92,000
people saw the advertisement
3
key locations in Prague
(Kotva, Kačerov, and Anděl)
Campaign objective
To get Bauhaus on digital outdoor advertising space in Prague
BAUHAUS, a well-known retail chain, has relied on its creative advertising campaigns with Czech actor Vojta Kotek for several years. Although these advertisements were traditionally presented online, in the autumn of 2023, Business Factory decided to expand BAUHAUS reach through digital outdoor spaces in Prague.
OUR SOLUTION
Offline and online conversion campaigns
In the context of increasing saturation of the online advertising space and rising digital advertising costs, BAUHAUS felt the need to diversify its marketing channels and increase its presence in the offline environment. Although online campaigns were delivering results, BAUHAUS was looking for a way to effectively reach its target group outside of traditional online platforms. The key objective was not only to engage Prague residents in strategic locations, but also to optimise advertising costs and get measurable results from offline campaigns.
In order to maximise the reach and effectiveness of the campaign, we used DOOH (digital out of home) technology on Adform and DV360 platforms, which are advanced platforms for programmatic advertising space purchase. These platforms enable real-time advertising management and monitoring. With artificial intelligence cameras on each space, we were able to track the number of people moving in front of the screen and optimise our ad spend based on a CPM model.
For this campaign, we chose a static format with a 10-second display, but the system also allows the deployment of 10-second videos.
Results
92,000 users who could view the advertisement at the specific moment
Owing to the innovative use of DOOH technology and the Adform and DV360 platform, BAUHAUS has managed to achieve a significant impact in Prague’s offline environment. This campaign not only increased brand visibility in key areas of the city, but also provided valuable data on the reach and effectiveness of advertising efforts.
