Product News | October 11, 2021

Use digital stadium signage to boost revenue and audience engagement

A crowd of people cheering at a baseball game at a stadium. On the right side, a large digital display hangs over the field

Stadiums are big business in every sense of the word. When you’re operating a big building that houses tens of thousands of guests and a huge number of staff besides, you’re going to have a big opportunity to make money – and big-time costs to cover, too.

It’s why those operating multi-purpose stadiums are so focused on developing supplemental revenue streams, promoting concessions and merchandise sales, and encouraging more engagement between fans and whatever entertainment they’re watching.

While multi-pronged approaches are necessary for all of these goals, stadiums that deploy good digital signage systems will enjoy a few significant advantages in driving more revenue and connecting with the public.

Supercharge concession sales with digital signage

Something’s up in the world of merchandise and concessions sales.

The playbook, at least in North America, has long prioritized dramatic markups on basics like hot dogs, soda, and popcorn. Recent years have seen a shift away from this tactic, with interesting results. In 2017, the Mercedes-Benz stadium in Atlanta announced “Fan-First Pricing,” which saw prices for soda, hot dogs, pretzels, and popcorn all dropping to $2, and beer going for just $5 a glass. In the year following the pricing change, the company made 16% more in revenue. Other US stadiums have since followed suit in dropping their prices.

A group of fans watching a game. Several are holding snacks and drinks
Concession prices are trending down in many stadiums, driving up sales

In other markets, things are a little different. Canada, for instance, has trended more toward introducing higher-end offerings like Asian-fusion snacks, premium burgers, seafood tacos, and other foods that go beyond typical ballpark fare, justifying high prices with corresponding quality.

Both these tactics signify a need for stadiums to respond to shifting demands of patrons by offering up new food. But just changing what’s on the menu isn’t going to do all the work of getting more food into more hands. To make the biggest impact, the menus themselves need to change as well.

One of the immediate benefits of switching to digital menus is that they’re just more enticing. Moving imagery catches the eye much better than static images ever could. You also get far brighter, far more colourful images with digital – again offering more visual appeal.

A group of people standing near a stadium concession area. Digital signage advertises what is for sale at the location
Digital displays’ vibrancy can help sell more concessions in stadiums

These are just the tip of the iceberg, though. Extensible digital signage software platforms can tie into the other systems a stadium uses throughout its facilities to serve up more relevant promotions.

For example, if the point-of-sale and inventory management software register that a particular item has sold out, the display can automatically update to remove the item from the visible menu. Or, if there’s a particular item available, like ice cream or coffee, that is typically more popular when the weather is a specific temperature, the menus can pull local weather information and trigger featured placements for those items when the conditions are right.

Whether there’s a menu overhaul in the works or a stadium is sticking with business as usual, the benefits of good digital signage will remain the same. It’s a virtual guarantee that they’ll drive more sales and help connect visitors with the goods they’re looking for.

Make merch fly off the shelves with dynamic advertising

Whether it’s the star player’s jersey, a favourite band’s tour t-shirt, or any of the other souvenirs people like to pick up, stadiums tend to have a lot of merch to move. The trick is to connect with the right customers, at the right time, and in the right way to get them to pull the trigger.

Digital signage has a lot of interesting tools to help make this happen.

During a game, for instance, a digital signage system in the merch store could tie into a stat feed from the current game. This could let the store’s screens automatically promote jerseys from the player who just scored, or who is racking up a huge number of points in the game, or who is shutting out the opposition.

A goalie for a professional hockey team making a tough save against the opposition
Dynamic ad delivery can celebrate great performances during or after a game

With concert merchandise, there’s likely less technically interesting work to be done, but digital displays throughout the venue can be used to display messaging that encourages concert-goers to visit their nearest merch store to pick up a shirt or souvenir. The number of appearances of this messaging in the content loop, or even the duration of the message remaining onscreen, could be made to increase around select times, like intermission or toward the end of the show. Little tweaks like these could help with prompting the audience to treat themselves to something when they leave their seats.

