Exterion Media Netherlands launches first programmatic Digital Out-Of-Home campaign with Landal GreenParks

Exterion Media Netherlands now offers the option to book programmatic Digital Out-of-Home (DOOH) campaigns, via Broadsign (SSP) and Platform 161 (DSP). Landal GreenParks, the biggest European network of holiday villages, was the launch partner.  

From mid-May, Landal Greenparks deployed their national DOOH campaign using a mix of creative on digital screens across a range of train stations in The Netherlands including Delft, Arnhem and Amsterdam.

The content of the campaign was tailored to the location and weather conditions, offering a relevant, contextual and engaging message.

This is the first time Rapport, the Out-of-Home division of IPG Mediabrands, and Traffic4u booked a programmatic Digital Out-of-Home campaign from Exterion Media Netherlands.

Aschwin de Bruijn, Head of Rapport, said: "The advantage of this new way of booking offers more flexibility during the campaign and we can also adjust the creatives based on data, such as the weather and location, offering customers something extra. We follow technology advancements very closely giving us the option to adapt to the market very quickly. The advantage of IPG Mediabrands is that we all are specialised under one roof and can offer our customers a full-service solution. With this distinctive campaign, we make a great step together. "

Esther Deppe, Campaign Sales Manager at Landal GreenParks, added: "We are always looking for creative and innovative ways to inspire guests for a next holiday. It is a conscious choice to show this at Dutch train stations as this contributes to the green and sustainable character of our organization. Landal stands for a green environment. Adding dynamic options to the campaign like location and weather makes the message more relevant and engaging to our clients. We invite clients to go into nature no matter what the weather. Discover what green can do. "

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