Objectives
From 7 July until 6 August 2025, we executed an LBA-driven campaign to inspire residents within a 45-minute travel radius of Almere Centrum to plan a summer outing. The campaign was not event-specific but centered on three thematic lines: Dining (terraces), Shopping (shopping streets), and Recreation/Beach (relaxation by the water). Target audiences were based on the marcom plan and included pleasure seekers, harmony seekers, and adventure seekers.
Our approach
To enhance Almere Centrum’s visibility during the summer period, we opted for a combined deployment of DOOH and Mobile Display, supplemented with a Sync activation (retargeting DOOH-exposed users on mobile).
- Geofencing: precisely around Almere Centrum, with mobile targeting focused on surrounding cities (e.g., Utrecht, Amersfoort, Hilversum, Alkmaar).
- Channel mix: DOOH (Transit, Retail, Outdoor) + Mobile Display, with sync retargeting for added engagement.
- Creative themes: colorful, summery visuals with clear travel time and call-to-relax messaging.
After week 2, an exclusion was added to avoid over-frequency among commuters.
Optimization strategy
Throughout the campaign, data-driven optimization was applied to maximize reach and effectiveness:
- CPM optimization delivered a lower cost per thousand impressions over the campaign period.
- Audiences generally performed at a similar level; the “Family” segment showed slightly higher engagement.
- The Sync campaign demonstrated a clear uplift in CTR and in family-related visits.
- Cities and locations were refined toward top-performing regions and DOOH venues with high footfall, such as train stations.
Results
Main Campaign (Mobile):
- 716,000 impressions, CTR 0.22%.
- Stable weekly delivery with a decreasing CPM.
- CPV €0.69.
- Physical visitors: 9,682.
Sync Campaign (DOOH → Mobile):
- CTR 0.45% (vs. 0.22% for the main campaign).
- CPV €0.85.
- Strong response in Shopping and Family segments, with relatively more family-related visits.
- Physical visitors: 1,963.
DOOH:
- 507,385 impressions at CPM €16.33.
- Top 5 cities: Utrecht, Amersfoort, Hilversum, Haarlemmermeer, and Alkmaar.
- Venues: Transit, Retail, and Outdoor; most impressions delivered at train stations.
Impact
- Total physical visitors: 9,682 (Mobile) + 1,963 (Sync) = 11,645. With an estimated average spend of €50 per visitor, the campaign generated an economic value of €582,250.
- ROI: The campaign achieved an ROI of approximately 3,300%. This means that each euro of media budget generated on average €34 in economic value.
