"We need to rethink outdoor space".

On Tuesday, September 6, the Swiss DOOH Summit, the first industry event for digital out of home in Switzerland, took place at Goldbach Media's premises in Küsnacht. Speakers from Switzerland and Germany inspired the guests with exciting presentations on the opportunities, challenges and future prospects of the DOOH medium.

Kai Marcus Thäsler (pictured above) from the agency Posterscope Deutschland and Florian Rotberg from Invidis presented international cases from London, Hamburg and Dubai, which impressively demonstrated the fascination of digital out of home. Mirko Marr, Head of Research at Goldbach Media, underlined the importance of the DOOH Audience Measurement study published last year for the development of the medium.

Theresa Stangl from MEC GmbH presented the GroupM Live Panel, a worldwide online study on media usage, and the new tool MEC Touchpoints. Andreas Zimmermann from Habegger showed examples of how DOOH campaigns are implemented in Switzerland.

"We have to rethink the outdoor space," Thäsler demanded. Digital outdoor advertising, as became clear at the Swiss DOOH Summit, offers far more than simple advertising space for products, but the opportunity to address the viewer emotionally, to amaze and to involve them in campaigns. The public space becomes a stage for joint interaction via various devices.

Patrick Zanello, Sales Director DOOH at Goldbach Media, led the event and draws a very positive conclusion: "We are pleased that the Swiss DOOH Summit was so positively received by the industry. The event is important for making the benefits of the medium even more transparent."