A nighttime concert scene. An incredibly bright light illuminates the crowd
Contextual digital signage ads harness the energy of the crowd to sell merch

Increase revenue with relevant digital out-of-home advertising

Stadiums are places of high emotion. People are out to have a good time, to share in the thrill of supporting the home team, or to spend a couple of hours being entertained by a favourite performer.

They’re in the perfect mood to be sold to, in other words. Better still, the nature of a given event will help stadium owners and the media buyers they work with to identify the demographics of the audiences that will be in the house.

Digital-out-of-home messaging is the ideal tool to employ to take full advantage of this opportunity. The high visibility of bright, colourful screens makes it likely that people will take notice of the ads they see, wherever they see them.

What’s more, the wide array of digital display formats makes DOOH a great fit for all sorts of environments. Large displays hanging over an archway, smaller displays on the walls, and even little screens above urinals can all deliver great opportunities to connect brands with their ideal customers. And, of course, there are the displays within the stadium itself: huge screens hanging above or standing to the side of the action, perimeter walls composed of digital displays that show advertising, etc. Screens like these pack an unmatched visual punch within the stadium environment.

A soccer team celebrating by the sideline. Ads for Coca Cola are running on the digital displays that run along the field's perimeter
Digital signage inside of stadiums has a big visual impact, and can provide a great revenue stream

Finally, leading DOOH content management systems automate the distribution of advertising ideal for appealing to audiences that will be in and around a stadium at any given time. Maximizing ad revenue is as easy as uploading creative and allowing the system to deliver the ads when and where they will produce the most value.

Help people get around more easily with interactive wayfinding

Sure, most venues will have helpful somebodies standing around to point lost visitors in a generally correct direction, but that doesn’t quite go far enough when navigating to the other side of a large, complicated complex.

Interactive displays scattered throughout a stadium, on the other hand, can do a great, thorough job of helping users find exactly what they’re looking for. The interface might offer users the ability to input section and seat numbers and receive turn-by-turn navigation instructions, or to receive similar assistance finding concession stands, merchandise stores, bathrooms, and other facilities.

When not in active use, these same screens can be put to additional purpose. They could display advertising, either for products available on-site or from sponsors of the event or team. Or, they could also display up-to-the-minute scores, or even a video feed from a performance from the main stage. Digital displays, including those meant to serve specific purposes, can easily be multifunctional, and great ways to generate extra revenue or enhance the customer experience as needed.

Want to generate more revenue for your stadium?

Request your free Broadsign demo to see how we can help!

Product News | October 11, 2021

Broadsign and Scope3 Partner to Advance Carbon Measurement in DOOH Advertising

Collaboration unlocks new DOOH campaign emissions insights for sustainability-minded media buyers, improves DOOH carbon footprint reporting

MONTREAL, March 5, 2025Broadsign and Scope3 today announced a partnership that sets the stage for more accurate, comprehensive carbon modeling of digital-out-of-home (DOOH) campaigns. As more brands seek to limit carbon emissions across their businesses, including marketing, the two companies have teamed up to expand the depth and precision of available DOOH emissions data.  

As a result of the collaboration thus far, agencies and brands leveraging Scope3’s carbon measurement platform can now access DOOH property and format emissions data for over 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2e per impression for DOOH screens by country and venue category. 

Scope3 users can view this data alongside similar insights from web, mobile, social, CTV, and other channels for more seamless carbon-conscious media planning and reporting. While DOOH is proven to augment omnichannel campaign performance, the data now available on Scope3’s platform also demonstrates its carbon efficiency on a per impression basis, reaffirming previous studies that illustrate the medium’s carbon-efficiency advantage over other channels. 

