However, creating the “wow effect” requires technical solutions capable of delivering it. Technologies such as Content Management Systems (CMS) combined with imagination make the possibilities (almost) limitless thanks to the capability of broadcasting high-quality content. If an advertising campaign aims to be unforgettable, it must be tailored to the brand’s unique goals, whether it’s increasing foot traffic, enhancing brand recognition, or driving users to a messaging platform.

 

 

Let’s inspire you to implement visual innovations. In this article, we present 7 examples of digital out-of-home advertising that demonstrate how various brands have used DOOH. Some campaigns provoke thought and evoke emotions, while others leave a vivid impression—these examples will show you the true power of digital out-of-home advertising (DOOH, sometimes referred to as Programmatic DOOH).

 

 

1. NBA: Live playoff broadcasts without SMS or registration

 

For the 75th playoff series anniversary, the NBA launched an advertising campaign on digital displays across the U.S. to attract both current fans and new audiences. The advertiser used dynamic, adaptive creatives for advertising in various cities, including countdowns to local games, real-time scores, and even live fan tweets. As a result, the NBA increased audience engagement by 25%, and brand recognition grew by 7%, bringing in several million new viewers.

 

 

What’s great about this case?

 

Automation triumph: Using dynamic creatives made the campaign highly personalized with just one advertising template. The rest was handled by a programmatic DOOH DSP platform, which scaled the campaign nationally with minimal effort.

 

 

Parallel action: The NBA synchronized outdoor ad broadcasts with social media posts for short updates—it was impossible to miss when a “ball interception” was broadcasted “both here and there.”

 

 

Turning passive into active: By featuring fan tweets on screens, the NBA “stirred up” viewers and turned passive content consumption into active engagement with the CMS.

2. DoorDash: Catching up and surpassing the audience

 

DoorDash, a local delivery platform, has always been known for its innovative marketing approach. In this digital out-of-home (DOOH) campaign, the brand utilized all the advantages of DOOH to make their campaign unique and effective. With messages directed specifically at their audience, they increased courier registration applications by 6%. The campaign also boosted interest in working at DoorDash by 22%.

 

 

What’s great about this case?

 

Adaptation triumph: DoorDash optimized creatives for different target audience segments in real-time, increasing reach in low-performance areas and ensuring their message reached those who needed it.

 

 

Boosting interest: By combining digital posters and videos, the developers created almost personalized appeals to the audience, highlighting the ease, speed, and earning potential in their app.

 

 

Context is key: Instead of placing ads on a few large screens, DoorDash launched its programmatic ads, expanding reach and appearing in locations that were of interest to their brand. Using billboard software, the company managed the campaign on screens located in the most relevant areas.

 

 

Offline to online: DoorDash combined out-of-home advertising with an online campaign by launching a targeted ad campaign aimed at users who had already interacted with their messages on screens via the digital billboard player. Thanks to integration with the digital billboard player, the messages were synchronized and transmitted in real-time.

3. Mad Mex: Break the rules!

 

Mad Mex, an Australian chain of Mexican restaurants, wanted to attract hungry customers with ads that were as fresh and hot as their menu. The brand launched a DOOH campaign based on their sales statistics. The goal was to find their audience throughout the day, appearing in malls, grocery stores, on the streets, and in city media formats across Australia. By the end of the campaign, 2.9 million consumers were reached, and Mad Mex’s sales increased by 9%.

 

 

What’s great about this case?

 

Data-driven precision: To reach their target audience, the brand used their own offline sales data to activate ads at the right time and place where their audience was, using DOOH software.

 

 

Variety of formats: Thanks to the benefits of programmatic targeting, Mad Mex utilized thousands of indoor and outdoor screens across Australia, expanding campaign reach and appearing where it was needed at that moment. This became a true example of Digital Out Of Home (DOOH) efficiency in contextual targeting.

 

 

Target within reach: A highlight of their targeting strategy was placing ads within a 1 km radius of Mad Mex restaurants.

 

 

Audience-driven creativity: Messages in each ad were created based on the restaurant’s monthly reports. The ad designs changed depending on factors that attracted visitors to each specific restaurant, whether it was taste, health benefits, or the balance of calories, proteins, fats, and carbohydrates, with video ads helping maximize engagement with the audience.

 

 

4. Guinness: The official winter beer

 

Guinness launched a DOOH campaign in Australia with the goal of establishing its drink as the ultimate “winter beer.” In this campaign, called “Guinness Weather Brewery,” real-time weather triggers and intelligent geolocation targeting were used to display Guinness ads just when the target audience felt that “winter is coming.” The results? Increased sales, more visits, and higher revenue, as Guinness became the top drink during the colder months.

 

 

What’s great about this case?

 

A winter tale: By creating an association between their brand and winter, Guinness made winter synonymous with Guinness and strengthened the appeal of their brand.

