The rhythm of modern urban life is defined by continuous movement and a high pace. In this density, delivering a brand's message to the target audience requires aesthetic and strategic solutions that go beyond the ordinary. In the world of Outdoor Advertising (OOH), the most effective way to establish direct contact with pedestrian and vehicular traffic is undoubtedly through City Light Poster (CLP) Advertising.
These media units, commonly known as Raket Panolar in Turkish and formally referred to as CLP (City Light Poster) internationally, truly live up to their name: "Illuminated Posters of the City." Strategically positioned at the most vital points—bus shelters, metro entrances, and pedestrian crossings—these units bring your brand's message quite literally to eye level.
At HF media, leveraging the robust media network and expertise of Dülger Group, we view CLP advertising as a flawless communication tool that influences instantaneous decisions, allows for hyper-local targeting, and provides 24-hour uninterrupted impact within dynamic urban centers, particularly in the highly competitive Istanbul CLP advertising market. Our extensive network and expert media planning ensure your campaign maximizes yield at every touchpoint.
CLP panels typically measure around $118 \times 175 \text{ cm}$ ($46.5 \times 69 \text{ inches}$), encased in protective glass and internally illuminated. These technical specifications make CLP ads indispensable for intra-city marketing.
The greatest power of CLP advertising stems from its location. Everyone waiting at bus stops, paused at traffic lights, or walking on the pavement is mandatorily exposed to the advertisement.
The Dwell Time Effect: Individuals waiting at bus stops or subway entrances have minimal distractions. This crucial "dwell time" creates a golden opportunity for your message to be consciously read and processed by the consumer.
Eye-Level Positioning: Most CLP panels are placed at pedestrian eye level. This physical proximity allows the advertisement to be perceived as more intimate and detailed compared to larger OOH formats.
24/7 Visibility: Thanks to the built-in illumination system, CLP advertisements remain bright and vibrant even during nighttime hours. This ensures your brand maintains a continuous, 24-hour presence in the city.
Placing advertisements on CLP panels, which are located in the city's most central, clean, and regulated points, imparts a corporate image to your brand. Featuring on an illuminated and well-maintained panel reinforces the consumer's perception that the brand is reliable and prestigious.
CLP advertisements are not limited to static panels. HF media strategically plans different CLP types according to your campaign objectives, especially utilizing the digital advancements available in key regional markets like Turkey.
| CLP Type | Features | Strategic Advantage |
| Static CLP Panel | A classic illuminated panel where a single visual remains fixed throughout the rental period. | Maximizing message permanence and brand recall. |
| Scrolling (Dynamic) CLP Panel | A unit displaying multiple visuals sequentially via a cylindrical mechanism at timed intervals. | Publishing several different product/campaign messages rotationally at the same location, increasing frequency. |
| Digital CLP (DOOH CLP) | Fully LED screens that allow for instant content updates and video playback. | Dynamically changing the message based on the time of day or immediate campaign needs (e.g., weather or stock levels). |
CLP advertisements are ideal for brands seeking micro-targeting. HF media selects the optimal CLP network based on the demographic profile of a specific area, ensuring precision in regional campaigns.
Education-Focused Targeting: CLP panels located at bus and metro stops surrounding university campuses are utilized to reach the young demographic.
Retail and Mall Proximity: Panels at the entrances and exits of large shopping centers are perfect for delivering last-minute discount and campaign messages to consumers actively engaged in shopping.
Finance and Business Centers: Panels at metro and Metrobüs stops in central business districts like Levent and Maslak are critical for B2B or premium service advertisements targeting white-collar and corporate audiences.
Since CLP panels are close to pedestrian traffic, the design process requires balancing readability both up close and from a distance. HF media’s design principles ensure this balance.
The size of a CLP advertisement is smaller than a standard billboard, and its close proximity means design flaws are immediately noticeable.
The 7-Second Rule: The message must be understood by both pedestrians and vehicle occupants within 7 seconds. This requires concise text (maximum 7 words) and a striking slogan.
Contrast and Illumination: Due to the panel's internal illumination, high-contrast colors must be used for the visual to remain vibrant at night (e.g., light-colored text on a dark background).
QR Codes and CTA: Proximity to pedestrian traffic offers an excellent opportunity to include a QR code or a short website address, enabling immediate engagement (Call to Action).
The specialized paper used in CLP advertising (City Light Translucent Paper) optimally diffuses light, making the visual appear vibrant and smooth. Even the slightest flaw in print quality will be noticed up close. HF media guarantees the visual quality of your advertisement by utilizing the highest resolution printing and durable ink technologies.
CLP advertisement rates are generally more economical compared to large-format OOH formats but are rented in network packages. This approach allows the budget to be divided into smaller pieces, providing widespread and high-frequency reach across the city.
CLP rental costs depend on the following factors:
Network Size: How many CLP panels the campaign will be displayed on (e.g., a network package of 20 or 50).
Location Value: Panels in prime regions (e.g., Kadıköy Port, Taksim Square, or Metrobüs stops) are priced higher than those in less central areas.
Rental Duration: CLP rentals are typically structured in weekly (7-day) periods. Longer campaign durations often result in better unit price advantages.
Panel Type: Digital CLP (DOOH) panels are more costly than static panels but offer dynamic content flexibility and higher engagement potential.
The effectiveness of CLP advertising is calculated via high frequency and location-based reach. HF media analyzes the following data from the start to the end of your campaign:
Opportunities to See (OTS): Estimated pedestrian and vehicular traffic passing the selected CLP panels daily.
Target Audience Density: The ratio of the targeted demographic group within the specific location.
Digital Integration: Traffic and engagement rates driven by QR codes or unique landing page links included in the advertisement.
Through this data, we prove that your CLP advertising budget is not merely an expense, but a measurable investment in brand growth.
CLP advertising is an excellent entry point for international brands in Turkey, particularly in major hubs like Istanbul. It offers targeted, high-frequency exposure in densely populated urban zones, allowing you to test market penetration and build immediate recognition where consumer traffic is highest, all while leveraging a network that is more granular and cost-efficient than giant billboards.
We guarantee the physical integrity of the campaign. Our service includes continuous monitoring, ensuring the illumination system is functional 24/7. We also manage necessary replacement of posters due to wear, tear, or vandalism within 48 hours to ensure your brand's presence remains pristine and impactful throughout the rental period.
CLP media is typically sold in network packages rather than single units to guarantee a minimum level of reach and frequency across the targeted zone. While the minimum network size can vary, we recommend starting with a package of at least 15-20 strategic panels, with a typical rental flight structured in weekly (7-day) periods.
Yes, in prime urban areas and central transit hubs, we incorporate Digital CLP (DOOH) panels into the network plan. These screens support video and dynamic content, allowing you to run programmatic campaigns that change messaging based on factors like time, weather, or specific events, significantly increasing the relevance and ROI of the campaign.
Our local media planning expertise allows for hyper-local targeting unmatched by general providers. We segment Istanbul into high-value zones (e.g., Finance, Retail, University) and curate the network to ensure your message is concentrated in locations where the highest density of your specific target demographic (e.g., white-collar commuters, high-income shoppers) is present during peak hours.
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