Alcampo and Adsmurai revolutionise outdoor advertising with a programmatic campaign based on real-time data

• Alcampo launches an outdoor campaign with dynamic messages based on location and weather conditions.
• Creatives were automatically generated from their product catalog using Adsmurai's technology.
• The campaign shows how data and automation can turn outdoor advertising into a more efficient and relevant channel.

Madrid, August 5, 2025 – Alcampo, one of the leading retail chains in Spain, is driving the digitalization of outdoor advertising with a data-driven programmatic campaign, developed in collaboration with Adsmurai and Clear Channel.

The goal: to smartly promote its gardening and terrace furniture product lines by adapting the message according to geographic location and real-time weather conditions.

Smarter outdoor advertising: the power of data

Thanks to the Adsmurai Marketing Platform, a dynamic catalog powered the campaign creatives displayed on outdoor screens. Through Clear Channel, the ads were activated on DOOH screens across urban and suburban areas in Madrid, with automated and dynamic content based on two key variables:

• Screen location: in the city center, terrace furniture was promoted; in the suburbs, gardening products. The product selection was automated screen by screen, based on strategic display rules for each category.
  • In urban areas of Madrid, such as Plaza de la Independencia, Calle Alcalá with Núñez de Balboa, Paseo del Prado with Felipe IV, or Gran Vía, when the weather was good, the screens showed creatives about terrace furniture.
  • In suburban areas such as Pozuelo de Alarcón, Majadahonda, Las Rozas and Alcobendas, if the weather was also favorable, the ads shifted to display gardening products.
• Weather conditions: creatives were only shown if the weather was favorable, ensuring higher contextual relevance for consumers.

Programmatic technology serving retail

This campaign marks a turning point in the use of data applied to outdoor media, traditionally seen as a mass channel in terms of both audience and creativity. In this case, the combination of outdoor digital screens (DOOH) with personalized content based on real-time data (dynamic feeds) enabled tailored messaging by location, time or audience, bringing relevance to a whole new level and allowing brands to:

• Activate personalized content at scale, without manual intervention.
• React in real time to environmental changes (e.g. weather).
• Increase contextual relevance without needing 1-to-1 personalization.
• Automate and scale creative production from a single platform, significantly reducing the costs associated with a campaign of this size and complexity.

A pioneering collaboration

The campaign developed by Alcampo, Clear Channel and Adsmurai represents a turning point in how data-driven outdoor campaigns are activated. The combination of technology, automation and strategic focus allowed advertising messages to adapt to real-time context, applying an e-commerce logic to the DOOH (Digital Out of Home) ecosystem.

“At Adsmurai, we believe that data intelligence should be present across all touchpoints, including outdoor. This project with Alcampo and Clear Channel proves that it’s possible to bring e-commerce logic to the DOOH channel with dynamic, automated, and context-driven campaigns,” says Giancarlo Arena, Head of Programmatic at Adsmurai.

From the brand’s perspective, this initiative is part of Alcampo’s commitment to integrating innovative solutions that strengthen customer relationships. “This campaign is another step in our effort to adopt innovations that allow us to communicate effectively and relevantly with our audience. It’s a clear demonstration of how data, context and automation can drive impact,” says Veronika Nikolaeva, e-commerce Director at Alcampo.

Results and next steps

The campaign marked a strategic innovation for Alcampo in how it communicates with its audience, demonstrating how data, context and creative automation can transform the impact of traditional media. “We’ve seen how the smart use of data, context and creative automation can completely reshape the impact of traditionally static media like outdoor advertising,” explains Veronika Nikolaeva, e-commerce Director at Alcampo.

This type of activation opens the door to new models of outdoor campaigns that are more efficient and segmented, especially for retailers with multiple physical locations and large product catalogs.

About Adsmurai

Adsmurai leads the transformation of digital marketing through scalable solutions based on data and artificial intelligence. Its proprietary platform, Adsmurai Marketing Platform, centralizes campaign, data, audience and feed management, optimizing performance in real time with smart strategies. Based in Barcelona, Adsmurai has over 400 experts and is an official partner of Meta, Google Premium, Pinterest, and TikTok.

About Alcampo

Alcampo combines hypermarket and supermarket formats. It currently operates 527 stores: 80 hypermarkets and 447 supermarkets (130 of them franchised). It also has 52 gas stations and an online commerce service.

The company has a workforce of 23,300 people and holds the Top Employer seal awarded by the Top Employers Institute, recognizing its HR policies, work environment, and commitment to employee wellbeing.