KLM launched their first programmatic OOH campaign to utilize the benefits of location based targeting with offer led dynamic creative. 

Their focus was across the airport network in Germany. They were targeting audiences and screens around major cities. And updating the creative messaging based on the best offers from the nearest airport.

They also applied time targeting, to capture the commuter on public transport during the weekday rush hour, and city centers and shopping malls during lunch breaks and weekends.

The efficiency of programmatic enabled them to maximize reach across multiple media owners, including WallDecaux and Stroer.

KLM was in full control of the activation. This allowed them to react immediately when a strike across the train network took place. Because that meant a pause to the public transport budget!