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VIOOH and Arla Foods have published a study of programmatic digital out-of-home advertising campaigns in Norway, finding that all nine campaigns increased store visits.
The study examined campaigns across Arla's brand portfolio during 2025 and found that the average time between ad exposure and a first store visit was less than two days. Store traffic was measured through Foot Traffic Attribution studies conducted with Spotzi and JCDecaux.
Researchers placed virtual boundaries around digital advertising screens and selected retail stores, then tracked anonymised mobile signals from screen exposure to shop visits within an attribution window of about five days. They compared the results with a pre-campaign control group to assess changes in footfall.
All nine campaigns delivered a positive lift in store visitation compared with pre-campaign levels. The study covered brands including Starbucks Tripleshot, Castello, Apetina and Arla Protein.
One Starbucks Tripleshot campaign targeting people aged 18 to 44 near stockists generated 145,301 incremental store visits and a 5% lift. A later campaign for the same brand recorded a 41% lift.
For Castello, an April campaign tied to gifting produced 438,999 incremental store visits. The brand's Christmas campaign posted a 71% lift, with nearly half of visitors coming from high-income households.
Apetina's March campaign, paired with Snapchat, TikTok and YouTube, produced a 7% lift and 229,772 incremental visits. A later autumn campaign for the brand recorded a 29% lift.
Arla Protein's March campaign, placed near points of purchase and busy venues, delivered a 23% lift and 297,745 incremental store visits.
Measurement method
The findings add to efforts by out-of-home media groups to show that digital billboard and screen advertising can be linked to measurable consumer behaviour. Programmatic buying in the sector has grown as advertisers look for channels that can be traded alongside mobile, display and connected television advertising.
The report also points to broader movement in the Nordic market, where marketers are shifting spending from other digital media into programmatic digital out-of-home. VIOOH cited previous research showing that digital ads seen after out-of-home exposure receive 37% more attention on average.
Programmatic digital out-of-home allows advertisers to adjust spending and creative during a campaign while using aggregated location data instead of third-party cookies. In this case, the analysis focused on whether ad exposure near retail locations translated into physical visits rather than online engagement.
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, 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 a robust evidence base for what real-time, location-driven media can deliver."
VIOOH currently trades programmatically in 46 markets through partnerships with more than 50 demand-side platforms.