GRAZ, February 8, 2026 — Outdoor advertising is proving surprisingly resilient, and one Austrian firm, Ankünder GmbH, is betting on a blend of traditional reach and digital innovation to fuel its growth. The Graz-based company is navigating a market under budget pressure, but sees opportunity in offering a “quick range lever” for advertisers.
Local Roots, Digital Wings
Ankünder is doubling down on its regional presence while expanding its digital out-of-home capabilities.
- Ankünder leverages its strong regional ties in Austria for stability.
- Digital out-of-home (DOOH) is the primary driver of growth.
- Partnerships with Gewista/JCDecaux provide crucial technology and international expertise.
- The company is evolving into a broader media provider through collaborations with major news outlets.
Managing Directors Bernd Schönegger and Diethard Weber explained during a discussion at the “mediadome press club” that the core of their stability lies in classic “analog” poster advertising – offering high visibility, predictable locations, and reliable regional reach. This foundation is bolstered by Ankünder’s ownership structure, being a majority holding within Holding Graz, providing deep regional connections and a broader network.
What makes outdoor advertising so durable in tough economic times? Ankünder’s leaders suggest it’s seen as a reliable way to quickly extend a campaign’s reach, especially when budgets are tight and efficiency is paramount.
The Digital Leap
However, the real growth story, according to Schönegger and Weber, is in digital out-of-home (DOOH). Ankünder isn’t just selling space; it’s building networks encompassing screens, location packages, frequency models, data enrichment, and, eventually, automated display systems. The Austrian market is ripe for this expansion, with OOH currently accounting for around eight percent of above-the-line advertising spend for 2023/2024, according to industry evaluations.
International Expertise
A key component of this digital push is the partnership with Gewista GmbH, part of the global JCDecaux SE network. Schönegger and Weber emphasized that this isn’t simply a vendor relationship; JCDecaux provides crucial benchmarks, technological standards, and innovation, drawing on experience from markets like London, where high-density screen networks are already well-established.
Retail Media and the Evolving Landscape
Ankünder is also exploring the intersection of retail and digital advertising, exemplified by its work at Shopping City Seiersberg. This includes digital city light networks and large-format screens directly at the point of sale. A campaign for “30 Years of OmniBiotic” at Seiersberg demonstrated how brand management and product communication can be measured within a retail environment.
From Advertising Space to Media Provider
The company is strategically shifting from a pure outdoor advertiser to a broader media provider through collaborations with brands like Kronen Zeitung and Kleine Zeitung. The goal is to offer not just reach, but also formats and “content-capable” advertising environments, focusing on impact metrics like attention, frequency, context, and sales, rather than simply square footage.
Public Value and Urban Integration
Ankünder also highlighted the public value of its infrastructure, pointing to its use in waiting halls, information systems, disaster warnings, and even the placement of defibrillators. This positioning aims to establish OOH as a valuable urban infrastructure, contributing to public safety and convenience.
