Außenwerbung in der Marketingkommunikation

: Strategische Planung und Erfolgsmessung

Abstract

With ongoing digitalization, the media landscape has become increasingly fragmented. As a result, companies face the challenge of capturing attention in a constantly evolving and competitive environment to be noticed by their relevant target groups. While traditional mass media, such as print and linear television, remain established in Austria, digital advertising formats are gaining significance. This potential is leveraged by Out-of-Home (OOH) advertising, especially in its digital form, which has seen a clear increase in relevance in recent years. Its strength lies in its everyday visibility, independent of devices and user behaviour, at highly frequented locations such as train stations, airports or pedestrian zones. In today’s mobile society, OOH enables effective brand communication to a broad public, even amid growing sensory overload. Nevertheless, these advantages are counterbalanced by challenges such as format heterogeneity, limited location availability and the complexity of strategic, target-oriented planning. Furthermore, there is a lack of standardized metrics for reliably measuring the success of this medium. This thesis specifically addresses the challenges of strategic planning and effectiveness measurement mentioned above. Before examining this issue in detail, Chapter 2 outlines marketing communication and its classification within the marketing mix. A fundamental understanding of OOH advertising is then developed, followed by an analysis of its current significance within the Austrian media landscape. Chapter 3 offers a systematic overview of common OOH advertising formats, focusing on those most frequently used in the Austrian market. Chapter 4 begins by introducing marketing planning in general, before moving on to the strategic planning of OOH advertising based on expert interviews. The findings show that OOH is primarily used to generate awareness, enhance brand image, and strengthen brand positioning. Planning is flexible, follows the requirements of the client, and often relies on data provided by the Outdoor Server Austria (OSA). In urban areas, digital formats dominate, while in rural regions traditional posters are more common. Both format and location choices are highly client specific. Cross-media integration, particularly with digital channels, is deliberately used to reduce scatter loss. Success is measured mainly through quantitative indicators, while qualitative impact remains difficult to capture.

Date of Award	2025
Original language	German (Austria)
Supervisor	David Kitzmüller (Supervisor)