Outbrain. Display ads are possible with partners such as Aer Lingus and Ryanair, while TV remains a high-budget channel. Gauges discusses KPIs, the German market, and social platforms, noting Brexit will influence future activity and that programmatic buying will expand in travel advertising.