Ströer Launches New Product Category with DOOH Video

“With DOOH Video, we are introducing the biggest structural product innovation since the digitization of out-of-home advertising,” says Udo Müller, CEO of Ströer. “We’re not just creating another offering, but an entirely new product category. In the future, out-of-home advertising will be marketed across three distinct segments: OOH, DOOH, and DOOH Video. In doing so, we’re systematically transforming public spaces into a standalone video channel within the total video mix.”

“The market demands more video inventory, greater reach among relevant target groups, and greater impact within the total video mix – all while requiring high-quality, reliable, and predictable video products,” Udo Müller continues. “That’s exactly what DOOH Video stands for: full motion – and 3D-capable at that – on large public screens, in situations where people can truly engage with moving images. TV, CTV, and social video remain very important channels. But DOOH video complements them with something no other moving-image channel can deliver in this form: public visibility. People see a brand and they know that others are seeing it too. This creates common knowledge, social validation, and brand trust. And through additional touchpoints in real-life, everyday situations, the brand’s mental availability increases.”

Combining Moving-Image Capability with Performance-Oriented Perception Situations

DOOH Video follows a clear product definition. The new offering includes only screens that combine true moving-image capability with a suitable viewing situation. In this way, Ströer will clearly distinguish between digital outdoor advertising and true DOOH Video in the future.

Requirements that DOOH Video screens must meet:

• Motion Capability: Full motion rather than just animation or still images
• Perceptual Context: “Wait and Walk” rather than “Drive”
• Visibility and Attraction: Large public screens with relevant visibility, dwell time, and contact quality
• Creative Premium: 3D capability for powerful brand moments across all surfaces

This is how digital inventory becomes a high-quality moving-image product: Full Motion. Wait & Walk. 3D for creative highlights.

DOOH Video is the new must-have in the total video mix

Linear TV no longer reaches many younger target audiences with the same impact as in the past. CTV, online video, and social video close part of this gap but remain fragmented in private usage situations. DOOH Video complements and expands the mix with unique qualities: large public screens, real-world mobility and consumption contexts, and shared visibility.

Reach and Impressions

DOOH Video is designed as a scalable reach component within the total video mix. At launch, the network reaches approximately 2.8 billion contacts weekly and achieves a weekly reach of about 45 percent of the German population aged 14 and older (E14+). In the core target group of 14- to 49-year-olds, the weekly reach stands at 76 percent in cities with more than 100,000 residents. In this way, DOOH Video creates additional moving-image reach in public spaces, where people are on the go and other video channels are naturally scarce: while traveling, away from home, in the city, while shopping, traveling, commuting, and in specific decision-making situations.

Common Knowledge: Public visibility builds trust

The unique impact of DOOH video stems from its presence in the real world, where trust is built. While TV and CTV take place in private spaces and social video appears in personal feeds, DOOH video is visible in real-world public spaces. As a result, brand messages are not consumed in isolation but are perceived collectively.

This is how common knowledge is created: People not only know that they have seen a brand, but also that many others have noticed it as well. This shared visibility creates social validation, increases relevance, and strengthens trust. In the age of AI, this effect is becoming even more significant: The more synthetic, fragmented, and individualized digital communication becomes, the more important real, visible, and publicly verifiable brand moments become.

Mental Availability: More Places. More Situations. More Recall.

DOOH video enhances the mental availability of brands because messages are present in different locations, at different times, and in real-life everyday situations. The campaign appears not only in the living room, in social media feeds, or on smartphones, but also at train stations, in downtown areas, in shopping malls, at points of interest, or on the way to work.

This creates additional touchpoints in everyday life: while commuting, shopping, traveling, going out, waiting, or simply being on the go. Brands are thus linked to specific, familiar situations and are therefore more easily recalled during later purchasing or decision-making moments.

Müller Triple Kicks Off with DOOH Video

The Theo Müller Group is kicking things off by using the new offering for a campaign for its Müller Triple product. This means that DOOH Video is already present in nationally visible campaigns right from its launch.

“DOOH video adds another key touchpoint to our video mix: public visibility in the everyday lives of our target audiences. For the launch of Müller Triple, our new three-layer dessert, we’re specifically leveraging this presence in public spaces – where consumers actually experience our brand,” says Andreas Wagner, Marketing Director for DACH.

Real World, Real Trust, Real Impact

DOOH Video makes Total Video more comprehensive: Linear TV delivers reach at home, CTV provides quality via streaming, online video offers visibility on the web, and social video generates frequency in feeds. DOOH Video complements these channels with moving images in real-world public spaces.

This makes DOOH Video a more holistic part of Total Video planning: full-motion content on large public screens, in waiting and walking situations, and with 3D as a premium creative option. Moving images are leaving the living room – as big screens in public spaces.