Revolution in the advertising market: How the ÖBB benefits from train travelers!

Revolution in the advertising market: How the ÖBB benefits from train travelers!

Österreich - The advertising industry in Austria and Germany is optimistic and growth is noticeable! According to an interview with Karin Seywald-Czihak, the managing director of ÖBB advertising, external advertising is becoming more important and in 2024 recorded a remarkable increase in sales of 12 percent. The digital outdoor advertising, in particular the programmatic bookability, opens new doors to advertisers who want to control their campaigns, as Leadersnet . The trend towards interactivity, for example through QR codes, opens up a seamless connection from offline to online content, which increases the effectiveness of the campaigns.

growth forecasts and digital trends

A similar positive development is expected in Germany. For 2025, the JOM Group predicts growth of the advertising market by around 3.2 percent, which will amount to a total volume of over 30 billion euros. While television consumption remains stable, digital moving image advertising is booming. Platforms such as YouTube and TikTok are becoming increasingly popular advertising areas because they offer a long range. These digital innovations strengthen the competitiveness of the advertising industry, whereupon jom-group.com . The rapid expansion of the retail media area contributes to strengthening the advertising because it connects the trade in advertising space and customer data.

The trends in the outdoor advertising and the strong number of passenger numbers of ÖBB, with almost half a billion passengers in the past year, create a solid basis for further growth. In this update, advertisers benefit from the increased range, especially since more and more powerful target groups change from the road to rail. Seywald-Czihak emphasizes that the success of the digital innovation programs is crucial for the future direction of advertising in the industry. In an increasingly networked market, the use of data and technology to personalize the advertising messages will be indispensable, according to the view of both experts.