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How Samsung used programmatic DOOH to reach health-conscious audiences

Samsung

Industry

Health & Fitness

Objective

Samsung partnered with Vistar Media to deliver a programmatic digital out-of-home (DOOH) campaign designed to increase awareness, consideration and purchase intent for its wearable product line while driving deeper engagement with Samsung Health.

Results

The campaign delivered strong uplift across key brand metrics, with download intent increasing by 115% and preference by 74%. Awareness and consideration also saw significant gains, reinforcing the impact of contextually aligned programmatic DOOH to drive both brand equity and meaningful action.

Key Product

POI Targeting, Device ID passback, Day-parting

www.samsung.com/nz/
+115%
lift in download intent
+63%
Lift in purchase intent
+74%
Lift in preference

Turning everyday fitness moments into brand moments

The challenge Samsung launched a year-long campaign to position itself as the Official Sponsor of Your Sleep, driving deeper engagement with Samsung Health while supporting growth across its wearables ecosystem.

Rather than promoting a single smartwatch, Samsung wanted to embed Samsung Health into real health moments, particularly within Gen MZ running and fitness communities.

This required reaching audiences when they were actively thinking about performance, recovery and wellbeing. Traditional broad-reach out-of-home (OOH) would not deliver the contextual precision needed to achieve this.

Connected Retail Images

A precision-led programmatic DOOH strategy

Samsung deployed a precision-led programmatic DOOH strategy designed to reach health-focused audiences across their daily routines.

POI targeting

Custom Point of Interest (POI) layers were built around gyms, pilates studios, yoga centres, universities, run clubs and popular urban running routes. This ensured Samsung Health messaging appeared within real fitness communities, embedding the brand into moments where audiences were already thinking about performance, recovery and wellbeing.

Behavioural day-parting

Messaging was aligned with audience mindset throughout the day using time-based activation.

  • Early mornings: Commuter corridors and fitness precincts reinforced readiness, performance and recovery.

  • Midday: University and lifestyle hubs increased awareness of the broader Samsung Health ecosystem.

  • Evenings: Gym-adjacent and commuter environments shifted the focus toward rest and preparation for sleep.

Routine-driven environment targeting

Inventory across transit, malls, roadside and office environments was layered into the campaign to maximise frequency across everyday audience movement. This ensured Samsung Health remained visible as audiences moved between fitness, work and lifestyle environments.

Device ID passback

Samsung also leveraged device ID passback, extending the impact of DOOH exposure beyond the screen. Audiences exposed to the campaign were retargeted on their mobile devices, reinforcing the Samsung Health message and driving deeper engagement with the wearable ecosystem.

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Driving measurable impact

To measure campaign effectiveness, an Opportunity to See (OTS) study was conducted with Pureprofile, revealing strong uplift across key brand metrics:

  • +20% awareness
  • +50% consideration
  • +115% download intent
  • +74% preference
  • +63% purchase intent

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