Digital out-of-home (DOOH) advertising in Croatia has opened new horizons and changed the approach to planning interactive campaigns on outdoor screens. Programmatic solutions simplify access to target groups and enable precise targeting, starting with a well-crafted strategy.
The first such campaign on digital outdoor screens in the insurance industry, not just in Croatia but in the entire region, was executed for LAQO in collaboration with agency 404 and Go2Digital, utilizing Broadsign (SSP) and Splicky (Goldbach group) platforms.
After two years of intensive preparations, Go2Digital has achieved one of its main goals and launched programmatic DOOH campaigns. The use of programmatic buying enables better targeting of specified audiences. Through the Broadsign platform (SSP), which connects to 35 of the largest DSPs in the world, clients have access to Go2Digital’s inventory and over 100 million impressions.
Splicky supports advertisers across Europe, offering programmatic solutions for digital outdoor screens, enabling the delivery of tailor-made solutions in real time with new reach and visibility.
“The goal of the LAQO programmatic campaign was to directly reach drivers on Zagreb’s busiest roads during rush hour. We know that in these moments, drivers are most likely to notice our messages. With this campaign, LAQO reaffirms its role as a digital leader in Croatia’s insurance market, and the results so far are excellent,” explains Marko Ćosić, Director of the Digital Business Sector at CROATIA osiguranje.
With ten carefully selected large outdoor screens, the LAQO campaign is present in strategic locations with the highest concentration of drivers. “With this approach, the campaign aims to connect with potential clients in real time as they pass by screens displaying information about LAQO insurance options. Our team developed the strategy and managed the campaign’s buying,” said Marko Beljan, Client Relations Director at 404 agency.
“This is just the beginning of a new wave of pDOOH campaigns. We are pleased that LAQO was the first to recognize how beneficial and effective this approach is. Congratulations to the entire team,” adds Dean Udatny, Marketing Director at Go2Digital.
