A letter from… Amsterdam
As part of our new ‘A letter from…’ series, based on our teams’ experiences visiting markets, International Team member Su showcases the incredible outdoor opportunities available to clients in Amsterdam. She reports:
Amsterdam captivates visitors with its blend of rich history, vibrant modernity, and iconic canals. Renowned for its world-class museums, the city offers a unique cultural experience. Beyond its historical charm, it is also a bustling hub for conferences, fashion, and innovation, attracting professionals from various industries. With a thriving fashion scene and a recognised host for tech summits, international conferences and start-ups, the city seamlessly blends heritage with modern trends. In June, I got to explore Amsterdam's advertising landscape, networking with key and emerging media vendors and gaining insight into its OOH opportunities.
Amsterdam boasts an almost fully digitalized Out-of-Home (OOH) landscape, offering an array of opportunities for advertisers. With a careful balance between technological advancements and the preservation of its cultural heritage, Amsterdam provides a unique and flexible environment for impactful campaigns.
Digital OOH dominates both roadside and underground spaces. Roadside formats primarily accommodate static content, while the underground allows for captivating full-motion displays. This fusion of digital technology and strategic placement creates engaging experiences for passersby and captures their attention amidst the urban buzz. My personal favourite were the Threesixties which were cylindrical full motion digital columns in Amsterdam’s metro stations.
One notable aspect of the Amsterdam OOH landscape is the flexibility it offers to advertisers. Campaigns can be tailored to run during specific times, for shorter durations than normal, or we can even cherry-pick locations without incurring hefty premiums. This freedom allows advertisers to optimise their messaging and reach their target audience with precision, enhancing the overall effectiveness of their campaigns.
Amsterdam holds its cultural heritage dear and strives to maintain its unique character. To preserve the city's essence and avoid a “Times Squareificiation”, as they put it, traditional billboards have been replaced by a newer digital format known as "The Avenue." These large, portrait digital screens harmoniously blend with the cityscape, ensuring a seamless integration of modern advertising while respecting Amsterdam's architectural charm.
Creativity flourishes within Amsterdam's OOH landscape, offering advertisers an extensive range of options to captivate audiences. The city permits fully transforming metro, tram, and bus stops, allowing for eye-catching 3D builds. Furthermore, Amsterdam metro does offer some formats that allow for 3D digital creatives. Full tram wraps and ferry wraps create highly impactful and immersive campaigns that seize attention and leave a lasting impression. Freedom to choose tram routes allow advertisers to be present in specific locations to precisely target their audience.
Strategic location selection is key to any successful advertising in Amsterdam. The Amsterdam Zuid and Europaplein areas are ideal for targeting the financial district, conferences, and start-ups, as they form the Central Business District (CBD) located in the South. For advertisers aiming to engage international travellers and culture enthusiasts, De 9 Straatjes, Nieuwmarkt, and Centraal offer prime locations. To tap into the shopper market, Rokin provides an optimal setting while P.C. Hooftstraat is the street to be in for any luxury brand. For high impact and targeting Generation Z and millennials, the lively hub of Leidseplein, with its buzzing nightlife, famous street performers, and local theatres, concert venues, is the perfect area. To engage with Generation Z and locals, the vibrant neighbourhood of De Pijp is highly recommended.
It was so refreshing to see how Amsterdam's OOH landscape seamlessly blends cutting-edge technology, artistic creativity, and cultural preservation. Advertisers have the freedom to experiment, leverage digital innovations, and strategically position their campaigns to engage specific target audiences. By embracing flexibility and honouring its cultural heritage, Amsterdam has cultivated an OOH environment that is both visually captivating and culturally enriching, making it an enticing destination for advertisers seeking impactful campaigns and meaningful connections with their audiences. It was truly to be a delight to be spending a couple of days in Amsterdam to truly take in all the OOH landscape it offers.
Written by Su Ozbek
International Account Executive
