The Ströer Group has acquired ECE flatmedia GmbH for an undisclosed amount. The ECE subsidiary operates 1.000 screens in 50 shopping centers in Germany, reaching around 10 million shoppers per week.

"We have successfully done pioneer work in an entirely new market for three and a half years. Currently, regarding the strong growth of digital advertising, we were facing the strategic decision, whether we want to participate with ECE flatmedia also in the market outside shopping centers. I am happy, that our engagement is paying off and that new perspectives open up by the cooperation with Ströer AG.", commented Henrie W. Kötter, Managing Director Center Management of ECE.

With this acquisition, Ströer’s digital advertising portfolio comprises networks in the 200 largest German train stations, in subways and suburban trains, in airports and now also in the largest German shopping centers.

”We are currently seeing digitalization reshape the market: instead of thinking in terms of TV, print, online and poster advertising, we will soon be talking about static images and moving images in buildings or outdoors. Yet, from my point of view the screens are not out-of-home advertising: I regard them as the third column in the moving images market besides TV and Internet. With ECE’s screens we will reach further target groups such as consumers with cars and we will be closer to the point of sale. Complementing our new digital screens at Germany’s major train stations and the screens in the largest shopping centers will give us coverage well in excess of 25 percent," explained Udo Müller, CEO of Ströer Out-of-Home Media AG.

Ströer Group will have installed over 1,000 moving image screens at the 200 largest German train stations by the end of the year – and that represents a big step forward for the digitalisation of out-of-home advertising. The media’s rapid development plays a large role in this. New neuromarketing studies show that customers seeing vivid, emotive advertising messages at high-frequented locations like train stations or shopping centers are more strongly influenced when making decisions about what to buy than was previously thought.