As we dive deeper into 2024, digital out-of-home (DOOH) advertising continues to evolve, pushing the boundaries of creativity and innovation across the EMEA region. From dynamic content that updates in real-time to hyper-targeted campaigns that connect with audiences in meaningful ways, brands are leveraging the full power of DOOH to deliver bold, memorable experiences.
In this blog, we spotlight the most captivating and impactful DOOH campaigns of the year. These standout ads showcase how brands are using data-driven strategies, immersive visuals, and location-based targeting to engage consumers in ways that are more relevant and timely than ever before. Whether it’s celebrating sports victories or creating spine-tingling moments in unexpected places, these campaigns demonstrate the unmatched potential of DOOH to leave a lasting impression.
Let’s take a look at the boldest and brightest DOOH ads making waves in 2024 across the EMEA region.
HBO Max: House of the Dragon S2 (Netherlands)
The long-awaited House of the Dragon season 2 has set the world abuzz with anticipation. The legendary series captivated millions globally, drawing nearly 10 million viewers for season 1's premiere in the U.S. alone (TheWrap). To promote this highly anticipated return, PHD Media Netherlands executed a targeted campaign, leveraging high-visibility DOOH advertising to reinforce HBO Max as the premier streaming platform for House of the Dragon.
The campaign strategically targeted high-traffic areas in Amsterdam, Rotterdam and Utrecht during peak hours to maximise awareness of the new release. In addition to choosing these areas for their high foot traffic, the campaign selectively ran ads from 7 AM to 11 PM daily. This strategic use of programmatic technology allowed HBO to run its messaging during peak hours, maximizing impact and minimising wasted budget.
Starbucks Chilled (UK)
To promote their campaign in the UK for Starbucks Chilled, Starbucks used DOOH as their medium of choice. In collaboration with Vistar Media, their in-house team independently planned, purchased and optimised a highly effective DOOH campaign. Leveraging trusted data analysis, Circana identified prime locations within the catchment areas of selected supermarkets. This data-driven approach ensured that Starbucks Chilled ads reached the right audience in high-traffic locations, resulting in 13% increase in product sales.
McDonald's: EURO 2024
In collaboration with OMD Schweiz AG, APG, Goldbach Neo, and Drop8, McDonald’s executed a pioneering cross-media dynamic creative campaign during EURO 2024. The campaign aimed to create an engaging advertising experience for Swiss football fans by featuring real-time match updates and enticing offers. Ads were dynamically updated to reflect live match scores and exclusive promotions, providing a unique, real-time connection with the audience.
The dynamic ads were displayed in high-traffic locations such as Zurich HB and Lausanne-Gare stations, as well as on premium street and public transport screens. The campaign achieved high engagement through its dynamic updates and real-time content adjustments, demonstrating the innovative potential of DCO strategies in outdoor advertising.
BMW (Sweden)
BMW aimed to drive sales of a specific model through a targeted programmatic DOOH campaign focusing on proximity to dealerships. The campaign targeted audiences within a defined radius around BMW dealerships, leveraging the channel to maximise relevance and impact. Both brand uplift studies and footfall measurements indicated substantial increases in brand perception and physical dealership visits.
Biltema (Norway)
Biltema, the beloved DIY warehouse chain in Norway, has taken a giant leap forward in boosting store traffic through a savvy programmatic DOOH campaign. Partnering with Precis Digital, Vistar Media, JCDecaux and Spotzi, Biltema crafted a campaign focused on attracting potential customers within a 15-minute driving radius of its 26 locations. Precis Digital harnessed Biltema’s consumer data to create pinpoint geofencing, ensuring ads reached the most relevant audience. Spotzi’s advanced foot traffic attribution studies were employed to measure the campaign's impact, comparing store traffic data before and during the campaign. The initiative’s strategic targeting and measurement led to a remarkable 27% increase in foot traffic.
United international Pictures: The Exorcist (Norway)
When it comes to unforgettable experiences, Matterkind Norway’s programmatic DOOH campaign for the theatrical release of “The Exorcist: Believer” set a new standard. Executed on behalf of United International Pictures Norway, this spine-chilling campaign took over a subway station, using the eerie nighttime atmosphere to create an immersive horror experience. At exactly 8 pm, commuters were startled by the haunting image of a possessed girl displayed on digital screens throughout the subway station. This chilling activation drew commuters into a memorable and engaging encounter. The campaign exemplifies how innovative use of DOOH technology can create lasting impressions and drive robust audience engagement.
Samsung (BENELUX)
Samsung NL made a splash during the 2024 Olympics by focusing on the 3x3 men’s basketball team. Their ShotControl campaign used real-time data to activate content instantly upon Dutch victories. Dynamic content was placed in key locations to celebrate Dutch basketball success, generating real-time updates and national pride. Samsung’s timely and relevant messaging reinforced their commitment to innovation and sports marketing, effectively connecting with consumers during the Olympics.
Gall & Gall (Netherlands)
Gall & Gall tapped into the spirit of summer with a clever DOOH campaign, utilising weather forecasts to enhance brand visibility during the season. The campaign was executed in two distinct phases:
- Awareness Flight: For two weeks, Gall & Gall ads appeared on digital screens around their stores, featuring the campaign slogan “Enjoy your summer with Gall & Gall” (or in Dutch, “Geniet van je zomer met Gall & Gall”). This phase aimed to generate broad awareness and reach potential customers during their summer planning.
- Contextual Flight: This phase activated ads based on real-time weather conditions. When sunny weather was forecasted, Gall & Gall ads were tailored to promote specific products suitable for summer activities. For example, ads featured barbecue wine promotions in areas with private gardens and bag-in-box wine offers for urban settings, where people might enjoy parks.
The campaign effectively increased Gall & Gall’s brand presence at key moments when consumers were planning their summer activities, ensuring the brand remained top of mind for enjoyable summer occasions.
Looking for more DOOH inspiration? Check out our creative showcase, or get in touch today! Contact us at emea-sales@vistarmedia.com
