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Dutch supermarket chain Dirk Van den Broek used closed shop windows as prime advertising real-estate.

Nuno Rocha

Apr 11, 2021

Moat Pancakes and Dirk van den Broek billboard on closed store — Moak Pancakes are closed for now so Dirk van den Broek use their window as advertising real-estate. Credit: RTL Nieuws

One may think that all that is left in city centres are doom and gloom of closed shops one after the other. Well a collaboration between Tosti Creative and Dirk van den Broek has tried to change that.

Closed shop windows are a great advertising placement for those who can still be open. So in a move to boost the horeca industry, Tosti has helped local businesses connect with big advertisers with a simple formula:
Advertisers pay a fee to exhibit their ad for a few weeks, the agency keeps a commission to develop the poster and gives the rest to the local business.

I would not be surprised to see this replicated in more cities and countries. After all this pandemic has taught us that advertising real estate can be anywhere.

Jeff Morris Jr. @jmj

Zoom backgrounds will become an ad unit. If I could earn money during meetings, my background would look like Times Square. DM for rates. Reasonable CPM.