Observed Signal · Aug 12, 2026 · Campaign Launch · Source: Meedia · Impact: 2/5 · Sentiment: Positive
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.
Demonstrates practical use of first-party live service data, programmatic DOOH and DCO to deliver context-aware, location-triggered creative — a useful case for DOOH adoption but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Berliner Bäder-Betriebe (BBB) launched a programmatic DOOH campaign showing live pool occupancy.
- The campaign runs on 82 digital screens across Berlin and displays the three nearest summer pools and their current occupancy.
- The campaign was developed and implemented with the agency glow and outdoor advertising specialist WallDecaux.
- Ad delivery is programmatic and driven by location data, live occupancy figures, weather triggers and Dynamic Creative Optimization (DCO).
- The occupancy indicator (Auslastungsampel) previously existed only on the BBB website and is now shown in public via DOOH.
Connected Companies & Entities
2 Entities mapped“The campaign was implemented jointly with the agency glow and outdoor advertising specialist WallDecaux.”
“MEEDIA reports on the multi-billion-euro intersection where media and brands meet.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Urban Sports Club B2B Campaign Mixes DOOH, Native, Display
Urban Sports Club, a corporate fitness platform, aimed to boost brand awareness among business decision-makers in Cologne, Germany. Partnering with StackAdapt, they executed a programmatic campaign combining Digital Out-of-Home (DOOH), native, and display advertising. The strategy targeted executives commuting through office districts, using DOOH screens within a 100-meter radius of selected companies' offices during peak hours. Device IDs from DOOH impressions were then used for retargeting via native and display. The campaign achieved 9.83 million impressions (4.98 million from DOOH, 4.85 million from native/display), a 50% increase in website traffic, a 50% rise in keyword searches, and a 50% higher click-through volume. The average DOOH CPM was 15.99 euros. Measurement was supported by ABM Lead Forensics, allowing real-time tracking of target company engagement. Urban Sports Club and StackAdapt plan to replicate this approach in other German cities and potentially other countries.
PoolOne and AWK form partnership in OOH market
PoolOne (PoolOne Giant Media GmbH) announced a cooperation with AWK to expand its network and strengthen market presence, particularly across large-format Out-of-Home (OOH) media. Markus Stahmer, Managing Director of PoolOne, says Digital Out-of-Home (DOOH) is an opportunity rather than a threat, notes the company has more than 200 large-format sites, and reports ongoing growth including a recent competitor acquisition. Stahmer also calls for industry-wide standards on labelling AI-generated creative assets and highlights interactive OOH formats (e.g., 'scratch and sniff') and premium static placements as core trends amid stable permitting conditions in German cities.
Stiegl runs real-time DOOH campaign for World Cup fans
Stiegl, together with media agency Media1 and Azerion Austria, ran a dynamic Digital Out-of-Home (DOOH) campaign around the 2026 FIFA World Cup. Between 15 and 28 June the campaign displayed countdowns, live scores and final results in real time across 47 screens in Vienna and Salzburg, claiming roughly 11 million contacts. Creative assets were implemented as HTML5 and automated with Dynamic Creative Optimization (DCO) so live triggers updated content without manual intervention. Locations included ÖBB Werbung screens for commuters and SES Spar European Shopping Centers (e.g., Europark and Forum 1) in shopping malls. Azerion Austria stated its network exceeds 5,300 digital screens and claims a 64.3% reach of Austrians aged 14–75. The case demonstrates the feasibility of synchronizing content and advertising on DOOH inventory at scale and echoes earlier examples such as Deutsche Telekom’s Tor-Alarm with Ströer.
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