DOOH Club Lounge at the OMR Festival 2023

72,000 visitors, 40 meter long stages and over 1,000 speakers - that was OMR 2023 in the Hamburg exhibition halls. And we were also present at the OMR with our exclusive DOOH Club Lounge under the motto "Welcome to the urban jungle". For the first time we implemented the lounge concept this year with our partners Goldbach Germany, WallDecaux and IDOOH (Institute for Digital Out of Home Media) - with great success: More than 1,200 customers, interested parties and partners gathered in the DOOH Club Lounge over a total of two days and experienced a deep dive into digital outdoor advertising.

The DOOH Club Lounge was an exclusive place of retreat at OMR. With countless plants and a location away from the hustle and bustle of the exhibition, the lounge was a guarantee of quality conversation and relaxation amidst the hectic grounds. With four content-packed panels per exhibition day, we provided exciting insights into digital outdoor advertising: from strategy and media mix to creative, programmatic, data and green media. Here is an overview of the panels:

DOOH - What's up!? Verena Gründel (W&V Editor-in-Chief), Dorota Karc (WallDecaux), Claudia Zayer (Goldbach) and Andreas Heintze (Ströer) joined forces to take a look behind the scenes of the digital rock star 'DOOH', which combines high visibility and wide reach with the flexibility of digital planning and control.

Data & DOOH: Bullshit or Gold? Frank Goldberg (IDOOH), Kai Marcus Thäsler (FAW), Christoph Wünschel (WallDecaux) and Marc Höft (Ströer) answered the question of what needs to be done in addition to creating a single currency for the DOOH market.

DOOH Creatives: Do it! Andreas Heintze (Ströer), Björn Wendler (WallDecaux), Liese Krafft (Ströer) and Martina Jaskowiak (Goldbach) demonstrated how to generate buzz with campaign motifs using data in real time or with 3D effects in their panel on the perfect DOOH Creatives.

Sustainability meets DOOH! Frank Goldberg (IDOOH), Norman Wagner (Deutsche Telekom AG) and Stephanie Scheller (Omnicom Media Group) highlighted why DOOH is perfect for CO2-optimized campaigns. After all, it is primarily due to its high efficiency and reach that digital outdoor advertising presents itself as the lowest-emission mass medium with the lowest CO2 emissions.

Programmatic DOOH - it's a rock star! Sarah Becker (Goldbach), Sebastian Kröning (Ströer), Frank Goldberg (IDOOH) and Björn Wendler (WallDecaux) talked about the technical development of DOOH, as digital outdoor advertising has now become a benchmark in terms of flexibility - freely scalable, data-based and fully programmatic.

DOOH: Yes, it works! Liese Krafft (Ströer), Andreas Knorr (WallDecaux), Angela Roeckerath (WallDecaux) and Björn Wendler (WallDecaux) explained why DOOH is crisis-proof, effective and state-of-the-art and how DOOH can be used to address mobile target groups emotionally and effectively. 

DOOH is in the mix! Carina Specht (Bahlsen), Christian Nienaber (AdScanner), Frank Goldberg (IDOOH), Aljoscha Fuchs (Splicky) and Tanja Nyholm (Weischer JVB) talked about the role of DOOH as a significant component in the media mix, activating other channels and increasing campaign performance.

DOOH pimp your f... creative! Jicky von Bechtolsheim (WallDecaux) and Hartwig Keuntje (Philipp & Keuntje) discussed why the possibilities of DOOH are often not yet fully exploited creatively and explained how the medium's potential uses can be expanded in ways that have not been seen before.

The DOOH Club Lounge hit a nerve and showed: DOOH rocks! It's not for nothing that the majority of OMR's communication took place via digital screens.

If you want to address mobile target groups out-of-home in an emotional and effective way, you can't do without DOOH today. Every week, the approximately 135,000 digital screens in 45 DOOH networks nationwide achieve over 1.1 billion gross contacts in the population aged 14 and over. This corresponds to a net reach of 81 percent (P&PS 2023). Due to its high efficiency and reach, digital outdoor advertising presents itself as the lowest-emission mass medium with the lowest CO2 emissions, significantly increasing the genre's central importance in times of CO2-optimized campaigns.

More insights about digital outdoor advertising and public video? We are happy to help: publicvideo(at)stroeer.de.