Prodooh, a prominent programmatic Out-of-Home (OOH) company operating in Latin America and Spain, has been at the forefront of the industry, pioneering programmatic campaigns with dynamic ads since 2018. With a presence in 18 countries across the region, Prodooh faced a new challenge when Lastminute.com, a leading global travel brand, sought to promote its product simultaneously in 9 European countries, targeting diverse audiences in various cities.
The primary objective of this campaign was to effectively promote the client’s product in 9 European countries, each with its unique cultural and linguistic characteristics. With the help of Location selection and Campaign Tactics features, Prodooh aimed to break geographic barriers and reach audiences in cities across Europe while maintaining relevance and impact.
Precise Segmentation: Prodooh conducted a thorough analysis of demographic and behavioral data to identify the target audience in each country and city. This meticulous approach enabled precise audience segmentation, ensuring the delivery of highly relevant messages.
Strategic Location Selection: To maximize visibility and impact, Prodooh selected premium locations in key cities across each country.
Cultural and Linguistic Adaptation: Prodooh created a consistent advertising message that was tailored to the cultural and linguistic preferences of each region.
Targeted Countries: The campaign targeted the following countries: Germany, Belgium, Denmark, Spain, Finland, France, Netherlands, Norway, and Sweden.
The results of this campaign are a testament to its exceptional performance in several key areas:
Impressions: The campaign achieved a remarkable number of impressions, surpassing the original goal by 36%.
Efficient CPM: Despite the campaign’s extensive scale, it achieved a lower CPM, representing a remarkable 23.16% reduction compared to the initial goal.
Cultural Adaptation: The creative campaign underwent meticulous adaptation to address cultural and linguistic variations in each region. This strategic approach established a stronger and more resonant connection with the local audience.
Strategic Locations: The careful selection of premium locations proved to be a winning strategy, ensuring heightened visibility and attracting high-quality audiences.
Conclusion: Proving the Effectiveness of DOOH Strategy
This case study serves as a testament to the effectiveness of a well-planned digital out-of-home marketing strategy. It demonstrates how continuous monitoring and adaptation to local needs can lead to results that exceed established goals. This success not only underscores the advantages of DOOH as an advertising medium but also highlights the importance of flexibility and adaptability in global campaigns.
Want to learn more about DOOH or gather ideas for your next campaign? Get in touch with us via email DOOH@sage-archer.com or call us on +32 484 99 51 99, or follow us on LinkedIn to keep up to date with our latest case studies. Curious about our platform? Request a demo