Earlier this spring, Adidas and media agency DASM launched a targeted programmatic DOOH (Digital Out-of-Home) campaign in Almaty, integrating with the city’s half marathon — one of the country’s major sporting events. Powered by the DSP Omni360 (Demand-Side Platform), the brand’s message was seamlessly embedded into the race route, ensuring maximum visibility among its core audience — sports enthusiasts and people who lead an active lifestyle. How this integration was executed — more details below.
Adidas leveraged “smart” programmatic capabilities of digital billboards, which became available in Kazakhstan earlier this year thanks to the onboarding of RTS Decaux and other operators’ digital screens into automated ad inventory buying through the DSP (Demand-Side Platform).
The campaign was programmed to run exclusively on digital screens located along the marathon route. It launched several days before the event, encouraging preparation purchases of sports gear, and on the day of the race, Adidas ads were displayed continuously — creating a strong sense of brand integration into the event.
Adidas leveraged “smart” programmatic capabilities of digital billboards, which became available in Kazakhstan earlier this year thanks to the onboarding of RTS Decaux and other operators’ digital screens into automated ad inventory buying through the DSP (Demand-Side Platform).
The campaign was programmed to run exclusively on digital screens located along the marathon route. It launched several days before the event, encouraging preparation purchases of sports gear, and on the day of the race, Adidas ads were displayed continuously — creating a strong sense of brand integration into the event.
“The idea came when we realized the entire target audience would be there. We proposed integrating the brand into the event — and within just a few hours the campaign was approved and launched. This level of precision is only possible with programmatic DOOH technologies. We literally hit the core of our audience with surgical accuracy,” says Nurmukhamed Ibraev, Business Development Director at DASM.
The company also emphasized that the main objective was not simply to place advertising, but to become part of the city event — naturally and on the same wavelength with its participants.
Ilya Cheredin, Managing Partner at Omni360: “We are pleased to see how Omni360 technologies provide brands in Kazakhstan with access to tools of international standards. Cases like this demonstrate how digital Out-of-Home advertising connects with brands to create precise, effective, and inspiring marketing strategies.”
Programmatic DOOH continues to gain momentum in the Kazakhstani market, offering advertisers flexibility, speed, and precise targeting that were previously unattainable in Out-of-Home advertising.
