At a time when outdoor advertising is seeking to reconnect with proximity and performance, a new format is emerging on the streets of Luxembourg: mobile displays towed by bicycles. Promoted by CD PUB through its URBAN PUB brand dedicated to street marketing, this agile, eco-friendly, and highly visible OOH (Out-of-Home) medium is increasingly appealing to advertising agencies and advertisers looking for impact. A closer look…
Far from fixed billboards or digital screens, this medium literally stands out from the crowd. It moves, traverses busy neighborhoods, stops at hotspots, and attracts attention with its originality as much as its impressive surface area : 12.6 m² of mobile display space spread across three bicycles circulating simultaneously.
A support tailored for the field
Each URBAN PUB device includes three bicycles, each towing a double poster of 4.2 m², i.e. a moving and recurring advertising surface , which crisscrosses the busiest areas of the country: CFL station, Kirchberg, Cloche d’Or, Belval, Esch-sur-Alzette, Remich and Mondorf.
And the figures speak for themselves: up to 85,000 visual impressions¹ per day in the Gare area , 62,000 in Kirchberg , 55,000 in Cloche d’Or . Performances obtained thanks to a methodology based on the analysis of pedestrian and road flows, crossed with visibility factors estimated between 30 and 70%.
Each route covers between 20 and 35 km daily. A dense system, perfectly designed to maximize contact while offering unprecedented flexibility in the local OOH landscape.
Mobile display, a new strategic lever for advertising agencies
But beyond visual innovation, this format is especially relevant as a media product . It ticks several essential boxes for advertising agencies:
- Agility : Campaigns can be activated in just a few days. Ideal for responding to last-minute briefs or integrating a key moment into a multi-media strategy.
- Precise location : Unlike traditional fixed media, here the media moves to the heart of the flows , allowing contextualized, targeted and controlled exposure.
- High impact, controlled cost : With an average CPM of between €12 and €16 in urban areas (CFL train stations, Kirchberg, Belval, etc.), mobile displays are establishing themselves as one of the most competitive OOH formats on the market. It is positioned just below the 4×3 billboard (€10–20) and well below the bus shelter or DOOH (€20–50), while offering a mobile, original and highly visible physical presence at the heart of pedestrian and road traffic flows.
- Strong advertising impact : The mobile format attracts attention, generates a scarcity effect , and above all a high memorization rate. According to a Street Marketing France study, the spontaneous recognition rate on this type of support reaches up to 70%, well above the average for fixed formats.
A “new generation OOH” media
In a context where outdoor advertising is evolving rapidly, fueled by data, DOOH, LED screens, but also facing a form of saturation, mobile displays offer a breath of fresh air. A return to the human, the local, the visible.
"It’s also a response to the challenges of responsible visibility. URBAN PUB bikes operate silently and without emissions, perfectly in line with the CSR expectations of brands and public institutions. A visible, but non-intrusive, message. Powerful, but respectful.
(Yoann Amodeo – Co-manager URBAN PUB)"
Tailor-made campaigns, serving brands
The format appeals to many sectors: retail, events, communities, culture, catering, real estate, etc. Thanks to the customizable packs (2 days, 5 days, 10 days), brands can adapt their system to their needs: product launch, opening of point of sale, citizen communication, or awareness campaign.
And to amplify the impact, URBAN PUB also offers options such as flyer distribution, staff dressed in the brand’s colors, or live animations. The result: a hybrid OOH, between static visibility and street activation.
A support that does not replace… but complements
Contrary to popular belief, mobile display does not seek to compete with traditional formats. It intelligently complements them. It can be integrated into a media mix as a strong proximity element, a flash operation , or a creative touch in a more institutional plan.
And for media agencies, it represents an additional commercial opportunity : offering a visible, original format that can be activated quickly, without cannibalizing other locations.
In summary: visibility, mobility, efficiency
By bringing movement back to displays, URBAN PUB transforms mobile displays into a media, and the city center into a strategic communication area. Mobile displays are establishing themselves as a new generation of OOH : more agile, more human, more impactful.
A media outlet that engages without attacking. That targets without confining. That works to boost brand visibility.
And if you need a professional to assist you with your street marketing efforts, let us know !
¹ Number of impressions : the number of times an advertisement is seen or can be seen by passersby, motorists, or transport users, as part of a campaign.
² Average CPM : Average cost of advertising divided by the average number of impressions, multiplied by a thousand.