Key findings based on the data collected by Scope3 and Broadsign to date include:

  • DOOH is the lowest carbon-emitting marketing channel on a per/impression basis (in countries where DOOH benchmarks are available). 
  • The primary source of DOOH carbon emissions comes from the electricity that powers the screens. Key factors include operating hours, brightness settings, and the electricity grid mix.
  • Approximately 95% of Broadsign-contributed screens fall at or below the median emissions level, considering factors like country and venue category.
  • Opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimizing campaigns for time of day can help advertisers reduce emissions, as certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.

“There’s a preconceived notion that DOOH is a high-emitting channel, but the data tells a more accurate story that accounts for its unique nuances,” shared David Fischer, GM, Global Ad Tech Platforms, Scope3. “Broadsign’s expertise, insights, and extensive inventory data are helping us refine our DOOH carbon measurement modeling to shed more light on the medium’s impact. Agencies and brands that use Scope3 to inform omnichannel media strategies can now better understand DOOH’s emissions, and media owners can set their inventory apart by offering insight into the carbon footprint of their screens.”

“Scope3 is the ad industry standard for carbon measurement, so partnering with them in the interest of the broader ad industry was a natural next step,” explained Bryan Mongeau, CTO, Broadsign. “As companies look to implement more sustainable practices, reducing ad campaign emissions will be an area of increasing focus, and our collaboration with Scope3 provides a strong foundation to support this demand. It not only provides invaluable insights today but also paves the way for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity; we’re just getting started and have only begun to scratch the surface of what’s possible.”

Visit Scope3.com for more details and find out more about Broadsign’s journey to achieve carbon neutrality

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

Product News | October 11, 2021

Driving omnichannel success with DOOH: Insights from 1,050 brand lift studies

Virginie Chesnais, Chief Marketing Officer at Happydemics, explores the strategic role of DOOH in the media mix and its impact on campaign performance. Backed by extensive brand lift studies, this blog highlights how measurement helps drive better marketing outcomes.

Digital out-of-home (DOOH) advertising is reshaping the advertising landscape, blending the physical and digital worlds to deliver memorable brand experiences. While traditional out-of-home formats have always excelled in visibility, DOOH takes this to the next level by integrating data, dynamic creativity, and omnichannel synergies.

As a global solution for measuring advertising effectiveness across all online and offline media, including measuring the effectiveness of DOOH campaigns for companies like Broadsign, Happydemics delivers actionable, full-funnel metrics collected among targeted audiences, and offers one of the most comprehensive industry benchmarks to enable advertisers to compare to industry standards and optimize strategies.

With over 1,050 DOOH brand lift studies across 27 countries since 2022, we’ve seen firsthand how this medium enhances campaign performance. In this post, we’ll explore DOOH’s evolution, its strategic role in the media mix, and how marketers can leverage it to drive results at every stage of the funnel. We’ll also discuss how brand lift measurement helps demonstrate DOOH’s effectiveness, refine offerings, and deliver better outcomes across the board.

The evolution of DOOH: A must-have medium

Once viewed as a traditional and static format, DOOH has undergone a dramatic transformation. It has transformed the way we experience public spaces, blending cutting-edge technology with the pulse of urban life. Over the past decade, it has evolved into immersive displays that seamlessly integrate into our environments. No longer just an advertising medium, DOOH has become a storyteller, using motion, data, and real-time information to engage with us in the most relevant and meaningful ways. It now stands at the intersection of technology, creativity, and strategy, making it a vital part of omnichannel marketing. 

Why DOOH matters more than ever

  • From visibility to engagement: DOOH’s evolution from static billboards to dynamic, interactive formats has expanded its capabilities. Advertisers can now deliver real-time updates, location-specific messages, and interactive campaigns.
  • Shaping consumer behavior: Positioned in urban centers, transportation hubs, and retail environments, DOOH captures attention where people make decisions. This strategic placement bridges offline and online, influencing both immediate actions and long-term brand perceptions.

In today’s media-saturated world, DOOH excels at cutting through the noise. Its bold, large-scale visuals and dynamic content are not only eye-catching but also foster deeper emotional connections. As part of omnichannel strategies, DOOH strengthens cross-channel message consistency and creates seamless consumer journeys.

