Based on the meteorological records from May to August 2023 in Belgium, here’s a refined plan for your Eucerin Sun Body DOOH programmatic advertising campaign:

Targeting Locations:

• Street Environment: utilize DOOH screens strategically placed in high-traffic street environments such as busy intersections, shopping streets, and urban centers to reach a wide audience.
• Pharmacies and Parapharmacies: Target locations where Eucerin products are sold, such as pharmacies and parapharmacies, to reach consumers who are already interested in skincare products.

Daypart Targeting:

• Focus on broadcasting the campaign during the hottest time slots, between 11 a.m. and 5 p.m., when people are more likely to be outdoors and exposed to sunlight.
• Adjust the scheduling based on real-time weather data to align with periods of sunny or partly cloudy weather, optimizing the effectiveness of the campaign.

Weather Targeting Parameters:

• Utilize weather targeting parameters to display ads when the temperature exceeds 17°C and the weather is sunny or partly cloudy, as these conditions are conducive to promoting sun protection and skincare products.
• Integrate real-time weather data to dynamically adjust ad delivery based on current weather conditions, ensuring relevance and effectiveness.

Geographic Targeting:

• Target specific geographic areas within Belgium where warmer weather conditions are more prevalent, based on historical meteorological data and real-time weather forecasts.
• Prioritize regions with a higher number of days exceeding 17°C during the specified period to maximize the impact of the campaign.

Budget Allocation:

• Allocate the budget strategically to prioritize street environments and pharmacy locations with high foot traffic and visibility.
• Ensure efficient budget utilization by focusing on targeted locations and time slots that align with the campaign objectives and weather conditions.

Performance Tracking and Optimization:

• Continuously analyze campaign data to identify opportunities for optimization, such as adjusting targeting parameters, creative messaging, or geographic targeting based on performance insights.

By implementing these refined targeting strategies, we can effectively leverage DOOH programmatic advertising to promote your Eucerin product range during warm and sunny weather conditions in Belgium, maximizing engagement and driving sales in key locations and time slots.