Giant poster
A giant poster or blow-up is a special advertising medium for outdoor advertising with a size of up to several thousand square meters. Giant posters are usually attached to buildings and structures for a limited period of time, especially on construction sites and on scaffolding , also at trade fairs and events as well as on advertising towers along large streets.
Formats
Since the posters are often mounted on special frames, various formats have become established. While the classic formats CLP (4/1), large area and Megalight (1.18) and Super Posters (40/1) are between 2 and 20 m², giant posters reach today sizes from 4000 to 5000 and more square meters. The common giant poster has formats of 120 (10 m × 12 m), 144 (12 m × 12 m) or 225 (15 m × 15 m) m².
In Austria , in addition to all individual large formats, the “8 m × 5 m” format known as the megaboard is gaining ground .
development
At the beginning of the 1990s, the spread of 3.5 and 5 meter wide digital printing machines made it possible to enlarge motifs that were previously sprayed or painted by hand (partly on linen, partly painted directly on house walls) in good print quality and welded in strips to several thousand m² large posters to be processed.
In contrast to the classic 4/1 and 18/1 outdoor advertising formats, which are booked in weeks (7 days) or decades (10.5 days), the regular posting period for giant posters in Germany is 28 days. Two weeks or shorter periods are also possible, but less often because of the production costs of the banners.
The prices in the German market range between 10,000 euros and up to 400,000 euros gross per month (as of 2020) for special locations such as scaffolding at the Kaiser Wilhelm Memorial Church in Berlin . Prominent locations so far have been the aforementioned Kaiser Wilhelm Memorial Church , the Brandenburg Gate , the Siegestor and the Royal Court in Munich , the St. Petri Church (Hamburg) , the town hall in Hamburg-Altona or the Alte Oper in Frankfurt am Main .
In a European comparison, locations in Italy and Great Britain in particular are several times more expensive, while countries such as Spain and the Netherlands are roughly the same. In Spain, however, there are still high special usage fees to be paid to the municipalities. In view of the empty coffers of the municipalities, this trend has also been establishing itself in Germany since around 2003.
The sizes are also different in a European comparison. This is due in particular to the approval practice of the authorities. Since every advertising system larger than one square meter in Germany is a structural system that requires a building permit (as well as, in some cases, the approval of other authorities such as road and path office, traffic authorities, monument protection , city planning office, etc.), authorities regulate with often bizarre results: This is how Munich exists insists that only 25% of the scaffolding area can be used for advertising, while other municipalities (e.g. in Spain ) insist that the advertising banner must cover the entire scaffolding. Some authorities in Germany require a sufficient view of parts of the facade and the Paris authorities insist that the entire facade can be used, which can also mean that the format has to follow every nook and cranny of a firewall and becomes an obscure structure .
In Italy, for reasons of approval law, but also for aesthetic reasons, the uncovered parts of a scaffolding have been provided with artfully printed facade replicas for a long time, so that a visualization of the emerging new building or renovation was created. In these cases, one speaks of a "facade reflection". In the meantime, more and more authorities in Germany are making facade replication or reflection a prerequisite for their approval. So far, the providers of this form of advertising have shied away from the costs, but in the meantime the idea has also gained acceptance that an aesthetic building environment not only serves the cityscape, but also the marketability of the advertising space.
In addition to various monument protection regulations and zones, the following restrictions apply in Vienna : Advertising on scaffolding may not exceed 20% of the dust protection net area, if a facade reflection is printed, 40% of the area may be used for advertising. In addition, since 2004, precise regulations have stipulated the start of construction work and the scaffolding service life as well as its end, since before this regulation it has repeatedly happened that scaffolding was erected without any work behind it, or that scaffolding was left standing long after the construction work was completed it paid off in highly frequented places, much to the annoyance of fans of traditional cityscapes.
technology
These giant posters are printed vertically or horizontally in 5 m² strips and these strips are then welded together. The edges are reinforced and welded around and provided with eyelets for attachment approximately every 30 or 50 cm.
In most cases, the assembly on scaffolding or facades is carried out using expander ropes , which give the banner the necessary tension to avoid creases. Large banners (for example 30 m × 30 m = 900 m²) have brackets welded to the back, which are also attached to the scaffolding in order to statically distribute and absorb the wind loads that act on this banners.
Giant posters are increasingly being equipped with special effects, such as 3D or 2D elements (also animated) and light effects (backlighting / laser). The integration of SMS and Bluetooth technology for interactive communication is also state of the art today.
market
Media agencies and specialist intermediaries book around 90% of all giant poster orders in Germany, whereas direct bookings by customers are more common in other European countries. In Austria, giant posters are offered under the name Megaboard .
Sales data Germany
| Advertising medium | 2009 sales in thousands of EUR |
|---|---|
| Giant poster | 14,600 |
| Total outdoor advertising | 912.151 |
Number of giant poster areas in Germany
| Advertising medium | number |
|---|---|
| Giant poster | about 500 |
| Total outdoor advertising | approx. 406,921 |
Individual evidence
- ↑ Nielsen Media Research / Fachverband Aussenwerbung e. V .: Advertising trend 2009 - development according to job types ( memento of the original from December 24, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , January 2010
- ↑ MVA tariff database Fachverband Aussenwerbung e. V., as of January 2006
