Nivea set a goal to use Out-of-Home not just as a media channel, but as a measurable marketing tool capable of delivering real business value.
To evaluate performance, the advertiser chose a programmatic DOOH format through DSP Omni360 (Demand-Side Platform).
The campaign covered 27 digital screens across Malaysia and ran for 3 months.
Wi-Fi sniffers were installed at the locations — they detected electronic devices near the screens, enabling accurate counting of unique contacts.
Algorithmic buying through the DSP ensured control over time slots — the campaign was delivered only during peak audience concentration.
Results:
To evaluate performance, the advertiser chose a programmatic DOOH format through DSP Omni360 (Demand-Side Platform).
The campaign covered 27 digital screens across Malaysia and ran for 3 months.
Wi-Fi sniffers were installed at the locations — they detected electronic devices near the screens, enabling accurate counting of unique contacts.
Algorithmic buying through the DSP ensured control over time slots — the campaign was delivered only during peak audience concentration.
Results:
- Over 47 million impressions
- Net CPM: RM 27.41 (≈ USD 6.47 per 1,000 contacts) vs. average OOH CPM of RM 85 (≈ USD 20.06)
- Cost per contact 3x lower
Business impact:
Accurate contact measurement via Wi-Fi sniffers and targeted buying through DSP Omni360 transformed DOOH for Nivea into a measurable and highly effective marketing tool.
- Transparency and controllability of DOOH inventory — the brand could clearly see where and when real audience contact occurred
- Economic efficiency — lower spend while preserving reach
Accurate contact measurement via Wi-Fi sniffers and targeted buying through DSP Omni360 transformed DOOH for Nivea into a measurable and highly effective marketing tool.