This is The New Institute for Digital Out of Home Media

The “Digital Out of Home” industry has come together in a new association. The “Institute for Digital Out of Home Media” wants to establish DOOH as a wide-ranging and effective medium in the German advertising market. What are DMI, Goldbach and Ströer up to?

The German DOOH industry is working together: The Digital Media Institute (DMI), Goldbach Germany, and Ströer have founded a joint company called “Institute for Digital Out of Home Media” (IDOOH). The aim of the new company is to strengthen the DOOH market and to promote and support it in its further development.

The first goal of IDOOH is to create a single currency for the DOOH market. The merger wants to launch a joint DOOH reach study. In addition, standards should be established and comprehensive research work on future topics of advertising on digital media should be in the foreground.

IDOOH starts extensive B2B communication

The launch of IDOOH is accompanied by B2B communication: The focus of the campaign is on two spots that, according to the company, are “targeted on the digital out-of-home networks in the largest German agency cities, creating awareness and curiosity make on IDOOH”.

Three of the most important representatives of the DOOH market in Germany work together under the umbrella of IDOOH:

• As a network for decision-makers from all areas of digital media, the DMI bundles not only the medium-sized and smaller DOOH providers, but also the most important special agencies and ad-tech companies.
• As a technology-oriented marketer, Goldbach plays advertising messages in four moving image media. The focus is on contacts, addressability, technical solutions and automation.
• With its public video network, Ströer is the largest provider of digital outdoor advertising in Germany and is driving the digitization of Out of Home in this country.

Abou-El-Ela and Goldberg as managing directors

The management of IDOOH, which was founded on January 1, 2022, will be taken over by the DMI managing directors Nadia Abou-El-Ela and Frank Goldberg.

“With IDOOH, we are not only taking a big step towards the integration of a previously very fragmented DOOH market,” says Goldberg. With IDOOH, an association is now active “that can take care of the digital out of the home medium in a focused manner and with full responsibility towards customers and media agencies”.

Robert Stahl, Managing Director of Goldbach Germany, says about the founding of IDOOH: “As a technology-oriented marketer, we see that programmatic DOOH is a rapidly growing market and that the demand for standardized processes and a single currency in this area is increasing.”

“DOOH is a digital product with analog OOH reach. Our experience shows that customers have an increased need for flexibility, short-termism, granularity, and automation without wanting to forego the reach of a mass medium,” says Alexander Stotz, CEO of Ströer Media Germany.