DOOH’s strategic role in omnichannel campaigns

DOOH is highly effective at showcasing creative content and enhancing ad perception compared to other media. Its large, dynamic formats are not only clearer and more engaging but also provide a strong platform for sophisticated brand image building.

The medium excels in delivering clear messages and shaping brand positioning, making it a powerful tool for highlighting key aspects of a brand’s identity. When integrated with other channels, DOOH becomes even more powerful at driving action—like purchases, inquiries, or recommendations—creating a compelling force for influencing consumer intent. Its visual dynamism, large-scale formats, and real-time adaptability make it effective across awareness, consideration, and conversion, solidifying its value for both brand building and consumer engagement.

This graph is based on the Happydemics benchmark, which includes 6,500 Brand Lift studies. The “+Xpts” value represents the performance difference from the benchmark, showcasing how this media surpasses the average of all other media for this specific KPI.

  • Upper section: DOOH performance by funnel phase compared to the average of all media.
  • Lower section: Best-performing media by funnel phase compared to the average of all media.

When integrated into a broader omnichannel strategy, the medium amplifies impact by working in synergy with other media channels. A successful multichannel approach relies on consistency and relevance, and DOOH strengthens this by extending reach and maximizing engagement.

It also pairs exceptionally well with digital channels. For example, combining DOOH with social media elevates brand visibility, with both channels reinforcing each other’s messages. DOOH enables the delivery of contextually relevant content to targeted audiences. After viewing a DOOH display, consumers are more likely to search for the brand or engage with mobile ads. This connection between the physical and digital worlds ensures that the brand message stays top-of-mind across all touchpoints.

During the consideration phase, DOOH continues to build on brand awareness, reinforcing messages and showcasing localized offers. Its flexibility allows for dynamic, contextually relevant content, ensuring ads remain timely, engaging, and persuasive, nudging audiences closer to decision-making.

Moving down the funnel, leveraging in-game advertising, where context is crucial, can further drive consumer intent. As part of a full-funnel strategy, DOOH works seamlessly with OOH, social media, and in-game ads to drive specific consumer actions. This combination ensures that every stage of the journey is optimized—whether building awareness, enhancing brand image, sparking curiosity, or driving conversion. With DOOH at the core, brands can create campaigns that deliver precise messaging and maximize impact at every stage.

Campaign types that benefit most from DOOH

  • Product launches: DOOH is particularly effective for showcasing new products, delivering high ad recall, and building awareness in saturated markets.
  • Seasonal promotions: Time-sensitive campaigns leverage DOOH’s flexibility to adapt messaging in real-time, ensuring maximum relevance.
  • Service-based industries: Our analysis shows that service brands see the highest ad recall uplift with DOOH, making it a top choice for industries like travel, finance, and healthcare.

Measurement: The key to optimizing the media mix

In today’s fragmented and competitive advertising landscape, measurement is essential for campaign success—especially in DOOH, which operates in diverse, high-saturation environments. With a 135%+ increase in DOOH measurement activations on the Happydemics platform from 2023 to 2024, the industry is increasingly recognizing measurement as a necessity. By comparing ad recall, brand preference, or purchase intent between exposed and control groups, advertisers can determine the true impact of their campaigns.

Making the medium work for you

With tools to measure uplift and track performance, brands can now optimize DOOH’s placement in campaigns and refine their media strategies to deliver greater impact. The lesson is clear: the key to success lies in working across the funnel, ensuring every medium contributes to a cohesive, high-performing campaign.

As the advertising landscape continues to evolve, DOOH will remain a must-have medium—not as a standalone solution, but as a vital piece of the omnichannel puzzle.

See OOH attribution in action! Check out our case studies here.

Product News | October 11, 2021

Retail media networks 101: What they are & why they matter

Imagine you’re a brand looking to engage shoppers at the exact moment they’re considering a purchase — or a retailer eager to turn first-party shopper data into new revenue streams. Retail media networks (RMNs) make both possible.

