New market conditions in and further digitalisation of (not only) the urban space of Zurich will shape outdoor advertising in Switzerland in the coming year. Programmatic has not only opened up new revenue streams, but also paved the way for new companies and technology start-ups from outside the industry. The revenues in the 2nd half of 2021 are promising and so we look forward to the coming year with excitement. Where does Clear Channel stand in 2022?

October 2021 – It’s booking opening for the coming year. What remains the same, what’s new?

Tenders, new (D)OOH players and constellations seem to be reordering the market conditions in Switzerland.

Neoadvertising has won VBZ in addition to a few smaller tenders and has thus taken another step towards conquering the market. Together with VBZ, they will digitise more than 200 sites and thus 15% of VBZ’s advertising space next year, thus stirring up the DOOH ratio in Switzerland once again.

With the takeover of Livesystems, which also won a small part of the VBZ tender, by Swiss Post, the latter also became an OOH market player virtually overnight with offers in public transport (buses, trains, stations), petrol stations (Migrolino) and retail.

The question with many of our customers is where to book what now? What are the advantages of digitalised screens at bus stops, what are the advantages over station spaces and how do I use digital street spaces, at waiting areas but also the main traffic axes? Where can campaign goals such as dynamic targeting, branding, attention and reach be implemented?

So where are the strengths and weaknesses of the marketers, where will Clear Channel be in 2022?

With over 2000 billboards and 100 screens, Clear Channel continues to have a significant strong market share in Zurich. Our street sites and digital advertising spaces are located in prominent and highly frequented locations. Booked alone or in combination, they can address target groups individually and generate high reach in one fell swoop.

APG’s strength of achieving national reach via the (digital) station inventory in one fell swoop is still there. But what about the flexibility of bookings next year, especially digitally? What is the flexibility and speed in broadcasting? How will direct sales complement programmatic?

Especially with the rapid technological development and the appearance of the many new DOOH players, it is important to keep a calm head and a clear view of the essentials.

What are the strengths of (D)OOH? Where do I find the best offer with regard to my campaign goals? Do I need to reach a lot of people quickly in one go with one message or do I want to target my customers situationally, flexibly responding to the situation and environment?

It remains to be seen what the other market participants will offer. What is clear, however, is that at Clear Channel you are still in the right place in Zurich when it comes to putting your campaign in the right light.

And what’s new at Clear Channel in 2022?

With the marketing of the megaposters at Central and Bahnhofsplatz, as well as other poster sites and digital sites on the Fiskalgrund in Zurich, you can also generate additional reach and make a point that cannot be overlooked, in addition to the selective, flexible and dynamic booking of poster sites or digital advertising spaces.

The expansion of the Digital Convenience Network with more than 200 screens by a further 20% offers even more advertising opportunities, more directly with the customer, almost around the clock.

Ciao Locarno and salut Lausanne!

We are also increasing our presence and thus your reach in Ticino and French-speaking Switzerland. With four new screens in Locarno, you can address your target group as usual according to location, time and weather.

With the mix of classic billboards and digital sites in the Quartier du Flon, you can showcase your brand in a very special environment

If you still want to beat the advertising drum until the end of the year, then strike now

If you want to cherry-pick at short notice, then book posters online now at locations of your choice and use the code “Coupon60” for our Last Minute Special.