Ströer vs Vistar Media

The Lighthouse Hamburg: Deutschlands größte Immersive-DOOH-Installation startet mit PENNY und Hyundai durch

Ströer and its subsidiary Blow Up Media have launched 'The Lighthouse' at Hamburg's Spielbudenplatz, which began regular operation on October 1. This immersive DOOH installation spans over 530 square meters, featuring three high-resolution screens, digital ambient architecture, and a 3D round-corner for anamorphic effects. Ströer claims it is Germany's largest LED screen installation and its first 'immersive DOOH screen.' Initial advertisers PENNY and Hyundai alternate campaigns hourly. PENNY's campaign integrates a QR-code-based coupon hunt with its app and nearby store, while Hyundai's 3D showcase launches the electric Ioniq 3 in Germany. The installation is now fully operational, positioning Ströer at the forefront of digital out-of-home advertising in the country.

• The Lighthouse DOOH installation went live on October 1, 2026 in Hamburg.
• The installation covers over 530 square meters with multiple screens and 3D effects.
• Penny and Hyundai are the first advertisers, alternating campaigns hourly.

Ströer unterstützt Berliner Verein Straßenkinder mit Pro-bono-Kampagne „Briefe an die BUTZE“

Ströer unterstützt den Berliner Verein Straßenkinder mit einer Pro-bono-Kampagne namens „Briefe an die BUTZE“.

Dyn and Ströer Bring Handball Highlights to DOOH Screens

Sports streaming platform Dyn has partnered with out-of-home advertising specialist Ströer to display automated handball highlights from the German Handball Bundesliga on Ströer's digital screens across Germany, including at train stations and airports. The partnership, which began with the 2026/27 handball season, uses cloud technology, AI, and Dyn's Content Desk to deliver regionalized content, showing local club highlights and scores. This initiative aims to combine live sports content with digital out-of-home advertising, offering brands new integration opportunities for regional or nationwide campaigns. The collaboration enhances Dyn's content reach and provides Ströer with premium sports content to attract advertisers.

• Partnership between Dyn and Ströer announced for the 2026/27 handball season.
• Short handball highlight clips from the Bundesliga are displayed on Ströer's digital screens nationwide.
• Content is automated and regionalized based on location, showing local club highlights and results.

DOOH Store Locator Position Study Shows Top and Bottom Perform

A study by Vistar Media, Omnicom Media, and Annalect examined the optimal placement of store locator information in dynamic DOOH creatives. Testing 7,200 participants in the Netherlands, the study found that placing the store locator at the top of the creative increased purchase intent by 20%, while bottom placement boosted visit intent by 9%. The middle position underperformed on both metrics. Category-specific results showed significant lifts for retailers and confectionery brands. The study also highlighted the importance of design elements like pin icons and contrast, and cautioned against prominent retailer branding that could reduce brand recall for advertisers.

• Vistar Media, Omnicom Media, and Annalect conducted a study with 7,200 participants in the Netherlands from February to April 2026.
• Top placement of store locator in DOOH creative increased purchase intent by 20%.
• Bottom placement increased visit intent by 9% across all categories.

Vistar Media Expands Operations in Japan to Drive Programmatic OOH Growth

Vistar Media announces expansion of operations in Japan to drive programmatic OOH growth, as featured in the latest news roundup.

Live-Geofencing Extends 3D DOOH Campaign to Reddit

A German case study describes how met[ads] used time-precise "live geofencing" to extend a 3D digital out-of-home (DOOH) campaign for the Nothing Phone (4a) Pro into Reddit. Mobile devices detected within the sightline during the roughly ten seconds a 3D spot played were grouped (with user opt-in) into a Custom Audience and retargeted on Reddit. The campaign ran on high-profile DOOH sites in Berlin (Kudamm) and Hamburg (The Whale). Measurement reported strong lifts: 3D DOOH raised ad recall by 266%, and among people retargeted on Reddit recall rose 348% (exposed n=2,730; control n=3,092). The article argues that time-precise DOOH-to-digital retargeting increases the probability of true sight contact versus traditional geofencing and can convert ephemeral outdoor attention into addressable demand.

• met[ads] used live geofencing to extend a 3D DOOH campaign into Reddit for the Nothing Phone (4a) Pro.
• Time-precise mobile-device marking occurred during roughly ten seconds while the 3D spot played to create Custom Audiences for Reddit retargeting.
• The 3D DOOH execution ran on Berlin's Kudamm screen (April) and on "The Whale" at Hamburg Hauptbahnhof (June).