Month: October 2023

Product News | October 11, 2021

A Sure Bet: Maximizing your sports betting marketing strategy with out-of-home advertising

In the world of sports betting, scoring an advertising touchdown has never been more crucial. With the legalization of sports betting in over 34 U.S. states as of 2023 and revenue projections soaring into the billions, the industry is experiencing a massive surge with no signs of slowing down as more legislation gives it the green light. Last year, sports betting experienced the highest growth of all commercial gaming segments, with revenue up 75% to 7.5B year over year. Today, over 50 sportsbooks like Caesars, FanDuel, DraftKings and more are operating legally across the country, marking fierce competition for capturing the attention (and wallets) of sports and gaming enthusiasts. 

As the industry continues to grow, so will the need for brands and advertisers to scale their marketing strategies to make a splash among competing brands. If you’re gearing up to tackle your sports betting media strategy, especially ahead of the 2024 Big Game, out-of-home advertising offers a unique set of advantages that can significantly impact the success of your campaigns.

The power play of OOH advertising for sports betting

Some 30-second TV ads played during the 2023 Big Game sold for a whopping $7 million, up $500,000 from 2022 – and that number is expected to climb even further this year. One of the most-viewed and talked about sports betting ads was FanDuel’s Kick of Destiny, featuring tight end Rob Gronkowski, marking the sportsbook’s first-ever Big Game commercial. While FanDuel’s multimillion-dollar ad was definitely buzz-worthy, there are other channels sports betting advertisers can turn to to maximize their reach and budgets for major sporting events and beyond – like OOH.  In fact, sports betting companies DraftKings and FanDuel were among the top 100 out-of-home spenders in Q3 last year.

Following last year’s major American football event, the OAAA and Geopath sought to calculate what nearly $7 million could buy in the OOH space. Their research revealed that by investing $6.5 million in a Big Game ad, a brand could utilize OOH advertising to secure exposure in the top 50 U.S. markets. This would result in over 1 billion impressions, with an average reach of 84 percent and a frequency of 9.5 in 27 markets – all at an impressively low cost per thousand impressions (CPM) of $5.40. It’s a remarkable return on investment.

FanDuel’s sportsbook billboard drives awareness for its NFL partnership.

Drive awareness for betting and gaming platforms with attention-grabbing billboards 

When it comes to driving awareness for sports betting platforms, both new and well-established, OOH is the real MVP. According to OAAA and Harris Poll Rese data, 54% of U.S. adults in cities of 1M+ have noticed OOH ads for sports betting and gambling. Additionally, 62% of Americans who saw OOH ads for sports betting engaged in some way, like sharing information word-of-mouth and visiting websites. So, what makes the medium so effective in boosting awareness and interest in sports betting and gaming companies?

For one, OOH allows advertisers to broaden campaign reach in high-visibility locations while being as contextual as possible. For sports betting, this means reaching a relevant audience in areas like sports bars, stadiums, transit hubs, and other sports-related venues where enthusiasts gather. Placing ads at multiple touch points along the consumer journey ensures target audiences can engage with a brand as they move along their day, from commuting to work to grabbing a drink in a resto-bar with friends.

Additionally, activating ads in the physical world allows sports betting and gaming platforms to enable hyper-localized content, tailoring messaging to capitalize on local events, trends, or preferences. For example, a sports betting platform could activate local DOOH ads in the weeks leading up to a highly-anticipated football game to engage potential betters in the host city. Placing ads across billboards, transit and urban panels, sports bars, and more locations near the stadium can be a key way to reach a fervent fan base in that area.

BetMGM’s out-of-home ad promotes a special offer for new customers.

Increase player bets and engagement with contextual content

OOH ads often feature eye-catching and dynamic content that captures attention and encourages viewers to take action, especially when the content is interactive and provides a contextual experience. When DOOH ads are activated programmatically, sports betting and gaming advertisers can give real-time updates on site promotions, live odds, game results, and more – quickly updating creatives based on specific triggers. 

Advertisers can even optimize campaigns by switching messaging or pausing ads based on dayparting, like running ads when people are more likely to place a bet (Football Sunday, anyone?) This dynamic content keeps audiences engaged and informed, creating a sense of urgency to place bets. As new markets and states legalize the practice, attention-grabbing ads can quickly be activated to generate awareness and encourage action. Another popular approach is to display different ads based on the outcome of a game, switching campaign messaging based on goals and live game updates.

There are all sorts of interactive venue types advertisers can leverage to promote sports betting platforms. For example, activating ads on touch screens in sports bars and pubs allows patrons to place bets or access odds while watching games. Hosting live betting contests on in-house screens during halftime or commercial breaks keeps bargoers engaged in a contextual setting while increasing their chances of placing bets. Other interactive placements like kiosks and transit displays allow users to explore betting options, access tutorials, or place bets right at the location.

ELAN Media’s screen in Qatar displays real-time updates of the 2022 World Cup draw.

Complement small screens through omnichannel executions

While OOH advertising is impactful and effective on its own, integrating the medium into a broader omnichannel strategy can ensure your brand stands out across both digital and offline channels. Interactive DOOH ads create a fun and engaging experience for the audience. They can also be instrumental in connecting physical advertising efforts with the digital realm, providing a seamless and holistic brand experience. 

Aside from making your brand more visible to a wider audience, OOH sports betting executions also trigger online engagement. According to the OAAA, 47% of U.S. consumers who saw OOH ads for sports betting visited a website following ad exposure. Incorporating mobile integration into your OOH strategy with QR codes on ad creatives can lead users to mobile apps or betting sites for further engagement, encouraging audiences to place bets or access exclusive rewards and offers. 

WynnBET’s out-of-home ad directs viewers to place bets via its online sportsbook.

Sports betting advertisers can also ​​create a continued content experience from physical to online screens by retargeting audiences exposed to OOH ads on their mobile devices or other digital channels. Through device ID passback, audiences exposed to DOOH ads in a geofenced area can be retargeted via mobile and digital ads, increasing brand touchpoints throughout their journey. For example, a sports betting company can initiate a cross-channel retargeting campaign, collecting device IDs of OOH ad viewers and later serving personalized ads on their mobile devices, social media, and other digital channels. This data-driven strategy provides valuable user behaviour and preferences insights, enabling data-driven decision-making in future campaigns.

When it comes to sports betting advertising, it’s not just about visibility; it’s about engaging with your audience where they live and breathe sports. As the gaming and betting industry grows, so does the potential to reach audiences in new markets. And with the Big Game fast approaching, there’s never been a better time to drive awareness and action with OOH advertising that scores big.

Want to build an impactful sports betting OOH campaign?

Explore our curated audiences, inventory, and contextual locations in our Sports Betting Package!

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, 2025 –Broadsign 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.