Observed Signal · Sep 17, 2026 · Campaign Case Study · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Programmatic Advertising / DOOH Market: 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.
Shows effective integration of DOOH with programmatic and ABM tactics, potentially influencing B2B marketing strategies.
Key Takeaways & Evidence Grounding
- Urban Sports Club and StackAdapt launched a combined DOOH, native, and display campaign targeting B2B decision-makers in Cologne.
- Campaign generated 9.83 million total impressions: 4.98 million from DOOH and 4.85 million from native/display.
- DOOH ads were placed on 225 screens within 100 meters of target companies' offices, running weekdays from 7-11 AM and 5-8 PM.
- The campaign led to a 50% increase in website traffic, keyword searches, and click-through volume.
- Average DOOH CPM was 15.99 euros; ABM Lead Forensics was used for real-time measurement of target company interactions.
Connected Companies & Entities
2 Entities mappedStackAdapt
Omnichannel DSP for programmatic advertising, email, data activation, and measurement.
“Partner im Bunde war Stackadapt....”
WallDecaux
German OOH media owner selling premium urban advertising inventory.
“Zum Einsatz kamen Premium-Werbeflächen von DOOH-Anbietern wie HYGH und WallDecaux....”
Ontology Mapping & Concepts
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