After months of speculation, Ströer has officially confirmed the industry’s worst kept secret: the German market leader is betting big on shop window screens. On November 11 - symbolically the start of Carnival - the Cologne-based company announced its launch of a new Urban Panels Digital Out-of-Home network, marking a strategic move into one of the fastest-growing segments of the market.
DooH: Ströer’s Shop Window Network Steps Into the Spotlight
For nearly a year, Ströer kept quiet about its shop window ambitions, despite steadily rolling out screens across Germany. Today, the numbers speak for themselves: almost 1,200 screens in 21 cities are already live. This expansion positions Ströer head-to-head with Berlin-based challenger Hygh, which pioneered the format in Germany. The competition is particularly fierce in location acquisition, where Ströer is leveraging its scale and relationships to secure prime storefronts near high-traffic points of interest (POIs). In cities like Munich, Ströer already dominates key retail corridors.
Technology and Design
According to invidis insights, Ströer’s Urban Panels use Hisense high-brightness displays, equipped with sensors and mobile network connectivity for real-time updates. Each screen is framed by a custom passe-partout, blending seamlessly into the storefront while delivering vibrant DooH campaigns.
Initially, the network focused on programmatic DooH campaigns. But recent months have seen a shift: national premium advertisers are embracing the format, deploying high-quality visuals that elevate the medium’s profile.
Location-Based Targeting in Action
One example: Lidl’s location-based campaigns, which Ströer also runs at train stations. In Munich, screens displayed creatives featuring the address of the nearest Lidl store – an approach that combines branding with actionable information for consumers.
The New Battleground Shop window screens are emerging as the new battleground for DooH dominance. With their ability to merge retail proximity, high pedestrian traffic, and digital flexibility, Urban Panels offer advertisers an attractive mix of reach and relevance. For media owners shop window offer a permission-free location for lower-cost indoor installations.
