VIOOH and Arla Foods reveal how programmatic DOOH drove real-world performance across outdoor campaigns in new study

New whitepaper analyses nine programmatic DOOH campaigns and finds consistent store-visit lift for Arla, with consumers visiting stores in under two days

VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform and Arla Foods, one of the largest dairy companies in the world, has released a new report, The Proof is Physical: How Arla Foods Delivered Performance with programmatic DOOH, examining how programmatic digital out-of-home (pDOOH) turns street-level advertising screens into a measurable, performance-driving extension of a digital advertising campaign.

The whitepaper outlines how Arla Foods ran nine distinct pDOOH advertising campaigns across its brand portfolio in Norway throughout 2025. Every campaign delivered a positive lift in store visitation versus pre-campaign levels. Across all brands, the average time between a consumer being exposed to an ad and their first store visit was less than two days, pointing to pDOOH's strength as an immediate, real-time nudge for consumers who are already in a purchasing mindset.

Working with measurement specialists at Spotzi and OOH media owner JCDecaux using Foot Traffic Attribution (FTA) studies, virtual boundaries were placed around both the digital screens and target retail stores. This allowed researchers to track anonymous mobile signals from ad exposure through to store visit within an attribution window of around five days, and to compare that behaviour against a pre-campaign control group.

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The whitepaper points to wider momentum behind the channel: digital ads primed by OOH exposure receive an average of 37% more attention, a dynamic that is contributing to 89% of Nordic marketers now reallocating budget from other digital channels toward pDOOH.

Key findings from the Arla portfolio include:

• Starbucks Tripleshot: A March-April launch campaign targeting 18-44-year-olds near stockists generated 145,301 incremental store visits at a 5.30% lift; a follow-up campaign in June-July achieved a 41.17% lift as warmer weather drove on-the-go demand.
• Castello: An April campaign built around premium gifting drove 438,999 incremental store visits, while the brand's Christmas activation peaked at a 70.78% lift between November and December - nearly 50% of visitors engaged came from high-income households.
• Apetina: Built around recipe inspiration and paired with Snapchat, TikTok and YouTube to create a priming effect, a March campaign achieved a 6.59% lift and 229,772 incremental visits, rising to a 29.42% lift in a follow-up autumn campaign.
• Arla Protein: A March campaign placed near points of purchase and high-traffic venues delivered a 22.81% lift and 297,745 incremental store visits.

Annick Batamuliza Hillestad, Digital Media Specialist, Arla Foods - The Barn, said: “Every brand in our portfolio had a different objective, from launching Starbucks Tripleshot to owning the Christmas gifting moment for Castello, and pDOOH proved flexible enough to deliver against all of them. Consumers acting within two days of seeing a screen gave us real confidence in the media channel as a performance driver, not just an awareness tool.”

Gavin Wilson, Global Chief Commercial Officer at VIOOH, said: “These results show that pDOOH has moved well beyond brand-building - it is now one of the most accountable, immediate performance channels available to marketers. Arla's willingness to test the format across nine campaigns and a full portfolio of brands gives the industry robust evidence base for what real-time, location-driven media can deliver.”

Programmatic DOOH gives advertisers the flexibility to shift budgets instantly, adjust creative in real time through dynamic creative optimisation (DCO), and run without third-party cookies or advertising-fraud, in brand-safe campaigns using aggregated, anonymised location data. It can also now be planned, activated and optimised alongside mobile, display and connected TV within a Demand-Side Platform (DSP). 

About VIOOH

VIOOH is a leading premium global digital out-of-home supply-side platform. 

Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.

Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 46 markets and drives demand through partnerships with +50 DSPs globally, with more to follow.

About Arla Foods

The Barn is the global in-house creative agency for Arla Foods, one of the world's largest dairy cooperatives. Established to drive brand growth and digital transformation, The Barn acts as a full-service creative partner to over 40 iconic global and regional brands, including Lurpak, Castello, and Starbucks. With a global team of more than 130 creative, strategic, and media specialists operating across key European markets, the agency delivers end-to-end capabilities spanning brand development, content creation, packaging design, and advanced AI-driven marketing solutions.