Fivoor
Smarter Targeting with Programmatic DOOH for Fivoor
How can you use Digital Out of Home (DOOH) strategically for employer branding? For Fivoor, Clever Strategy developed a programmatic DOOH approach that combined reach, creative development, ongoing optimization, and data analysis.
The challenge
Be visible where potential candidates are active
Fivoor wanted to increase its visibility among potential new employees. The campaign contributed to employer branding and the recruitment of relevant candidates.
The desired visibility was in the areas surrounding Rotterdam, The Hague, and Utrecht. Clever Strategy translated this briefing into a targeted media strategy, focusing on relevant residential, work, and travel areas, public transit hubs, and daily travel routes.
The Approach
DOOH as the foundation, Mobile Display as a supplement
The campaign ran for three months in the spring of 2026.
Programmatic DOOH served as the visible foundation. Mobile Display supported the digital media campaign among the relevant target audience.
Clever Strategy handled the media strategy, liaised with publishers, and coordinated the campaign. The media team analyzed the results, discussed them regularly with Fivoor, and provided recommendations for optimizing media and creative content.
Optimization
Optimizing While the Campaign Is Running
Based on interim results, Clever Strategy recommended further focusing media efforts on high-traffic locations and promising regions.
Train stations ultimately accounted for more than half of all DOOH impressions.
The creative was also tested. Two DOOH variations ran side by side, allowing the media team to compare their performance and optimize the campaign throughout its duration.
By the Numbers
What the campaign achieved
The result
Exceeded the target
The DOOH campaign generated more than 9% more impressions than the pre-set target.
Mobile Display also generated more impressions than planned. Within this channel, various creative variations were tested and optimized along the way.
The Analysis
Looking Beyond Impressions
For the evaluation, Clever Strategy looked beyond reach, impressions, and clicks. Using data from sources such as Google Search Console and GA4, the media team examined what additional trends were evident during the campaign period.
The number of impressions for brand-related search queries increased by more than 16%. Search queries in which “Fivoor” was combined with locations in the campaign areas showed particularly strong growth.
The results thus show positive trends in both job-related search behavior and job applications, without claiming a direct causal link to DOOH.
The Core of the Approach
Bringing Together Media, Creativity, and Data
The partnership with Fivoor demonstrates how programmatic DOOH can be actively managed throughout a campaign.
By combining media strategy with periodic analysis and advice, Clever Strategy was able to refine the campaign’s approach along the way and test creative concepts. Search and website data then provided additional context to the standard media reporting.
That combination of strategy, media, optimization, and analytics is at the heart of the approach.
Related Cases
As an employer, do you want to be visible in the places where your future colleagues spend their days? We’ll help you develop a media strategy that combines reach, content creation, and data—and we’ll continue to refine it throughout the campaign.
Call 010-752 39 41, or fill out the form below and we’ll get in touch with you.