In an increasingly digitalized world, out-of-home (OOH) marketing remains an indispensable medium for effectively reaching people in their everyday lives. The real estate and property management company Dydo has used the potential of digital outdoor advertising to increase its visibility in the Steglitz district of Berlin in a targeted manner. With a targeted programmatic OOH campaign on digital City Light posters, Dydo not only strengthened its local presence, but also achieved considerable reach. It is particularly noteworthy that the campaign was not only aimed at increasing brand awareness, but also at attracting potential new employees to Dydo. This best case study highlights the strategy, results and success factors of this programmatic campaign.
Overview of the campaign
⦁ Client: Dydo Immobilien & Hausverwaltung, Berlin, Schloßstraße 116
⦁ Campaign period: 8 days (30.09. – 12.10.2024), Mondays, Wednesdays, Fridays and Saturdays from 10 a.m. to 7 p.m.
⦁ Number of screens: 10 strategically selected digital city light posters
⦁ Location: Schloßstraße in Berlin-Steglitz
⦁ Spot duration and format: 10 seconds, 1080 x 1920 px
Aim of the campaign
The campaign had several objectives: Firstly, it was intended to raise awareness of Dydo Immobilien & Hausverwaltung in the immediate area and target potential customers. At the same time, an important focus was on addressing passers-by in Steglitz who could be potential new employees to strengthen the Dydo team. The programmatic approach enabled flexible and precise control of the advertising.
Strategic planning and choice of location
The location of the campaign was a decisive factor. Schloßstraße in Berlin-Steglitz, a busy shopping and business street with a high volume of pedestrians and traffic, offered ideal conditions. The choice to use only 10 digital screens in close proximity to the Dydo office ensured optimal visibility and targeted potential customers and applicants in the immediate vicinity. This targeted selection enabled Dydo to make efficient use of the budget of just €10,000 and achieve maximum local reach.
Results
⦁ Number of repetitions: 33,393
⦁ Impressions achieved: 465,326
With over 33,000 repetitions and almost half a million impressions, the campaign achieved impressive visibility. The high frequency on specific days and the limited times increased the impact of the campaign and ensured that the advertising message was concentrated.
Success factors
1. Geographical precision: Dydo selected the digital City Light Posters according to the following criteria: Location and proximity to Dydo headquarters, visibility of the digital screen to pedestrians and motorists, and frequency at the location, focusing on agglomerations based on supermarkets and bus stations. By limiting the campaign to 10 strategically selected screens in the immediate vicinity, the campaign could be placed particularly effectively in an area with high relevance for the target group.
2. Time limitation: The decision to run the ad only on specific days and at specific times (10am-7pm) resulted in higher visibility and relevance during peak hours when there are many passers-by on Schloßstraße. In addition, the strategic programming ensured that the budget was not used for playout at irrelevant times. Conversely, the budget was only used at relevant times and then with increased playout frequency. As a result, this digital out-of-home advertising benefitted greatly from increased advertising pressure during relevant periods thanks to programmatic planning.
3. Programmatic flexibility: Normally, the digital City Light Posters can only be booked in larger networks. However, the programmatic approach made it possible to customize the campaign and only use the screens that would best appeal to the target group. This flexibility led to the best possible use of the budget and a targeted approach to the desired target group.
Conclusion
The programmatic digital out-of-home campaign by Dydo Immobilien & Hausverwaltung in Berlin impressively demonstrates how digital out-of-home advertising can be used effectively to increase local brand awareness and reach new target groups. The opportunity to address not only potential customers but also new employees directly via this campaign was particularly valuable for Dydo. The precise selection of screens and exact timing ensured impressive reach and visibility. This best case study illustrates the potential of programmatic digital out-of-home campaigns for local companies that want to reach their target groups exactly where they are. Dydo serves as an inspiring example for companies that want to strengthen their marketing strategy through digital out-of-home advertising, both for reaching customers and for targeted recruitment.