So, what is an RMN exactly? A retail media network is an advertising platform that allows retailers to sell ad space across their owned media channels — both onsite, offsite, and in-store — to brands looking to reach high-intent shoppers. This includes everything from sponsored search ads on retailer websites and apps to in-store digital displays and point-of-sale promotions. By leveraging first-party data, retailers can provide precise targeting while unlocking new monetization opportunities. And brands gain a highly effective way to reach shoppers at the point of purchase with relevant, data-driven ads.

In this article, we’ll break down what retail media is, how retail media networks work, and why they matter for both retailers and advertisers.

Jump to:

What is retail media? Understanding the bigger picture

While retail media and retail media networks (RMNs) are closely related, they aren’t the same thing. 

Retail media = any advertising within a retailer’s ecosystem.

This includes in-store advertising methods like digital signage, in-store radio, and point-of-sale promotions, as well as online strategies such as sponsored product listings and display ads on retailer websites and apps.

Retail media networks (RMNs) = the monetization platform behind retail media.

A retail media network is the formal system that allows retailers to sell ad space to brands. RMNs provide the infrastructure, data, and ad inventory that make retail media possible.

Retail media vs. commerce media

Retail media is also part of a larger digital advertising movement known as commerce media. While retail media focuses on advertising within a retailer’s ecosystem, commerce media extends that approach across the entire digital commerce landscape.

📌 Why this matters:

Commerce media connects the full shopper journey — allowing brands to reach consumers before, during, and after their purchases. As the retail media space evolves, many retailers are expanding their offerings to become full commerce media platforms, helping brands engage with shoppers across multiple digital environments.

Retailers are expanding across digital environments

Why retail media networks matter (Key benefits for retailers & advertisers)

Retail media networks are changing how brands and retailers connect with shoppers, creating highly targeted, data-driven advertising opportunities at the point of purchase. As brands shift more of their ad spend to retail media — with global retail media ad spend projected to surpass US$177 billion in 2025 — RMNs are emerging as one of the fastest-growing segments in digital advertising.

This rapid growth is reshaping the relationship between retailers and advertisers, offering new ways to leverage privacy-compliant data, optimize ad reach, and influence purchasing decisions in real-time. Here’s why RMNs are becoming a must-have strategy for both in 2025:

For retailers: A win-win opportunity

Retail media isn’t just about ads — it’s about smarter, more profitable retail. Here’s how retailers benefit:

  • Enhanced customer experience: Retail media doesn’t just benefit retailers and advertisers — it also improves the shopping journey for customers. Personalized promotions and targeted messaging shown on in-store displays help enhance the in-store retail experience, while well-placed online ads make it easier for shoppers to discover relevant products, access timely deals, and enjoy a more seamless path to purchase across both digital and physical retail environments.
  • Increased basket sizes: Well-timed messaging can influence last-minute purchasing decisions, prompting shoppers to add more to their carts. Strategically placed product promotions near checkout highlight relevant add-ons, limited-time offers, and value packs that might have otherwise gone unnoticed. By seamlessly integrating these prompts into the shopping journey, retailers can increase average order value and maximize sales opportunities.
  • New revenue streams: By selling ad space across their websites, apps, and in-store digital displays, retailers can generate high-margin advertising revenue — between 70% and 90%, according to BCG — alongside traditional product sales. Insights gleaned from their first-party shopper data make these (and any off-site) ad placements even more valuable, enabling brands to reach highly targeted audiences in a privacy-compliant way. As brands shift more ad spend to retail media, retailers that capitalize on this demand can drive significant new revenue while strengthening partnerships with advertisers.

READ ALSO: Learn how to influence add-to-cart moments with an in-store digital media channel, featuring strategies and key takeaways from our live webinar.

