Dentsu Belgium has introduced audience targeting in outdoor advertising for its client Walibi Belgium, a renowned amusement park, using verified audience data and Vistar Media’s DOOH platform. To promote Walibi Halloween, Dentsu launched a data-driven Digital out-of-home campaign with precise audience targeting capabilities.
Audience targeting allows marketers to deliver specific ads to groups based on their behavior. While this technique has been common in digital advertising, Vistar Media has brought this capability to the out-of-home industry. For Walibi Belgium, families with children—a key audience—were effectively targeted using this method, as their behavioral data is often easy to trace back to a single user.
Hélène Bairiot, OOH Director at Dentsu Belgium, explained: “For a one-to-many medium like out-of-home, precise targeting is a significant challenge. Some advertisers require certainty about the location and timing of their target audience. By combining Vistar Media's technology and data, we can run data-driven campaigns within the OOH ecosystem, creating more effective campaigns for our brands.”
The audience data for this campaign was enabled through an international partnership between data provider Adsquare and Vistar Media. Adsquare analyzes mobile data to determine where and when target groups are most active. This data is then layered onto the locations of nearby DOOH displays across media owners connected to the Vistar Media platform.
Through this innovative approach, Dentsu Belgium was able to deliver highly targeted and impactful messaging for Walibi Belgium, demonstrating the effectiveness of audience targeting in the OOH space.
