Breaking Geographic And Cultural Barriers With DOOH

Overview:

Vistarmedia collaborated with:

• lastminute.com: World-renowned travel agency
• ProDOOH: Programmatic campaign specialist

Objectives

The campaign aimed to promote lastminute.com's product (staying in the Mexican Caribbean resort) simultaneously in nine European countries through a borderless approach. By breaking language barriers and targeting diverse audiences in various cities with programmatic Out-Of-Home (OOH) advertising, the campaign sought to reach a specific number of impressions (CPM) while maintaining a qualitative and relevant message throughout.

Strategy

Targeting:

Nine European countries were selected: Germany, Belgium, Denmark, Spain, Finland,France, Norway, the Netherlands, and Sweden.

Detailed segmentation:

Identifying the target audiences in different locations using Vistar Media’s audience groups in each area which are based on age, gender, shopping habits,etc. This precise segmentation enabled the delivery of targeted messages to specific audiences through POI targeting.

Strategic screen selection:

High impact screens in major cities within each country were chosen to maximize visibility and impact.

Consistent and relevant messaging:

Specific advertising messages were crafted and tailored to the cultural and linguistic preferences of each region and displayed at the right screens.

Results:

• The campaign achieved a remarkable number of impressions, surpassing the original goal by 36%.
• Despite the campaign’s extensive scale, it achieved 23.16% lower CPM, representing a remarkable reduction compared to the initial goal.