The automotive sector has always been a pioneer in advertising innovation, and BMW’s case in Sweden is a clear example of how programmatic DOOH is redefining the way brands connect with consumers.
The German brand faced a challenge: increase physical visits to its dealerships in a highly competitive market where consumers have multiple mobility options. To address this, they launched their first programmatic DOOH campaign, aimed at reaching audiences in high-traffic urban areas contextualized with mobility data.
The strategy combined geolocation, peak traffic times, and dynamic creatives to display different messages depending on the time of day and the proximity to a BMW dealership. In this way, each ad not only built branding but also delivered an immediate, localized call-to-action.
The impact was remarkable: +68% increase in dealership visits compared to traditional campaigns. This result validates the potential of programmatic DOOH to generate measurable outcomes in the automotive industry, which has historically relied on heavy investments in television and traditional media.
The key was the flexibility and efficiency of programmatic buying, which enabled real-time optimization based on the performance of each location. Instead of rigid planning, BMW was able to dynamically adjust its placements, maximizing exposure in areas with the highest conversion potential.
Beyond the numbers, this case sends a clear message to the sector: the combination of data, technology, and digital out-of-home formats is not only effective, it is transforming the relationship between consumers and brands. The showroom of the future begins on the street, on the screens surrounding us as we drive, walk, or use public transport.
For Xchange, this type of result confirms that programmatic DOOH is a natural accelerator for categories such as automotive, retail, and tourism—where the purchase decision depends heavily on physical experiences. The ability to measure real increases in visits changes the rules of the game and turns OOH into a performance medium, not just a branding one.
In conclusion, BMW Sweden’s campaign is an unmistakable sign of where the industry is heading: toward a programmatic, flexible, and measurable DOOH that fuses technology with human experience.