For brands: Reaching shoppers at the right moment

For advertisers, RMNs offer something digital ads often struggle with: direct access to ready-to-buy consumers. This allows brands to benefit from:

  • Higher purchase intent: Ads appear when shoppers are actively looking for products, making them more effective and increasing the likelihood of conversion.
  • Precision targeting with first-party data: RMNs provide privacy-compliant insights, helping brands serve more relevant ads and refine their audience strategies. 
  • Measurable ad performance: Unlike traditional ads, RMNs offer closed-loop measurement, so brands can track sales directly linked to their campaigns. 

READ ALSO: Get a better understanding of why in-store signage advertising belongs in every brand’s retail media strategy

As RMNs continue to grow, they’re proving to be a must-have for both retailers and brands looking to maximize revenue, improve customer engagement, and drive measurable results.

In-store advertising turns shopping into memorable experiences

How RMNs work: Key players & their roles (RMN ecosystem)

Retail media networks don’t operate in a vacuum. They rely on a collaborative ecosystem of key stakeholders — all working together to deliver relevant, data-driven advertising that benefits everyone involved. Here’s a quick overview of who’s involved and how RMN advertising works:

  • Retailers create and manage the RMN, selling ad space across their digital and physical stores.
  • Brands and advertisers purchase these placements to promote their products to high-intent shoppers at key moments in their purchase journey.
  • Technology providers enable automation, measurement, and optimization to ensure seamless ad delivery and performance tracking via retail media platforms, ensuring ads reach the right audience at the right time.

Retail media ad formats & real-world examples

As RMNs grow, brands have more opportunities to connect with high-intent shoppers at key moments. Whether through in-store digital displays, sponsored search ads, or off-site campaigns, retail media offers targeted, data-driven advertising that enhances the shopping experience while driving measurable results.

Types of retail media advertising

Retail media comes in a variety of ad formats, depending on where shoppers interact with the brand:

1. Digital retail media (on-site advertising)

Retailers monetize their websites and apps much like traditional publishers, offering brands premium ad placements where shoppers actively search and browse.

Key digital retail media formats include:

  • Sponsored search ads: Paid placements that appear when shoppers search for products.
  • Display ads: Banner ads on a retailer’s website or app, either promoting their own products or paid for by external brands.
  • Video ads: Short ads featured on product pages, retailer apps, or even live-streamed shopping events.
2. Off-site retail media (beyond retailer ecosystems)

Retailers extend ad reach beyond their owned properties, placing brand ads across third-party websites, social media, and programmatic networks — all powered by first-party shopper data.

Off-site retail media formats typically include:

  • Social media & programmatic advertising: Retailers use shopper data to target ads on platforms like Instagram and YouTube.
  • Retailer-driven display/video ads: Placed on external websites and apps but still leveraging retailer data.

For example, Target’s retail media network, Roundel, leverages the big-box retailer’s first-party shopper data to deliver highly targeted ads beyond Target’s owned properties. Brands can reach Target shoppers across third-party websites, social media, and programmatic networks, keeping engagement strong and driving traffic back to Target’s stores and digital channels.

📌 Key distinction from commerce media:

Off-site retail media is controlled and sold by a retailer — even though the ad appears elsewhere. Commerce media, on the other hand, is broader, allowing brands to use retailer data but not necessarily purchasing the ad space from the retailer itself.

3. In-store retail media

Forward-thinking retailers are transforming their physical stores into dynamic ad environments, giving brands the chance to engage shoppers and influence purchasing decisions at key moments in the buying journey. 

Common in-store retail media formats include:

Walmart’s in-store advertising solutions help brands stay top-of-mind by engaging shoppers at key moments in their journey. With a nationwide network of in-store TV screens, targeted self-checkout ads, and in-store audio placements, advertisers can seamlessly capture attention and drive influence where purchase decisions happen.

By integrating a strategic mix of retail media formats into their RMN, retailers can maximize advertising revenue while enhancing the customer shopping experience — whether online, in-store, or beyond. At the same time, brands gain valuable opportunities to stay top of mind and influence shoppers at key moments, from discovery to checkout.

