Vistar Media Exec Shares Three Levers for pDOOH Performance

Annelijne Brouwer, Data Strategy Manager EMEA at Vistar Media, outlines three critical success factors for programmatic DOOH (pDOOH) campaigns: timing, creative alignment, and omnichannel integration. She highlights that timing is the strongest lever, citing a campaign for Otriven that used symptom-based targeting and real-time weather triggers, achieving up to 23% higher product awareness. The article emphasizes the importance of concise creative messaging due to limited attention spans, and notes that motion in OOH creative increases brand recall. Finally, Brouwer stresses the need to integrate pDOOH across channels, where OOH boosts search ROI by 40% and drives smartphone actions. The piece also references Vistar's 'Science in Motion' study with Omnicom Media and JCDecaux.