WallDecaux

Berlin Pools Display Live Occupancy on Programmatic DOOH

Berliner Bäder-Betriebe (BBB) launched a programmatic digital out-of-home (pDOOH) campaign in Berlin that shows the three nearest summer pools and their real-time occupancy on 82 digital screens across the city. The campaign was implemented jointly with the creative agency glow and outdoor advertising specialist WallDecaux. It uses location data, live occupancy figures from the BBB, weather triggers and Dynamic Creative Optimization (DCO) to drive programmatic, context-aware ad delivery. The occupancy indicator was previously available only on the BBB website and is now exposed in public spaces to help residents find available pool capacity and ticket information.

Retail Media and DOOH: Potential, Few Plan Jointly

Andreas Knorr, Director Marketing at WallDecaux, argues that while the technical and data prerequisites to integrate Digital Out‑of‑Home (DOOH) and Retail Media are now in place, strategic, organisational and measurement gaps keep the channels planned and bought separately. He calls for common planning standards, unified booking/workflow platforms, shared budget logic and combined measurement frameworks that connect brand KPIs with sales uplift. Knorr stresses the barriers are largely organisational — not technological — citing fragmentation across planning and booking systems, ad servers and budget silos that force manual campaign orchestration. He points to UK examples where Tesco and JCDecaux link DOOH deliveries to transaction data to generate robust effectiveness evidence and urges advertiser‑led joint pilots and cross‑industry measurement architectures to scale integration into standard media planning practice.