Building a B2B audience: How Yourhosting drove a 37% lift in brand consideration with pDOOH

Connecting with entrepreneurs on the move

For brands targeting business decision-makers, finding the right audience is often easier said than done. Entrepreneurs, self-employed professionals and business owners don't exist within a single demographic or location. They move throughout the same environments as everyone else, making them notoriously difficult to reach through traditional advertising channels.

As a leading provider of web hosting, domains and online business solutions in the Netherlands, Yourhosting wanted to connect with people who may be considering launching or growing their online presence. The challenge was identifying these potential customers efficiently and engaging them in relevant moments throughout their day.

To achieve this, Yourhosting partnered with Adwise and Vistar Media to deliver a data-driven programmatic DOOH campaign designed to reach high-value business audiences across the Netherlands. By combining audience intelligence with strategically selected environments, the campaign demonstrated how pDOOH can help brands connect with niche audiences at scale while driving meaningful impact across the marketing funnel.

The challenge: reaching a hard-to-identify B2B audience

Yourhosting's objective was to reach a highly specific audience: people who may be interested in purchasing a domain name, web hosting or server solution to support their business.

While these audiences exist across the broader population, identifying them efficiently is challenging. Traditional outdoor campaigns often rely on broad targeting approaches, resulting in significant media wastage and limited relevance.

Yourhosting needed a way to isolate and engage these high-value audiences while maintaining scale and efficiency across the Dutch market.

The strategy: combining audience intelligence with strategic media placement

To overcome this challenge, Adwise and Vistar Media developed an audience-led pDOOH strategy powered by Adsquare data.

The campaign targeted self-employed professionals and business travellers, activating media only when these audiences were present. This ensured investment was focused on users most likely to be interested in Yourhosting's services.

The campaign framework was structured across three strategic media layers designed to engage busy professionals at various touchpoints during their daily journeys:

• Commuting layer: This layer utilised precise point-of-interest (POI) radius targeting around major metro and train stations to capture professionals while they were in transit.
• Outdoor urban panels layer: This layer maintained a consistent, high-visibility street presence throughout busy city environments to secure reliable brand familiarity.
• Retail malls layer: Strategically situated within premium shopping centres, this layer engaged buyers in a relaxed, receptive mindset during their retail journeys.

The campaign was activated across premium inventory from JCDecaux, Global, Bauer Media, CSDM and Tag Outdoor, allowing Yourhosting to reach business audiences across retail, transit and urban environments throughout the Netherlands.

To support the targeting strategy, Yourhosting deployed a mix of static and video creatives focused on a common business challenge: being difficult to have a presence online. The messaging positioned Yourhosting as a simple solution for building an online presence quickly and effectively.

The results: delivering meaningful impact across mid-funnel

The campaign delivered strong performance across key mid-funnel brand metrics, demonstrating the effectiveness of combining audience intelligence with programmatic DOOH to reach a highly specific B2B audience.

Based on a brand lift study conducted by Happydemics, the campaign generated significant uplifts across brand consideration amongst exposed audiences, outperforming regional benchmarks:

• +37% lift in consideration: The campaign drove a significant increase in consideration among exposed consumers, with 47% stating they would consider Yourhosting for their business needs. This result ranked within the top 5% of benchmarked campaigns.
• +46% lift in interest: the targeted creative messaging successfully sparked deeper exploration into the brand's services.
• +25% lift in brand image: The professional, contextually relevant placements significantly enhanced the brand's overall perception.

By combining sophisticated audience targeting, premium inventory and strategic activation, Yourhosting successfully transformed a challenging B2B targeting objective into measurable brand impact.