Malibu wanted to send out a message to all Dutch students. That is why they only targeted cities with a high student population. These (14) cities all got their own message. Thanks to HTML5, Malibu was able to use dynamic creatives that changed the message depending on the city it was shown on.
Malibu truly benefited from the programmatic opportunities in DOOH. Not only by using data to determine what screens they should buy, but also because they now could make 14 different creatives in multiple formats in a really efficient way.
Advertiser: Pernod Ricard
Agency: Posterscope (Dentsu Aegis Network)