A Leading Telecom Provider's Programmatic DOOH Campaign: Boosting Engagement with Boldstreet OOH in Nairobi

A leading telecom provider in Kenya sought to elevate their mobile data promotion in Nairobi's competitive market. Traditional static billboards offered limited measurability and adaptability. By partnering with Boldstreet OOH, they deployed a programmatic DOOH campaign using real-time audience signals, dynamic creatives, and verified impressions. This case study explores the initial challenges, innovative solution, rollout details, performance metrics, and insights gained, offering valuable lessons for brands aiming to optimize outdoor advertising in urban Africa. We delve into use cases such as time-sensitive promotions, weather-adaptive ads, and demographic targeting to illustrate the system's versatility.

Challenge

• Limited targeting and measurability in high-traffic areas, relying on estimates rather than verified engagements.
• Static creatives unable to adapt to real-time factors like weather or time of day, reducing relevance.
• Fraud risks and lack of transparency in impression counting, leading to uncertain ROI.

Solution

• Gaze and dwell detection sensors confirmed actual views before counting impressions, ensuring payment for genuine attention. This was particularly effective in busy commuter zones where attention spans are short.
• DCO adapted ads dynamically—e.g., promoting data bundles during rush hour or weather-specific offers like streaming deals on rainy days.
• RTB integration via SSP/DSP allowed real-time bidding and optimization, enabling bids based on audience demographics or events.
• Blockchain verification provided immutable receipts for every impression, enabling trusted billing and detailed performance audits.

Implementation

• Selected 15 digital billboards in key Nairobi locations like CBD and Westlands, equipped with Boldstreet edge devices.
• Set up campaign rules for targeting 18-35 demographics during peak hours, with weather API integration.
• Ran A/B tests on creatives over the first week, optimizing based on engagement data.
• Integrated with the provider's analytics for attribution to app downloads and sales.

Results

• 2.5x ROI through verified engagements, with 30% uplift in app downloads attributed to the campaign.
• 45% increase in engagement rates from dynamic creatives versus static benchmarks.
• Reduced wastage by 60%, as bids focused on high-value slots.
• Transparent reporting built stronger agency partnerships.

Key Learnings

• Real-time data fusion is key to making OOH as agile as digital channels.
• Privacy-compliant tech fosters consumer trust in urban advertising.
• Continuous optimization via A/B testing maximizes campaign efficiency.