Customizing advertising on Dooh is quite useful when there are special localization needs. This is evidenced by a campaign conducted in Spain by the large-scale retail chain Lidl with the contribution of the world’s leading adtech company The Trade Desk.

Lidl’s goal was to create a communication campaign that would entice food buyers to go to stores to stock up on products during the Christmas holidays. But Christmas in Spain is a culinary experience where each region has its own specialty. Thus, the large-scale retail chain opted for the development of a personalized DOOH campaign, together with The Trade Desk and the partners available on its platform.

Lidl was thus able to launch over 4,000 different creatives with regional offers and products, distributed according to the store, without having to create individual assets. And, being able to identify specific displays on which to “land” the different messages, it was also able to include in the promotional messages the distance from the nearest store where the product or specialty seen in the advertising message could be found.

The campaign was particularly successful, with an increase in sales of products with a cost per store visit that was 78% lower than the benchmark and a CPA (Cost Per Acquisition) that was reduced by 85%.

The campaign was also awarded at  the Bid Factor Awards (BFA) 2024, one of Europe’s leading events dedicated to programmatic advertising, for the “Best Use of Digital-Out-of-Home”.

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Presso Office The Trade Desk in Italy:
Purple&Noise PR