VIOOH-Arla Whitepaper Ties pDOOH Exposure to Store Visits in Days
2026-09-23 · via DailyDOOH
VIOOH and Arla Foods have published a whitepaper claiming that programmatic digital out-of-home campaigns drove measurable store visit increases across nine separate activations in Norway during 2025. For operators and media owners selling pDOOH inventory, the report offers another data point in the industry's ongoing push to prove the format belongs in performance budgets, not just brand campaigns.
According to the release, Arla ran the nine campaigns across its brand portfolio, including Starbucks Tripleshot, Castello, Apetina and Arla Protein, working with measurement firm Spotzi and OOH media owner JCDecaux. The methodology used Foot Traffic Attribution: virtual geofences placed around both digital screens and target retail stores, tracking anonymous mobile signals from ad exposure to store entry within roughly a five-day attribution window, then comparing that against a pre-campaign control group.
VIOOH says every campaign produced a positive lift in store visitation versus pre-campaign levels, and that the average time between exposure and first store visit was under two days across all brands.
What the numbers show
The whitepaper cites specific figures for individual campaigns. Starbucks Tripleshot's spring launch generated 145,301 incremental store visits at a 5% lift, with a summer follow-up reaching a 41% lift. Castello's gifting campaign drove 438,999 incremental visits, and its Christmas activation peaked at a 71% lift, with nearly half of visitors coming from high-income households according to the report. Apetina's spring campaign, paired with Snapchat, TikTok and YouTube, achieved a 7% lift and 229,772 incremental visits, rising to 29% in an autumn follow-up. Arla Protein's campaign near points of purchase delivered a 23% lift and 297,745 incremental visits.
The report also references broader industry claims, saying digital ads primed by OOH exposure get 37% more attention on average, and that 89% of Nordic marketers are shifting budget from other digital channels toward pDOOH. These figures are attributed to the wider whitepaper context rather than the Arla campaigns specifically, and the release does not say who conducted that underlying research.
For screen network operators, the case study matters less for its specific percentages, which are self-reported by VIOOH and Arla and not independently verified, than for what it signals about buyer expectations. Attribution windows, geofencing and footfall lift are becoming the standard currency advertisers ask for before committing programmatic spend to DOOH inventory. Networks that cannot supply this kind of measurement, or that rely on partners who can, may find themselves at a disadvantage when competing for the same budgets.
The announcement does not detail the total media spend behind the nine campaigns, the number or location of screens involved, or how the five-day attribution window was validated against actual purchase data rather than store entry alone. It also does not say whether the methodology has been reviewed by a third party outside the parties named. Readers wanting the full methodology and complete figures are directed to the whitepaper itself, available for download from VIOOH.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
This week VIOOH and Arla Foods , one of the largest dairy companies in the world, has released a new report, The Proof is Physical: How Arla Foods Delivered Performance with programmatic DOOH , examining how programmatic digital out-of-home (pDOOH) turns street-level advertising screens into a measurable, performance-driving extension of a digital advertising campaign.
Gavin Wilson , Global Chief Commercial Officer at VIOOH, told us “These results show that pDOOH has moved well beyond brand-building – it is now one of the most accountable, immediate performance channels available to marketers. Arla’s willingness to test the format across nine campaigns and a full portfolio of brands gives the industry robust evidence base for what real-time, location-driven media can deliver.”
The whitepaper 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, pointing to pDOOH’s strength as an immediate, real-time nudge for consumers who are already in a purchasing mindset.
Working with measurement specialists at Spotzi and OOH media owner JCDecaux using Foot Traffic Attribution (FTA) studies, virtual boundaries were placed around both the digital screens and target retail stores. This allowed researchers to track anonymous mobile signals from ad exposure through to store visit within an attribution window of around five days, and to compare that behaviour against a pre-campaign control group.
The whitepaper points to wider momentum behind the channel: digital ads primed by OOH 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.
Key findings from the Arla portfolio include:
Starbucks Tripleshot: A March-April launch campaign targeting 18-44-year-olds near stockists generated 145,301 incremental store visits at a 5% lift; a follow-up campaign in June-July achieved a 41% lift as warmer weather drove on-the-go demand.
Castello: An April campaign built around premium gifting drove 438,999 incremental store visits, while the brand’s Christmas activation peaked at a 71% lift between November and December – nearly 50% of visitors engaged came from high-income households.
Apetina: Built around recipe inspiration and paired with Snapchat, TikTok and YouTube to create a priming effect, a March campaign achieved a 7% lift and 229,772 incremental visits, rising to a 29% lift in a follow-up autumn campaign.
Arla Protein: A March campaign placed near points of purchase and high-traffic venues delivered a 23% lift and 297,745 incremental store visits.
Annick Batamuliza Hillestad, Digital Media Specialist, Arla Foods – The Barn, said “Every brand in our portfolio had a different objective, from launching Starbucks Tripleshot to owning the Christmas gifting moment for Castello, and pDOOH proved flexible enough to deliver against all of them. Consumers acting within two days of seeing a screen gave us real confidence in the media channel as a performance driver, not just an awareness tool.”
The full whitepaper, The Proof is Physical: How Arla Foods Delivered Performance with programmatic DOOH is available to download here.
The research evaluated nine programmatic Digital Out-of-Home (pDOOH) campaigns executed by Arla Foods across Norway throughout 2025. VIOOH partnered with measurement specialist Spotzi and JCDecaux to quantify real-world campaign performance using a Foot Traffic Attribution (FTA) methodology.
Virtual geofences were established around both active digital screens and target retail store locations. When anonymous mobile signals passed through screen boundaries, devices were tagged as exposed and tracked across a five-day attribution window to identify subsequent store entries. Comparing exposed device visitation against pre-campaign control groups enabled researchers to calculate precise footfall lift across all nine campaign flights.
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