Out of Home Media
APG|SGA Out of Home Media is one of today’s most dynamic media sectors,
which arose out of one of the oldest forms of commercial communication. In the mid-19th century, Ernst Litfass came up with the idea of erecting freestanding cylindrical advertising columns in the streets of Berlin to provide a more coordinated and orderly way of meeting the need for communication by means of posters and public notices. These “Litfass columns” marked the beginning of what is now an important media sector. Today, Out of Home Media is a key ingredient in the communication mix of brands and institutions.
Out of Home Media is the general term for communication in public spaces.
Unlike newspaper, television, radio, computer or iPad advertising, the message is not sent via media that the viewer or reader owns. It appears on media that can be seen by everyone walking or driving by, out of doors or in public buildings such as railway stations, airports and shopping centres – either freestanding or integrated into the sides of the buildings.
Out of Home Media has a bright future.
67 percent of mobility in modern society happens on the street, either on foot or in a vehicle. Millions of people are exposed to outdoor advertising every day when they travel by rail or air. And they appreciate this form of communication. Four out of every five people in Switzerland like poster advertising. This harmonious relationship between the consumer and the medium is what makes Out of Home Media one of the most effective and cost-efficient of all forms of commercial brand communication.