ECN, Europe’s leading workplace media communication specialist, announces the first ever programmatic DOOH campaign had been displayed across its German workplace network in the major cities of Frankfurt, Dusseldorf and Hamburg.

The objective of the programmatic campaign was to increase awareness of foodora’s Pick-Up feature and German office professionals were identified as a key target audience.

ECN’s partners – Outmoove (DSP) and Broadsign, combined to deliver the combination of automated bidding and creative data triggers including:

Weather data: When it was raining, the campaign promoted delivery; when it was sunny, the campaign promoted Pick-Up.

Time of day: Campaign messaging changed to promote a quick lunch, an afternoon pick-me-up or a handy dinner depending on the time of day.

Location: Some of the ads were customized based on restaurants in the vicinity, encouraging customers to pick up at one nearby.

Screen location was also used to trigger online and mobile campaigns. Using longitude and latitude data, those near a campaign screen were served an ad on their mobile phone to increase campaign reach and frequency.

While foodora does have an internal team specialized in out-of-home, the programmatic team was able to bid on and execute their digital out-of-home campaign independently and without previous knowledge of the medium. 

Mufadal Jiwaji, programmatic lead at foodora, commented:

“We have been eyeing programmatic digital out-of-home for a while now, and we are so pleased that we finally added this channel to our media campaign. The targeting options available enabled us to reach our intended audience, and the data integrations allowed us to add valuable context to our messaging. Overall, we’re pleased with the campaign and are looking forward to including digital out-of-home in our future plans.”

Daniel Wunsch, International Networks Director – ECN, commented:

“ECN is delighted to have partnered with foodora, OutMoove and Broadsign in order to facilitate this smart ads campaign. The multi-screen technology solution provided by ECN and foodora’s partners proves the true power of DOOH workplace media in Germany, and we look forward to replicating this success into the future.”

The end result of the programmatic campaign was a highly targeted and relevant messaging to German office professionals. Serving 107,000 ads and reaching a million impressions, foodora’s multi-channel programmatic campaign was a big success.