Starbucks’ eye-catching programmatic DOOH campaign

Iced coffee, a Starbucks Refresha® drink, a Frappuccino® blended beverage – or would you prefer hot coffee? Starbucks has capitalised on the benefits of programmatic DOOH. In German-speaking and French-speaking Switzerland, a digital out-of-home advertising campaign within a 500-metre radius of Starbucks Coffee Houses encouraged passers-by to enjoy a refreshing drink or a hot coffee – depending on the weather. Whilst cold drinks were promoted when temperatures reached 13°C or above, advertising was stepped up when the sun was shining and temperatures reached 25°C or above. When temperatures fell below 12°C, the hot coffee was featured. Starbucks utilised different time slots for the various drink types to ensure even more targeted advertising.

“Thanks to our programmatic approach, we reach our target audience at the right time and in the right place with the relevant product. This boosts the campaign’s effectiveness and efficiency.” – Kerstin Goutier-Sauer, Marketing Manager, Starbucks Coffee Switzerland GmbH