Citylights are modern advertising spaces that use lighting for better visibility and effectiveness. These illuminated outdoor advertising carriers, known as citylights, have become one of the most effective ways to capture the attention of passersby. In this article, we’ll look at their benefits, applications, and how to use them effectively to ensure high visibility for your advertising messages.

What is a citylight and how does it work?

A citylight is a specific type of outdoor advertising carrier that uses lighting to highlight ad surfaces. This type of advertising is commonly placed in public spaces such as public transport stops, buildings, or shopping centers. The main advantage of a citylight is its ability to attract attention in the evening and at night, making it an effective tool for ad campaigns.

Definition and how a citylight works

A citylight is usually a lighted panel that contains an advertising poster or a digital screen. The ad is backlit, ensuring visibility even in low light or after dark. The lighting ensures the ad remains prominent and attractive even as natural light fades.

• Outdoor advertising –⁠⁠⁠⁠⁠⁠ a citylight is ideal for placement in high-traffic public areas.
• Long lifespan and durability –⁠⁠⁠⁠⁠⁠ thanks to the materials used, citylight advertising is resistant to weather conditions.

The benefits of lighting for outdoor advertising

Lighting is a key factor in the effectiveness of citylights because the ad is clearly visible even at night. Using illuminated panels also increases the chances that the ad will attract attention after dark, which is ideal for urban areas with high foot traffic. This type of advertising is popular not only for its attractive appearance but also for its effectiveness in all-day promotion.

• Visibility in the dark –⁠⁠⁠⁠⁠⁠ lighting ensures the ad remains effective at night.
• Long-term effect –⁠⁠⁠⁠⁠⁠ ads placed on citylight carriers can run for several weeks, increasing their impact.

Different types of citylight advertising spaces

Citylight advertising can take different forms, including traditional paper posters or digital screens. Digital citylights allow easy content changes without the need to physically replace ad materials. This type of advertising is typically used for dynamic campaigns that require flexibility.

• Traditional posters –⁠⁠⁠⁠⁠⁠ use paper materials and are suitable for static ads.
• Digital citylights –⁠⁠⁠⁠⁠⁠ enable animated and interactive ad formats.

Targeting specific locations and demographic groups

Citylights are often placed in areas with high footfall, such as public transport stops, shopping centers, or busy streets. This type of advertising allows marketing campaigns to precisely target specific locations. Choosing the right spot can increase the chances of reaching a relevant audience and deliver a higher return on ad spend.

• Strategic placement – choosing the right location increases ad effectiveness.
• Reaching the right target audience – precise placement of citylight ads targets a selected demographic group.

Case studies and successful campaigns using citylight advertising

Citylight advertising has been used in many successful campaigns that captured public attention. For example, campaigns for fashion brands or car manufacturers that used digital citylight carriers proved highly effective. The ability to change content quickly on digital citylights also means ads can be easily adapted to current needs and trends.

• Content flexibility – digital citylights allow campaign changes without physical adjustments.
• Successful campaigns – many brands have already used citylights to boost their market visibility.

Citylight: examples of the most famous ads in history

Citylight advertising has become an integral part of the modern urban environment, where illuminated billboards and panels capture the attention of passersby.

• The first citylight ad in Paris – a pioneering ad from the 1950s that first used an illuminated billboard on busy streets. This made the format popular in European metropolises.
• Coca-Cola in New York – an ad from the early 20th century that was among the first to use an illuminated billboard to display a large logo and attract purchases during evening hours.
• General Electric in Chicago – in 1907, it was among the first companies to use a lighted panel to advertise new products, paving the way for similar campaigns.
• Budweiser in London – in 1940, the first illuminated ads for this brand were placed in prominent city locations, helping establish citylight advertising in Britain.
• Pepsi-Cola in Los Angeles – in the late 1920s, Pepsi was the first brand to showcase its drink on a citylight panel in a colorful and dynamic style, capturing the attention of a wide audience.
• BMW in Berlin – in 1998, citylight advertising was used for BMW for the first time, becoming a symbol of modern and sophisticated urban advertising.