A collaboration between Bayer Alpe Adria, GroupM, and Go2Digital has launched a programmatic DOOH campaign.
Digital outdoor advertising in Croatia is continuously pushing boundaries with every campaign, engaging passersby in new and interactive ways. While creativity, which bridges the needs of users and advertisers, remains the foundation of every quality campaign, programmatic solutions bring precise targeting of the audience and better results.
The first such campaign on digital outdoor screens in the pharmaceutical industry, not only in Croatia but also in the entire Adria region, was executed for Bayer. This campaign was realized in collaboration with GroupM and Go2Digital, utilizing Broadsign (SSP) and Adform (DSP) platforms.
After two years of intensive preparations, Go2Digital achieved one of its main goals by launching programmatic DOOH campaigns. This purchasing method enables more precise targeting of the audience. How? Through the Broadsign platform (SSP), which connects 35 of the world’s largest DSPs, clients gain access to Go2Digital’s inventory with availability exceeding 100 million impressions.
“When we use such innovative, wide-reaching technology in campaign setups, success is inevitable. We are proud of our team and everyone who made these new milestones and visibility possible through their dedicated work,” Broadsign representatives shared.
Aspirin, one of the most recognizable brands worldwide, proudly celebrates 125 years of existence. As a pioneer in the field of analgesics, Aspirin continues to evolve, combining rich tradition with modern approaches.
“In line with our mission to stay contemporary, we are committed to exploring new digital and media opportunities. Our main partner in this endeavor is GroupM. We recognize the need for speed, differentiation from competitors, and innovation. As the first brand to implement this unique strategy, we continue to set new standards in the industry,” stated Jasmina Previšič, Regional Brand Manager, and Martina Obadić Gorjup, Media Manager Alpe Adria.
The campaign for Bayer (product Aspirin Complex) had very specific goals, and the strategy was tailored to special display options, such as “day-parting,” showing ads during “rush hour,” and similar parameters.
“This is just the tip of the pDOOH iceberg! Outstanding work was delivered by our Fran Bukvić and Matija Bačić, and the possibilities are expanding, opening the door to a completely new approach to digital outdoor advertising,” explains Dean Udatny, Marketing Director at Go2Digital.
Bayer Campaign
