How a Leading Pharmaceutical Brand Engaged Health-Conscious Audiences Through Programmatic DOOH in the Philippines

Key takeaways:

• Reached 92,000+ health-conscious individuals at 3 sites.
• Delivered 20,570 ad plays generating 1.13 million impressions in 62 days.
• 56% of the engaged audience were women aged 25–44.
• High-footfall locations, including a major transit hub, maximized reach.
  

The Client’s Challenge

A major pharmaceutical company aimed to raise public awareness in the Philippines about the symptom similarities between the common cold and COVID-19. The challenge was to connect with the right audience by delivering timely, relevant messages that would effectively prompt early testing and reduce hospitalizations.

Objective

Drive widespread awareness and encourage timely health testing by maximizing exposure through strategically placed programmatic DOOH advertising in high-traffic urban locations across the Philippines.

Our Solution

To address these challenges, Moving Walls partnered with the client to implement a programmatic digital out-of-home (pDOOH) campaign via our seamless integration with The Trade Desk (TTD). This data-driven approach enabled automated, real-time media buying and optimization, ensuring ads reached health-conscious individuals proactively seeking relevant health information.

Strategies

• Leveraged hyper-targeting using behavioral and demographic data to identify and engage health-conscious individuals most likely to respond proactively to public health messaging.
• Selected premium, high-footfall urban locations based on audience mapping and data analytics, ensuring maximum message exposure at key decision making moments in the Philippines.
• Implemented dynamic optimization of creatives and placements based on foot traffic patterns, time of day, and contextual triggers to maintain message relevance.

Results

During the 62-day campaign:

• The message reached over 92,000 health-conscious individuals across 3 sites, significantly raising awareness about how the symptoms of the common cold and COVID-19 overlap.
• With 20,570 ad plays delivered, the campaign generated 1.13 million impressions, ensuring the right audience saw timely, relevant health information.
• The campaign resonated strongly with women aged 25–44, who made up 56% of the engaged audience aligning perfectly with the targeted demographic.
• A major transit hub contributed a large share of impressions, highlighting how strategic location selection helped reach more people.

Conclusion

By leveraging data-driven targeting and high-traffic DOOH placements, the campaign effectively engaged health-conscious audiences across the Philippines, raising awareness of symptom similarities between the common cold and COVID-19 and encouraging early testing. Powered by Moving Walls advanced pDOOH technology and real-time optimization, the campaign delivered precise, impactful messaging that supported large-scale public health efforts.

Ready to amplify your next public health campaign with data-driven, high-impact DOOH advertising? Contact us today to achieve measurable results.