Results

In March and April, Czech brewing icon Plzeňský Prazdroj (makers of Pilsner Urquell) unleashed a bold DOOH campaign for its Proud and Birell lager brands across the COOP retail network.

By tracking sales data across DOOH-enabled stores versus the rest of the network, we isolated the campaign’s true impact. The results spoke for themselves - showing clear, incremental growth in both sales volume and value.

Why Adform:

Plzeňský Prazdroj, the renowned brewer behind the globally recognized Pilsner Urquell brand, chose Adform as its strategic programmatic partner. With our strong presence across the CEE region, we’ve become the go-to platform for brands engaging with local publishers and tech.

Our close relationship with Publicis empowered them to rely on us for bold, effective solutions. And by leveraging strong ties with local DOOH inventory providers and the AI-enabled capabilities of technology partner Version 3, we could deliver DOOH with precision.

This wasn’t just a campaign it’s a true business alliance between Publicis, Plzeňský Prazdroj, and Adform. As the industry accelerates toward omnichannel planning and execution, it’s more important than ever to team up with those who are ready to innovate and redefine how brands connect with their audiences.

Challenges:

The Czech OOH landscape is still quite traditional. Even digital screens are often sold via old buying models such as fixed time slots or ad plays, with precious little room for programmatic flexibility.

Audience data is often static and inconsistent, with methodology varying by publisher. Plzeňský Prazdroj sought a partner who could bring the precision of digital display into OOH – enabling programmatic buying powered by real-time audience data for smarter targeting and measurement.

Plzeňský Prazdroj wanted to inject digital precision into the analog world of OOH. To receive measurable results with the agility of real-time programmatic buying.

Solution:

We leveraged Version 3 technology to activate in-store screens across the COOP network. Thanks to the seamless integration of our DSP and the SSP on the publisher side, we could more precisely target and measure real-time audiences, using rich demographic insights. All powered by Version 3’s cutting-edge edge AI technology.

COOP’s sales data then provided clear proof of impact, showing how the ads drove consumer action where it mattered most: at the point of sale.

Jakub Peterka

Digital Media & Communication Supervisor, Plzeňský Prazdroj

”We are proud to be the first brand to test V3’s innovative solution for purchasing in-store screens across Coop stores. We truly value that Adform partners with local providers, enabling a closer and more effective collaboration. Exploring new technologies is key for us, and channels like DOOH and CTV play an essential role in how we connect with consumers.”

Radek Šalomon

Co-founder, Version 3

“Thanks to Adform, we were able to quickly connect our DOOH inventory to the rest of the programmatic ecosystem, giving our proprietary technology access to worldwide demand. Advertisers can now experience fully programmatic DOOH campaigns with advanced features like targeting and measurement based on real- time demography.”

Tomáš Měska

Senior Media Consultant, Publicis Groupe

“In our campaign for Plzeňský Prazdroj, we utilized Adform and Version 3 technologies to elevate Czech DOOH advertising. By using precise, real-time targeting and measurement, we achieved high attention of the audience and also impacted in-store sales. This campaign demonstrates our focus on innovative, impactful communication channels.”