VIOOH and Arla Foods Report Ties Programmatic DOOH to Store Visits
2026-09-24 · via Digital Signage Today
VIOOH, a digital out-of-home supply-side platform, has partnered with dairy company Arla Foods on a report examining how programmatic DOOH performed across nine advertising campaigns in Norway during 2025. The report, titled "The Proof is Physical: How Arla Foods Delivered Performance with Programmatic DOOH," is aimed at making the case that street-level screens can function as a measurable, trackable extension of digital campaigns rather than just a brand-awareness buy.
For operators and media owners selling inventory into pDOOH deals, the headline numbers matter because they speak directly to the attribution question that has dogged out-of-home for years. According to a VIOOH press release, every one of Arla's nine campaigns across its brand portfolio delivered a positive lift in store visitation compared to pre-campaign levels. The average gap between someone seeing an ad and making their first store visit was under two days, the release states.
The report also cites broader industry trends supporting the shift toward programmatic buying. It claims digital ads that follow DOOH exposure get an average of 37% more attention, and that this effect is a factor in 89% of Nordic marketers now moving budget away from other digital channels toward pDOOH specifically.
What this means for the industry
For screen network operators, the study adds another data point to the ongoing pitch that DOOH inventory sold programmatically can be tied to concrete outcomes like footfall, not just impressions. That matters for winning ad budget away from purely digital-first channels where advertisers are used to granular measurement. VIOOH's business depends on making that case to agencies and brands, so the figures should be read as a vendor-backed claim rather than independent research. The release does not say how store visitation was measured, what attribution methodology was used, or whether the lift was compared against a control group that saw no DOOH exposure.
The announcement also does not specify which Arla brands were involved, the media spend behind the nine campaigns, or how many screens or markets within Norway were used. Those details would matter to any operator trying to gauge whether the results are replicable outside a single advertiser's setup in a single Nordic market.
Still, the report fits a pattern the industry has been tracking: advertisers and agencies increasingly want DOOH bought and measured the way they buy digital display and video, with proof of performance attached. Whether the 89% budget-reallocation figure holds up under scrutiny, or whether it is drawn from a narrow survey sample, is not detailed in the release.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Global digital out-of-home supply-side platform VIOOH has partnered with dairy company Arla Foods to release a new report, "The Proof is Physical: How Arla Foods Delivered Performance with Programmatic DOOH." The report explores how programmatic DOOH can transform street-level advertising screens into a measurable, performance-driving extension of digital advertising campaigns.
The report 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, according to a press release.
The report points to wider momentum behind the channel: digital ads primed by DOOH 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.
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