How Digital Out-of-Home Advertising and Green Innovations Are Revolutionizing the Shopping Experience
“Retail media is on everyone’s lips. It has existed for ages with OOH media: with posters on the approach to and directly in front of the POS—as the last visual impulse before the purchase, with DOOH screens at the entrance and inside the store. The current FAW trend analysis shows just how important these calls to action are in the real world.”Prof. Dr. Kai-Marcus Thäsler, Managing Director of the German Out-of-Home Advertising Association (Fachverband Aussenwerbung e.V., FAW)
Digital Out-of-Home Advertising at the POS: More Than Just an Eye-Catcher
The latest FAW “Trend Analysis: Media at the POS 2025” impressively demonstrates: Out-of-Home (OOH) media, and especially Digital Out-of-Home (DOOH) at the point of sale, significantly boost brand recall and directly influence purchasing decisions at the very place where they happen. The “attention paid to digital screens while shopping is increasing significantly”.
Especially in shopping center environments, DOOH screens have become an indispensable part of modern retail media strategies. They enable brands to place their messages in a targeted and highly visible way — right where consumers are making their final purchase decisions. The POS is “predestined to inform consumers about promotions through advertising and to strengthen brand loyalty”.
According to the FAW Press Release
- “86 percent of the population are familiar with out-of-home media at the POS and are receptive to advertising impulses in close proximity to a purchase decision.”
- “Attention for the two most important formats has increased significantly in recent years. For posters at the POS, the attention value rose from 67 to 81 percent; for digital screens at and inside the store, from 34 to 66 percent — almost doubling.”
- “The impact of advertising at the point of sale on consumers remains consistently high: for almost three-quarters of respondents, it sparks interest in the advertised products or even prompts an immediate purchase.”
- The combination of visual presence and situational context makes DOOH one of the most effective advertising channels in brick-and-mortar retail when it comes to influencing purchase decisions. “Especially since up to 85 percent of all purchases are only partially planned or completely unplanned.”
- “People particularly appreciate advertising in the immediate vicinity of their shopping for information about promotions or special offers (60 percent or more).”
- “Younger target groups can be reached particularly well via out-of-home media in the grocery retail environment: 95 percent of 25- to 34-year-olds pay attention to advertising at this point of sale.”
A Key Insight: Why DOOH at the POS Is So Effective
Prof. Dr. Kai-Marcus Thäsler summarizes: „On the way to and at the POS, OOH plays to one of its great strengths: the powerful visual impulse as a call to action.”
There are many reasons for the high effectiveness of DOOH at the POS: Digital screens not only deliver up-to-date, dynamic content, but also create a direct connection between brand and consumer. They serve as the final, decisive “call to action” before the purchase and ensure lasting brand presence in shoppers’ minds. The FAW trend analysis emphasizes that these media formats are particularly effective in the real world — outside the digital space.
Maximum Impact at the POS: DOOH Meets Green Innovation
This is exactly where CityBreeze by Green City Solutions comes in: Our innovative combination of moss walls and digital displays merges the benefits of DOOH media with sustainable environmental solutions.
With around 22 locations directly in or at malls and over 40 displays nationwide, climAD — Green City Solutions’ green DOOH advertising network —reaches up to 5 million contacts per week, including at premium locations such as Berlin, Bremen, Hamburg, Cologne, Leipzig, and Stuttgart.
Photos: Unternehmensgruppe Hermann Friedrich Bruhn / Jenner Egberts Foto & Film, GCS
But CityBreeze is much more than a classic DOOH screen. These multifunctional “urban forest oases” offer not only highly visible advertising spaces, but also real, tangible added value for visitors and operators alike:
- Air purification and cooling: The moss technology filters fine dust and cools the surrounding air—creating a pleasant, healthy shopping climate.
- Seating and greening: Our installations create green spaces with seating areas that invite people to linger and enhance well-being.
- Sustainable urban development: The multifunctional moss filters actively contribute to improving urban quality of life—a real benefit for urban spaces, shopping centers, and consumers.
A vivid example of the positive impact of clean air in a shopping center can be seen at Forum Köpenick in Berlin, where four CityBreeze air filters with moss technology have been installed.
Credits: rbb
Voices from the Field: Fresh Air Makes the Difference
An elderly lady enthusiastically told our CEO Peter Sänger:
„I usually shop in other centers, but the air there is so stuffy that I don’t want to stay long. It’s great that you’re taking care of fresh air here with the moss—makes you feel so much better right away.“
This feedback impressively demonstrates how important it is to ensure good air quality in urban spaces—not only for health, but also for well-being and, ultimately, for brands at the moment of purchase.
Summary
Digital out-of-home advertising (DOOH) at the point of sale is one of the most effective channels for reaching consumers right before they make a purchase decision.
DOOH at the POS is a powerful driver of brand presence and purchase impulses — and with CityBreeze and CityTree, it becomes a holistic experience that combines advertising, sustainability, and quality of stay.
The FAW trend analysis shows that attention to digital screens at and inside stores has nearly doubled in recent years—a clear sign of the growing relevance and effectiveness of our green advertising spaces.
Benefit from innovative solutions that not only put your brand in the best light, but also improve the urban climate.
Photos: GCS