Brandmauer. Outdoor advertising
Brandmauer is advertising in form of a stretched fabric or shield, usually large, located on the deaf walls of houses.
The task of the brandmauer is to attract attention to marketing communication of a wide potential buyer’s audience. Due to the relatively high cost of brandmauer advertising, it is mainly used for brand recognition.
The advertising surface of the brandmauer is usually located on a blank, flat wall of the building, free from windows. The brandmauer area depends only on the size of the free area of the wall of the building on which it is located.
Brandmauer advantages are::
- large size of advertising field;
- visibility of advertising on a long distance;
- possibility of non-standard solutions.
Brandmauer, as format of outdoor advertising appeared not so long ago, but its popularity is growing at an enviable rate. Because of developing of printing technologies, which only recently allowed printing high-quality paintings of any size, as well as to architects who foresaw in their projects the presence of blind walls, without windows, balconies and stairs we can use this format of advertising.
It is worth noting that this combination of circumstances have played into the hands not only for the main subjects of the advertising market, but also the city authorities, killing two birds with one stone. Firstly, the brandmauer closes long-needed repair walls of houses, and secondly, replenishes the budget.
Brandmauers of large sizes (from 50 square meters) are especially popular. They are used by large companies for image advertising. Shopping centers and other “local” companies which are located in sleeping area use brandmauer much less often.
Brandmauers can be either a stretched panel, which is made of vinyl foam (penoflex), or a billboard. Vinyl, as a rule, is used for a large area of brandmauer It should be stressed that the period of exploitation of such canvas can reach 5-7 years.