The Ukrainian grocery chain Fora, with direct involvement from the advertising agency Posterscope Ukraine and the use of Adtelligent DSP, Advision CMS, and RADARSEE Wi-Fi analytics, aimed to expand the reach of its brand campaign through an efficient and measurable Digital Out-of-Home (DOOH) component near retail locations.
The goal was to drive offline engagement with customers while maintaining full control over targeting and budget efficiency for ad placements on DOOH screens operated by outdoor media provider Octagon. The case was submitted to the IAB MIXX AWARDS 2025 jury and made it to the SHORTLIST.

The campaign was deployed on DOOH street panels located near Fora stores. For smart budget allocation focused on efficiency, the campaign utilized location-based targeting and ad triggers based on time of day and day of the week.
During ad displays, Wi-Fi sensors installed on the DOOH units tracked the number of potential audience contacts (Impressions / Viewed Contacts). The Cost per Thousand (CPT) model was used—advertisers paid for every thousand unique ad views.

Objectives and Strategy
The campaign had a clear goal: to use DOOH effectively via a programmatic approach—through geo-targeting, time-based scheduling, and efficient media buying.
The main challenge was to make DOOH placements measurable and effective, as this channel traditionally has limited capabilities for precise analytics and targeting.
The strategy involved an innovative buying model focused on real audience contacts, as well as the integration of tech solutions for dynamic media inventory management.

Execution
Until now, the Ukrainian market lacked technical solutions for programmatic DOOH placements based on real contact data.
To implement the strategy, integration with Adtelligent DSP was established, and Advision’s proprietary CMS was used. This system managed creatives, connected DOOH units to the DSP platform, and matched Wi-Fi sensor data with creative playback timings for reporting.
DOOH units were installed in high-traffic areas near Fora stores, and Wi-Fi sensors on the structures anonymously collected audience contact data. This enabled the use of the CPT model, allowing for maximum media budget optimization based on actual audience engagement.

Creatives
The campaign had a utilitarian approach, focusing on technological efficiency.
The creative concept was built around delivering practical ad value at the point of purchase—near stores and at relevant times. This ensured maximum impact from a simple message, enhanced by the technology-driven ad delivery.
Minimal visual noise helped to clearly convey the message and reinforce the campaign’s innovative character.

Innovations

• Use of programmatic DOOH
• Geo-targeting and time-based triggers
• Wi-Fi analytics to confirm Impressions / Viewed Contacts
• Integration with Adtelligent DSP and our CMS
• Cost per Thousand (CPT) payment model

The campaign brought together several innovative elements that had never been used together in Ukrainian DOOH campaigns before: programmatic buying, geo-targeting, time-based triggers, Wi-Fi analytics, DSP and CMS integration.

A standout feature was the CPT billing model—it allowed the advertiser to pay only for actual audience contacts, rather than estimated ad plays. This made the campaign both innovative and genuinely effective.

Results

• Over 122,500 ad video plays
• Nearly 1.9 million audience contacts recorded via Wi-Fi analytics

The campaign demonstrated high efficiency, reaching an average multiplier of 15 contacts per ad play.
This indicated excellent geo-localization of DOOH units and precise timing. Real contact data enabled budget optimization and reduced the cost per contact.

Work Summary
This was the first case in Ukraine of a full-scale programmatic DOOH campaign using a CPT model based on real audience contact data gathered through Wi-Fi analytics.
The core goal was to maximize advertising effectiveness near Fora stores—during peak times for target audience visits.

Thanks to the integration with Adtelligent DSP, our CMS, and Wi-Fi sensors, the team achieved precise geo- and time-targeting, along with transparent and controlled impression tracking.
The innovative buying model enabled the advertiser to pay only for actual views, boosting profitability and laying the groundwork for change in the Ukrainian DOOH market.

Although Fora has not yet launched a full-scale Retail Media Network (RMN), this campaign partly demonstrated how the Adtelligent Retail Media platform can help retailers activate media both inside and outside stores using the same infrastructure that powers on-site and off-site retail advertising.

Why It Matters
Adtelligent’s Retail Media platform offers retailers more than just online space monetization.
This case shows how DOOH activations can become part of a broader RMN strategy with full control over:

• Channel coordination (online, offline, and in-store)
• Activation and targeting of branded campaigns
• Real-time cross-channel attribution—including physical screens

Next Steps

This campaign is a technological example of programmatic DOOH that allows retailers to start monetizing physical media assets even without launching a full-scale RMN.
Using Adtelligent’s modular tools—whether for a pilot or a large-scale rollout—the Retail Media platform adapts to any stage of your retail media journey.

Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

With the development of technology, free screen software is becoming increasingly accessible, allowing even small stores to implement personalized video and audio advertising. In the future, even greater integration of Digital Signage systems with CRM and analytics platforms is expected, which will provide even more precise customization of advertising campaigns and increase their effectiveness.

Using software for digital signage allows stores to automate content management, plan advertising campaigns, and analyze their effectiveness. The Digital Signage system integrates with other marketing tools, providing a single platform for managing all digital advertising channels. This increases flexibility, allows for quick responses to market changes, and enables the rapid launch of new advertising formats.

In addition, such technologies help reduce costs for printed advertising and speed up the updating of information in stores. Thanks to centralized management, even large chains can efficiently control the placement of advertising materials in various cities and regions.

Contact us and we will help you implement the most modern technologies to solve your problems!