ANWB Retail: Driving store visits with local precision

Smart targeting, real results

Using the Vistar Media DSP, ANWB Retail executed a hyper-local strategy that activated dynamic store-level targeting and flexible budget allocation per city.

• POI targeting: Ads appeared during store opening hours to reach audiences most likely to visit nearby stores.
  
  
• Regional coverage: Campaigns ran across the Netherlands 

This ensured consistent visibility across high-footfall retail zones where audiences were already in a shopping mindset.

Driving footfall in the Netherlands

In the Netherlands, ANWB Retail focused on driving immediate store traffic by targeting shoppers within close proximity to retail locations. Using point-of-interest targeting, DOOH screens were activated near major city centers and transportation hubs, aligning exposure with store opening hours.

Placements included:

• Urban panels near key shopping districts

• Screens in high-traffic retail areas

• Malls and commuter pathways with strong purchase intent

This proximity-based strategy maximized reach among active shoppers likely to convert in-store.

Creative approach: turning awareness into action

A mix of static and video assets highlighted specific product offers (i.e. Temporary offer for everyone – 2 for €139) with creative tailored by location and product relevance.

Featured products:

• Vignetten

• Luggage

• Camping chair

The camping chair campaign, supported by a clear call-to-action and promotional framing, drove the strongest in-store sales uplift—reinforcing the importance of actionable creatives in DOOH campaigns.

Premium placements for high intent moments

Screens from JCDecaux, Global and Bauer Media were strategically positioned across urban panels, malls and retail environments near ANWB stores to intercept shoppers in the final moments of their purchase journey, ensuring maximum contextual relevance.

Measured impact

A brand uplift study measured increases in awareness and intent supported by Opportunity to See (OTS) metrics.

In parallel, ANWB’s internal sales data confirmed a noticeable uptick in sales for promoted products, particularly the camping chair—demonstrating the tangible business impact of location-based DOOH.

Additionally, Vistar’s Creative Studio conducted a creative analysis to evaluate the effectiveness of the campaign assets. Using predictive heatmaps to measure visual attention, brand visibility and legibility, the team identified where viewers naturally focused and how the creative could be optimized for stronger engagement. The resulting insights provided science-backed guidance to inform and optimize future campaigns, ensuring even greater engagement and effectiveness moving forward.

From awareness to action: ANWB Retail proves the power of proximity

Through Vistar Media’s DOOH solutions, ANWB Retail successfully bridged online precision with offline engagement showing how location-driven targeting and strong creative calls to action can move consumers from awareness to in-store purchases.

"At ANWB, we see Vistar as a valuable tool for self-service DOOH buying. While the platform is fully self-service, Vistar’s specialists actively support us in setting up effective campaigns. Their consultancy and involvement help us get the most out of our efforts in terms of reach and results."

Bauke Schoen, Paid Media Specialist - ANWB