We sat down with Silverflow’s Winfried Karst, Founder & Co-CEO, and Adrian Skelton – Founder & Co-CEO.
What does Silverflow OOH do? Explain your business solutions for potential customers
Silverflow OOH is an independent international Out of Home specialist. We help brands and agencies plan, buy and deliver OOH advertising campaigns across multiple markets around the world.
Our role is to make international OOH simpler. Rather than a client having to manage different suppliers, media owners and ways of working in every country, Silverflow provides one central point of contact while combining that with strong local market knowledge.
We support the whole process – from strategy, audience and location planning through to media buying, creative optimisation, campaign delivery and reporting. Increasingly, we use data, technology, automation and AI to make that process faster, smarter and more accountable.
Ultimately, we want to make it easier for brands to access the best of OOH anywhere in the world.
Left to right: Winfried Karst, Founder & Co-CEO; Adrian Skelton, Founder & Co-CEO
What makes Silverflow different? What is your unique selling proposition?
Our difference is the combination of international scale and genuine local expertise.
OOH is still a very local medium. Every market has different media owners, formats, regulations, audience behaviours and commercial dynamics. We don’t believe international OOH should be planned remotely using the same approach everywhere.
Silverflow brings those local market insights together within one international solution. We are independent, so our recommendations aren’t influenced by ownership of media or commitments to particular suppliers. We can simply look for the solution we believe works best for each brief.
We’re also deliberately combining decades of hands-on OOH experience with a new generation of data, AI and technology. Our philosophy is straightforward: Experience, Quality & Trust.
What are the benefits to the brands from local, regional, national, and global markets?
The biggest benefit is being able to combine consistency with local relevance.
A global brand naturally wants a consistent strategy, level of service and standard of delivery. But what works in London isn’t necessarily what works in Milan, Madrid, New York or Singapore.
Our approach allows brands to maintain their overall strategy while adapting execution to the realities of each market – choosing the right cities, audiences, environments, formats and media owners locally.
For a local or national advertiser, that means accessing the same level of planning, data and technology that would normally be associated with major international campaigns. For regional and global brands, it means having one partner coordinating multiple markets rather than managing a fragmented network of suppliers.
The result is simpler management for the client without losing the local knowledge that makes OOH effective.
How far along is the company, do you have success stories? (Here you can say how many years you’ve been in business, top brands you are working with, or talk about your integrations/partnerships).
Silverflow OOH is a young company built on a huge amount of industry experience. Our founders have spent decades working in international Out of Home, and we’ve been able to use that experience and network to grow quickly.
We’re already working with major international brands and leading independent agencies on campaigns across Europe and further afield, including multi-market work for brands such as Tide.
We’ve also built a growing international partner network across Europe, North America, Latin America and Asia-Pacific, giving us access to trusted expertise on the ground rather than trying to pretend we know every market equally well from one central office.
Alongside our client work, we’re investing heavily in our technology proposition, including SilverSync, SilverOptimal, SilverCreate and SilverAI, and we’re building relationships across the wider OOH and technology ecosystem.
For us, the success story so far is that we’ve moved from launching a new independent business to delivering genuinely international work and building a global network in a relatively short period of time
What are brands seeing in terms of consumer engagement because they applied your use of data, AI, and automation?
We don’t use data or AI simply because they’re fashionable terms. We use them where they can genuinely improve a campaign.
Data helps us understand where audiences are, how they move and which OOH environments are most relevant. Automation and programmatic technology allow campaigns to become more responsive – using factors such as location, time, audience, weather or other real-world signals to influence when and where advertising appears.
AI is increasingly helping us analyse information faster, identify opportunities and optimise both planning and creative.
For brands, the benefit is greater relevance. Instead of simply buying screens or posters, we’re trying to understand the moments and environments where a brand has the greatest opportunity to connect with its audience.
And importantly, we combine the technology with human experience. We see AI and automation as tools that make good OOH people better, rather than replacing the expertise needed to understand individual markets.
In what markets do you currently work in? Are you expanding into other markets?
We’re headquartered in Germany but operate internationally.
Europe is currently at the heart of the business, with particularly strong capabilities across markets including Germany, the UK, France, Italy and Spain, as well as a growing footprint across Central and Eastern Europe.
At the same time, our model isn’t limited by where we have offices. Through our international partner network we’re able to support clients across North America, Latin America, the Middle East and Asia-Pacific.
Expansion is very much part of our strategy. But rather than simply putting pins on a map and claiming to have a global footprint, we want to grow in markets where we can offer clients genuine local expertise and the right quality of partners.
Our ambition is to build Silverflow into a truly international independent OOH business – global in capability, but always local in execution.
