Observed Signal · Oct 1, 2026 · Market Signal · Source: IDOOH · Impact: 2/5
Ströer eröffnet "The Lighthouse" in Hamburg als immersiven DOOH-Screen
Ströer eröffnet "The Lighthouse" in Hamburg als immersiven DOOH-Screen. Zudem: CLIF feiert Hobbyläufer:innen in Berlin per DOOH.
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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.
Hamburg's 'The Lighthouse' — New Immersive DOOH Screen
Ströer and its subsidiary BlowUp Media are building a new large-format digital installation called “The Lighthouse” at Spielbudenplatz on Hamburg’s Reeperbahn. The immersive DOOH installation offers more than 530 square metres of LED area and is being promoted as Germany’s largest 3D-LED screen and the country’s first “Immersive‑DOOH” site. The Lighthouse is scheduled to be operational in mid‑September 2026. According to related reporting, construction work begins in July 2026, advertising bookings are expected to open in mid‑September, and Ströer/blowUp plan a first‑mover commercial package giving one brand exclusive week-long share of voice.
Germany Unveils Largest DOOH Screen at Hamburg Hauptbahnhof
Ströer plans Germany's largest DOOH screen at Hamburg Hauptbahnhof, a transit hub with more than half a million daily visitors. The 38-meter-wide by 9-meter-tall display, named 'The Whale', will be embedded in the Public-Video-Giant-Netzwerk of oversized DOOH surfaces for indoor and outdoor use. The installation will show ten-second moving-image spots, up to 20 repetitions per hour, and will support day-specific creative changes as well as editorial content such as news and weather data. Alexander Stotz, CEO of Ströer Media Deutschland, describes the project as an innovation at the intersection of monument protection, digitization, and high-traffic venues, aiming to make digital outdoor advertising an immersive brand experience. The project extends Ströer's DOOH expansion, following the recent addition of a roughly 100-square-meter LED screen at Cologne's Lanxess Arena to the portfolio, signaling continued digitization of public spaces in Germany.
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