READ ALSO: Learn how in-store and online retail media shape consumer shopping behavior and why multi-brand retailers can’t afford to overlook in-store digital marketing networks.

In-store retail media advertising can promote special offers to boost sales

As RMNs evolve, proven out-of-home (OOH) strategies like audience targeting, engagement, and measurement are driving the future of retail media — particularly through retail digital signage solutions that enhance in-store engagement and ad impact.

By integrating these solutions into a broader RMN strategy, retailers can unlock new revenue streams, enhance the shopping journey, and maximize the value of their first-party data. At the same time, brands gain a powerful way to connect with high-intent shoppers at the point of purchase. From sponsored search and display ads to in-store digital activations, retail media offers a highly targeted and measurable advertising channel that’s only continuing to grow.

Want to make the most of your retail media strategy?

Explore our latest RMN insights and best practices for building, scaling, and maximizing the impact of a retail media network — whether you’re a retailer monetizing your media assets or a brand investing in RMNs. 

Product News | October 11, 2021

How Silbö Telecom’s DOOH campaign drove a +263% lift in consideration with transit ads

Silbö Telecom, a Spanish telecommunications provider offering high-quality mobile, internet, and TV services, partnered with the Royal Spanish Football Federation (RFEF) as the main sponsor of Spain’s men’s and women’s national football teams.

To extend the reach of this partnership, Silbö launched its first programmatic digital out-of-home (pDOOH) campaign, strategically targeting audiences in major Spanish cities.

Objective

The campaign was designed to strengthen Silbö Telecom’s connection with football fans nationwide by amplifying the visibility of its sponsorship and promoting a new unlimited data offer before the Euro 2024 championship. Leveraging the impact of DOOH, the campaign aimed to boost awareness, improve brand perception, and inspire consideration.  

Strategy

MIO Group managed the campaign, leveraging Broadsign’s SSP and Adform’s DSP to access premium digital out-of-home inventory and enable precise targeting and programmatic delivery of Silbö Telecom’s messaging.

Digital screens were strategically activated in high-traffic venues like train stations and subways across Madrid, Barcelona, Málaga, Valencia, San Sebastián, Sevilla, and Zaragoza. This placement maximized visibility and repeated exposure among commuters and urban audiences, delivering the brand’s mission to deliver premium services with a “Smart Cost” approach.

Creative & Messaging

Silbö’s ads celebrated the brand’s partnership with Spain’s national football teams while promoting its new unlimited GB offer. The creative was tailored to each city to enhance relevance and local resonance. For example, ads in Seville read, “Experience the national team with unlimited GB. Hotter than Sevilla in the summer.” The visuals highlighted Silbö’s affordable yet premium offerings, capturing the excitement and pride surrounding the upcoming tournament.

Results

A brand lift study was conducted in partnership with Broadsign and Happydemics to measure the campaign’s impact on key brand metrics, including ad recall, brand image, and consideration. Audiences within a viewable area near the campaign screens were surveyed, with uplift measured by comparing responses from non-ad-recallers and ad-recallers.

Boost in brand interest

The campaign significantly increased interest in Silbö’s messaging, delivering a +288% uplift when comparing ad recallers to non-recallers. This underscores the campaign’s ability to captivate audiences and enhance brand relevance.

Powerful ad recall

The campaign achieved 3.28M impressions, with 54% of ad recallers reporting that they saw the ad multiple times, reinforcing Silbö’s messaging and driving higher recall rates.

Significant brand image uplift

Among ad recallers, there was an 833% uplift in respondents reporting a positive or very positive impression of Silbö, highlighting the campaign’s effectiveness in enhancing brand perception.

Increased consumer consideration

Delivering a +263% uplift in consideration, 43% of ad recallers indicated they would now consider signing up for Silbö Telecom’s services, highlighting the campaign’s ability to turn awareness into intent.

Want the campaign highlights? Check out the infographic below.