City light poster
City light posters (also: City Light or CLP for short ) are a special advertising medium for the outdoor advertising media category . While classic posters are illuminated from the front at best, CLP is backlit, glass- protected advertising space in inner-city areas. They have been used in Germany since the mid-1980s and originally come from France .
Locations
As a rule, city light posters are integrated in very prominent places in bus or tram waiting halls with long waiting times or other urban furniture such as telephone booths , but sometimes also free-standing as showcases , wall constructions on house facades or light boxes in subway stations and good frequented garages. The normal occupancy time (sticking intervals) is one week, previously a decade .
variants
City Lights (standard format ) are printed in one piece in the Europe-wide standard paper format of 118.5 × 175 cm portrait format. Special effects (day / night, flip, morphing, 3D) are possible through special printing or subject techniques.
Tele Lights differ from City Lights in that they are smaller in size. Tele Lights allow portrait format subjects with a size of 81 × 120 cm, whereby the visible area is 80 cm × 116 cm (portrait format).
Mega Lights are large-format city lights measuring 356 × 252 cm.
Poster Lights are backlit poster changers in the standard poster format with 16 or 24 sheet sizes. At particularly attractive advertising locations, three different poster motifs are often shown alternately by rotation. The turning movement draws the customer's attention even more strongly to the advertising message.
Megaboard backlights are offered in Austria and differ from city lights in that they have a size of 8 × 5 m.
meaning
City light posters have a fixed place in media planning because they have a high advertising impact thanks to their regional and temporal flexibility as well as the eye-catching backlighting . Up to three motifs share the notice and are displayed in one place at the same time using a change mechanism. The rotation increases the advertising impact through the movement . New forms expand the options: CLPs in airports, shopping centers, networks with illuminated pillars and free-standing showcases.
A disadvantage of this form of advertising is that it is usually only sold in rigid, very large networks, there is no right of withdrawal after a booking, and the booking deadline is usually very long in advance. The still limited number of positions often means that customer budgets have to be determined very early on.
literature
- Wolfgang J. Koschnick (Ed.): Focus Lexicon advertising planning, media planning, market research, communication research, media research . Volume 1. 3rd edition 2003. ISBN 3-9808574-0-9
