Case Study: PepsiCo achieves hyper-targeted, cost-efficient programmatic DOOH retargeting with Broadsign

How Pepsi Max Used Programmatic Digital Out-of-Home to Retarget Fans

Broadsign’s customer spotlight highlights how Pepsi MAX in the Netherlands wanted to build on a successful blind taste-test activation in malls and take the campaign further. Facing the challenge of turning in-person awareness into immediate purchase intent, Pepsi MAX needed a way to retarget people who had participated in the taste challenge without blasting every screen at all times.

The solution used programmatic digital out-of-home via Broadsign partners (Platform161) and Resono beacon IDs to trigger Pepsi MAX takeover ads on Exterion Media screens in six malls the moment a taste tester entered the space. By only paying when the creative played, the campaign delivered a highly relevant, cost-efficient media buy that drove strong attention and convinced Pepsi to keep experimenting with data-driven DOOH.

PepsiCo

Michiel Otten

brand manager beverages