Following stops in Berlin and Hamburg, outdoor advertiser WallDecaux ended its 2012 roadshow "Challenging Out of Home" last Thursday in Duesseldorf. Once again, the three-city event attracted a rising number of visitors: More than 900 decision makers from business, media and agencies attended the roadshow which was hosted for the third year running by WallDecaux, the joint sales brand of Wall AG and JCDecaux Germany.

Speaking at the roadshow's finale, Andreas Prasse, Executive Director Sales and Marketing at Wall AG, sketched a positive outlook for out of home advertising: "Our everyday life is determined by two trends: growing mobility and a changing media behaviour. These trends make outdoor advertising a key to new media-worlds. Our new baseline study shows that advertisers who invest their budgets exclusively in TV and online advertising fail the target group of young, mobile urban dwellers. The benefit of our medium is clear: Posters are where this target group is – out of home."

Thematically, the WallDecaux roadshow "Challenging Out of Home" took up the trends of growing mobility and digitalization. It focused on the question how to identify clear-cut target groups along these trends. In this context, Wall AG's Head of Marketing, Andreas Knorr, presented the results of the new study commissioned by WallDecaux, entitled "Young, Urban. Mobile. Out of Home": "With our baseline study we introduce a new type of target group in the advertising market: the 'Young Urban Mobiles'. Members of this overall target group are mainly between 20 and 39 years of age and live in cities with a population of more than 100,000. They are daily on the move and increasingly use smartphones and digital media. At the same time, they are receptive to inspiration from outside and have an affinity for outdoor advertising impulses and brand interaction."

Building on the results of the study, Volkmar Giehl, Sales Manager Germany, introduced a new WallDecaux product designed to help advertising customers and agencies to more efficiently reach the Young Urban Mobiles target group: the "Young Urban Mobile Net". From 2013, WallDecaux offers point-of-interest optimized City-Light-Poster-networks in eleven cities with a population of more than 500,000. Volkmar Giehl: "Our new portfolio of networks is an important step towards a target group specific management of CLP media. We know where to find the Young Urban Mobiles and we are there, installing our advertising media exactly on location. 30% of advertising displays in the Young Urban Mobile Net are located in the immediate vicinity of the points of interest of Young Urban Mobiles like, for example, cinemas, museums, bars, clubs or gyms. Thus, outdoor advertising reaches the members of this target group more efficiently during their leisure activities, ensures a higher quality of exposure and a higher visibility of advertising messages."

To find out in advance how Young Urban Mobiles think about brands and products, WallDecaux now offers advertisers and agencies to conduct panel surveys in the new "Young Urban Mobile Community".

For the second time, WallDecaux welcomed David McEvoy, Marketing Director of JCDecaux UK, at the roadshow. Having already supported the WallDecaux team in the previous year, David McEvoy this time gave the audience insights into the possibilities of Near Field Communication (NFC).

WallDecaux presented the best Innovate-campaigns and ended this year's roadshow with a final get-together in Duesseldorf's "Kunstpalast"-museum.

Wall-Group: Key Facts

• International street furniture supplier and outdoor advertiser in Germany and Turkey


• Part of the international JC Decaux cooperation – the number one in outdoor advertising worldwide


• Innovative street furniture in highest quality design; more than 28 different design-lines


• Made to measure solutions provided by in-house research and development unit


• Single-source production, cleaning and maintenance guarantee highest quality standards


• Intelligent outdoor advertising on more than 93,100 high profile advertising spaces, including 6,484 advertising spaces on means of transportation such as tramways, busses, underground trains and trucks


• Sales division WallDecaux Premium Outdoor Sales with five regional sales-offices in Germany ensures national marketing competence


• Largest national provider of City Light Poster (CLP) format advertising displays in Germany


• Marketing-portfolio in Germany: analogue and digital advertising displays in more than 50 cities, AirportNet, ShoppingNet, Leipzig Central Station, Berlinale International Film Festival, Smartphone-App U snap, bluespot, RollAd truck advertising medium, as well as transit advertising in Berlin, including all underground stations


• Number of employees: 1.051 (as at June 30, 2012)