pDOOH delivers store visit lift for Arla brands

Across the portfolio, the average time between ad exposure and a consumer’s first store visit was less than two days.

VIOOH and Arla Foods have published a report examining how programmatic digital out-of-home (pDOOH) advertising can drive measurable store visits, based on nine campaigns run across Arla’s brand portfolio in Norway during 2025.

The report, The Proof is Physical: How Arla Foods Delivered Performance with programmatic DOOH, found that every campaign generated a positive lift in store visitation compared with pre-campaign levels.

Arla campaigns deliver store visit increases with pDOOH

The campaigns were measured through Foot Traffic Attribution (FTA) studies conducted with measurement specialist Spotzi and OOH media owner JCDecaux. Virtual boundaries were placed around digital screens and target retail locations to track anonymous mobile signals from ad exposure through to store visits.

The measurement used an attribution window of approximately five days and compared campaign-period behaviour with a pre-campaign control group.

Foot traffic measurement tracks impact across brands

For Starbucks Tripleshot, a March-April campaign targeting people aged 18-44 near stockists generated 145,301 incremental store visits and a 5 percent lift. A follow-up campaign in June and July recorded a 41 percent lift as warmer weather increased demand for on-the-go products.

A Castello campaign in April focused on premium gifting and generated 438,999 incremental store visits. The brand’s Christmas activation recorded a 71 percent lift between November and December, with almost 50 percent of engaged visitors coming from high-income households.

Programmatic DOOH links exposure with store visits

Apetina’s March campaign combined recipe inspiration with activity across Snapchat, TikTok and YouTube to create a priming effect. It delivered a 7 percent lift and 229,772 incremental visits, while a follow-up autumn campaign recorded a 29 percent lift.

For Arla Protein, a March campaign positioned near points of purchase and high-traffic venues generated a 23 percent lift and 297,745 incremental store visits.

Annick Batamuliza Hillestad, Digital Media Specialist, Arla Foods - The Barn: "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, VIOOH: "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."

The report also highlights pDOOH’s ability to shift budgets, update creative through dynamic creative optimisation (DCO), and operate without third-party cookies or advertising fraud. Campaigns can use aggregated, anonymised location data and be planned, activated and optimised alongside mobile, display and connected TV through a demand-side platform (DSP).

The full whitepaper can be accessed here

www.arla.com

www.viooh.com

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