vivo India Elevates DOOH with DV360-Led Programmatic Precision
vivo India has pushed the boundaries of out-of-home advertising by integrating programmatic DOOH with Display & Video 360 (DV360), bringing real-time transparency and digital-grade targeting to physical media environments.
The campaign delivered significant scale and efficiency, generating over 36 million impressions and reaching more than 1.5 million unique users. Executed across 47 premium locations—including luxury malls and corporate hubs—the activation leveraged a network of 1,100+ screens to power vivo’s “Switch Off” campaign with contextual precision.
By consolidating DOOH within DV360, vivo gained access to live dashboards and real-time reporting, enabling tighter control over campaign delivery. This ensured that ads were served in high-footfall zones at optimal moments, maximizing both visibility and impact.
According to Mayank Prabhakar, CMO of vivo India, the integration marks a major step forward in accountability for outdoor media. He emphasized that bringing DOOH into a programmatic ecosystem enhances transparency while ensuring every impression contributes meaningfully to campaign objectives.
The execution was supported by a collaborative ecosystem of partners. The DGTOOHL team led end-to-end operations, while EssenceMediacom ensured smooth deployment and scale. Support from Google further enabled the seamless integration of programmatic capabilities into the DOOH strategy.
This campaign highlights how brands are increasingly merging digital intelligence with traditional outdoor formats—turning DOOH into a measurable, data-driven channel that rivals the precision of online advertising.