 

 

Weather magic: Using weather triggers in the ads, Guinness reminded people of itself every time Australians were ready to give anything for a bottle of delicious beer.

 

 

Target within reach: By choosing ad screens near pubs that sold Guinness, the campaign ensured the message hit the target and brought the customer straight to the bar, where a winter warmer awaited them.

 

 

Impressive results: The campaign not only grabbed attention but “guided” the customer to the goal, ensuring a significant increase in visits and sales through DOOH networks.

5. Rain-X: Weather marketing

 

A similar case occurred in a completely different niche: Rain-X launched a campaign aimed at increasing sales during moments of critical need for their product. Instead of showing drivers the standard “buy, please buy” ads, they appeared on the scene when the rain began. As soon as the weather worsened, Rain-X ads harmoniously and timely appeared on outdoor screens.

 

 

What’s great about this case?

 

Weather magic: Rain-X used weather triggers to perfectly synchronize their ads with changing weather conditions, showcasing mastery in being at the right place at the right time.

 

 

Precise targeting: Rain-X hit the bullseye by using analytical data to reach their audience.

 

 

Target nearby: Placing ads near Rain-X stores increased foot traffic and encouraged customers to purchase the ClearView rain repellent, thanks to a centralized video management system that allowed real-time control of ad placement.

 

 

6. Nike Air Max: Creating a magical moment

 

Nike’s innovative 3D video on a billboard in Tokyo captivated audiences worldwide. The periodic display of an opening shoebox, from which various Air Max sneaker designs emerged, grabbed the attention not only of the Japanese capital but also global viewers. Nike once again proved its ability not only to attract consumers but also to entertain them.

 

 

What’s great about this case?

 

Captivating graphics: Using 3D technology, Nike created incredibly engaging graphics that immediately grabbed and held viewers’ attention.

 

 

Surprise effect: The opening of the shoebox created anticipation, making viewers eager to see each new Air Max design. This element of mystery drew attention and sparked discussions both online and offline.

 

 

Global reach: Although Nike’s 3D video was shown in Tokyo, it quickly captured worldwide attention. The video went viral on social media, turning the outdoor advertising campaign into a global online trend.

 

7. Betterment: The best way to invest

 

Betterment, an online investing app, realized it was losing potential users at the early stages of their financial journey. To address this, they launched a programmatic DOOH campaign. This innovative approach allowed Betterment to “catch” their target audience under 30 years old at the places and times they frequented throughout the day. The results were impressive: brand recognition increased by 65%, and the number of account applications grew by 117%.

 

 

What’s great about this case?

 

Geolocation is key: Using location data, Betterment was able to select the best screens located in popular spots for their target audience and reach potential clients at the right moment.

 

 

Offline to online: The next step for Betterment was online remarketing to the audience that had interacted with their outdoor ads.

 

 

A blend of automation and personalization: Betterment’s campaign stood out for its flexibility, thanks to dynamic creatives that allowed for real-time adjustments to the ad messages based on events, such as the Super Bowl or national holidays.

 

 

Conclusions

 

As the outdoor advertising industry evolves, brands are finding increasingly sophisticated ways to appear attractive to consumers. These DOOH campaign examples prove the effectiveness and potential of technology, offering valuable insights and solutions for strategic marketers.

 

 

10 key takeaways:

 

1. Large-scale personalization: Use dynamic creatives and analytical data to create personalized ad messages tailored to the individual preferences and behaviors of your target audience.

 

 

2. Strategic location targeting: Use geotargeting to reach the right audience in the right place, increasing engagement and effectiveness.

 

 

3. Real-time adaptation: Optimize the campaign in real time to adjust ad messaging and targeting based on audience behavior.

 

 

4. Cross-channel integration: Synchronize the outdoor advertising campaign with other marketing channels, such as online or radio, to increase reach.

 

 

5. Data analytics: Use data analysis to develop targeting strategies and optimize campaigns, enhancing the effectiveness of outdoor advertising.

 

 

6. Showing is nothing, engagement is everything: Use interactive features like real-time tweets or live updates to stimulate audience reactions.

 

 

7. Event awareness: Be flexible and consider cultural trends and events when developing campaigns to evoke active audience responses.

 

 

8. Diverse formats: Launch campaigns across different screens and at multiple brand interaction points to reach various audience segments and boost brand awareness.

 

 

9. Weather helps: Use weather triggers to display ads at the right time and place, considering weather conditions.

 

 

10. Empowering and building connection: Engage the audience by giving them opportunities to participate in the campaign, enhancing engagement and brand loyalty.

 

 

We hope we’ve inspired you to create creative advertising campaigns, and perhaps in the near future, the whole world will learn about them, and we will write about it in our blog.


Advision is a Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our own software and hardware solutions.

 

 

Contact us, and we will help you implement the most modern technologies to solve your problems!