Maximizing Picadeli’s Visibility during the Stockholm Marathon with Programmatic DOOH
Combining one of Sweden’s largest sporting events with data-driven technology has unlocked new possibilities. Together with Picadeli and the media agency Scream Gothenburg, we embraced programmatic out-of-home (prDOOH) advertising to its full potential, and the results exceeded all expectations.
The Stockholm Marathon brings together thousands of runners and a massive audience along the city streets. For Picadeli, the challenge was how to best capitalize on this celebration to maximize brand visibility and reach their target audience right at the heart of the action.
A Strategic Approach to a Mobile Audience
To meet this challenge, we implemented a programmatic digital out-of-home (prDOOH) campaign. We strategically selected premium screens along the entire marathon route, providing Picadeli with a presence as dynamic as the race itself—before, during, and after the runners passed by.
By leveraging this technology, we ensured that Picadeli’s messaging was displayed at precisely the right moment, optimized for the specific audiences gathered along the route.
Real-Time Data-Driven Measurement
Historically, one of the greatest challenges in out-of-home advertising has been quantifying the value of “live surges”—the influx of additional audience members during major events. To address this, we utilized VantageOOH, founded by Sebastian Larsson, to measure the actual impact in real time.
The results provided clear, empirical evidence:
- 37% Crowd Surge: The campaign generated a 37% increase in audience flow above the baseline at the activated DOOH screens.
- 90% Surge at Key Locations: At critical locations along the route, such as the Olympic Stadium and the Royal College of Music, we observed a surge of nearly 90%.
“The outdoor currency is based on historical audience data, which makes it possible to use programmatic DOOH to identify occasions and locations with significantly more impressions than the currency indicates. This can be leveraged by advertisers to achieve a higher effective reach in their campaigns. The results of the case show very positive outcomes and serve as a great example of when programmatic DOOH is used in the right way,” says Örs Ovegård Szasz, Head of Programmatic at JCDecaux Sweden.
The Future of DOOH is Programmatic This case study demonstrates the power of combining strategic placement with real-time data. By proving the value of mobile audience flows during a live event like the Stockholm Marathon, we have taken a significant step forward in how we approach efficiency and ROI in out-of-home advertising.
We are proud that this collaboration is now highlighted as a best-practice example in VIOOH’s global case study library. Read the full case study here: https://blog.viooh.com/case-study/picadeli
Do you want to learn more about how we can help your brand appear in the right place at the right time? Please contact us at [email protected].
