Case study : PUMA Running in France

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Real-time buying only on DOOH panels overweighted by the target affinity to the “Running” segment


Gain notoriety thanks to an ultra-targeted device




Havas ; JCDecaux ; VIOOH; Clear Channel – Doohyoulike – ECN ; Broadsign

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Puma is a German company specializing in the manufacture of sporting goods founded in 1948. Known as “the brand with the leaping cat” and present in more than 120 countries, Puma is the 3rd largest sports equipment manufacturer in the world.

For this campaign, Havas and Puma programmatically purchased DOOH screens from 6 different publishers. Targeting on the Displayce DSP enabled the selection, in pre-bid mode, of audience data affinities to “Running” in order to buy only the screens that overweighted the target in real time.

The success of the campaign was measured thanks to a brandlift survey monitored by Happydemics via the Displayce DSP to compare the impact of the 2 creatives.

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