DOOH is also capturing an ever-larger share of the digital advertising market in Hungary, and at the same time, the boundary between digital and out-of-home channels is becoming increasingly blurred. Programmatic technology makes it possible to plan and measure out-of-home campaigns in a data-driven way.

In Drivello’s brand launch campaign, our aim was precisely to demonstrate how programmatic DOOH can be used with the same data-driven logic as ‘traditional’ digital media channels.

The campaign ran on indoor displays in Hungarian shopping centres and premium fitness centres, using a programmatic buying model, dCPM-based billing and transparent reporting.

The campaign was implemented via the IKOutdoor portfolio, which, thanks to the seamless integration of Adform and Broadsign, enabled the centralised management and measurement of DOOH inventory.

One key lesson from the project is that programmatic DOOH (pDOOH) can be effectively integrated into an omnichannel media mix if the same measurement and optimisation frameworks are applied as for digital campaigns.

The case study in English is available here.