Your brand, walking Berlin.

Yes. There is one LED panel, it is worn on someone’s back, and that person walks a planned route through Berlin on a published schedule. The only invented part of this is the idea that the back of a person is media inventory.

Three things, and they are all countable:

• Your bought minutes on the panel - played as full-screen showings of about a minute, spread along the walk.
• Photographs and a short clip of the panel running your creative, in a named location.
• The GPS trace of the walk your showings appeared on.

If your ad carries a QR code, you also get the one number we can count: how many times its link was followed. Everything else, we don’t promise - no impressions, no reach, no views, no CPM and no audience estimate. We would have to make those up, and you would be right not to believe them.

Fair question, and the honest answer is that it is not worth it if you are buying reach - an LED truck or a station screen will move more eyeballs per euro, and we will say so.

It is worth it if you want the whole surface with nothing else on it, a set of assets you can keep using afterwards, and a way to try outdoor media for the price of a dinner for two instead of the four-figure minimum the truck operators start at. That is the trade. If it does not sound like your trade, do not bid.

A slot is a length of time, and you bid one price for the whole of it. There is nothing else to choose and nothing to work out: the highest bid on a slot holds it, because every bid on that slot is for the same minutes.

Each length opens at a floor: sixty euros for five minutes, a hundred and ten for ten, two hundred for twenty, two hundred and seventy for thirty. Those work out at twelve, eleven, ten and nine euros a minute, which is the point of them - every step up the ladder is a euro a minute cheaper. To take a slot off its current holder you have to beat them by at least ten euros, or five percent, whichever is more.

No. It is there so the bid box is not a blank cheque - a five-minute slot has been going for something like three times its floor, and you deserve to know that before you type a number rather than after.

There is deliberately no ceiling. If a slot is worth more to you than it has been worth to anyone else, bid that, and the form will take it. Capping an auction would only mean turning money away and telling the person who wanted it most that they cannot have it.

Your hold is released in full, automatically, the moment it happens - you do not have to ask. Your bid stays in the public history, and you are welcome to come back over the top of them. Bidding on a slot locks fifteen minutes before the walk sets off, so there is no last-second sniping - come over the top any time before then.

Before you outbid anyone, check whether another slot of the same length is still free: it is the same evening on the same panel, so it is the same thing at a lower price. The board sends you there rather than offering you a fight, and only says “Outbid” once that length has actually run out.

The full amount of your bid is held on your card the moment you bid - held, not charged. If you are outbid or we turn the creative down, the hold is released in full. If you win, we charge it in full when bidding closes; there is no deposit and no separate balance to pay. Bids are placed and settled in euros; dollar figures on this page are indicative only.

One person, on foot, whose evening it is. If what you are really asking is whether it could be you: not yet, but that is a when rather than an if, and there is a waitlist for exactly that question. Leave an email and you will hear the day it opens.

Yes, and we will, without owing you a reason. Somebody has to wear this thing through their own city. Every creative is reviewed by hand before it reaches the panel, and if we refuse yours the hold is released in full.

Weather, illness, a flat battery - if your slot does not run, you are moved to a slot of the same length on the next walk, or refunded in full if you would rather not wait. You choose, not us. If the panel breaks mid-slot you are refunded for the minutes that did not play.