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Challenge
Billboards were distributed across thousands of locations. Many remained static or disconnected from real-time campaign intelligence.
Advertising teams lacked a unified way to verify which creative was running where, or to activate location-based campaigns tied to a user’s movement.
To modernise this ecosystem, a mobile-first, location-aware platform was required. The solution needed accurate proximity detection, low-latency data flows and seamless integration with Ströer’s backend infrastructure.
The challenge was to build a cloud-native system that merged IoT beacons, mobile sensing and dynamic content delivery while remaining intuitive for everyday users.
Client Review
Innovify understood the unique demands of building a new venture inside a large organisation. Their clarity, structure, and hands‑on product leadership enabled us to innovate at startup speed while maintaining enterprise‑grade execution.
- Oliver W, PCEO Ströer Mobile Performance GmbH
Key Objectives
- Detect nearby billboards using mobile-device proximity to IoT beacons
- Identify which advertisement is running at each location
- Deliver real-time, personalised offers based on user movement
- Build an API-first integration layer for Ströer’s media systems
- Ensure low-latency performance across national-scale traffic
- Create a mobile experience that feels instant, relevant and non-intrusive
- Enable dynamic, location-triggered campaign activation for brands
Solution
- A cloud-native, mobile-first advertising platform was engineered to bridge the gap between physical billboards and digital audiences.
- IoT beacons were deployed across selected billboard locations. Each beacon transmitted location metadata and campaign identifiers. A mobile app was built with real-time proximity detection. When users passed a beacon, the app automatically identified the billboard and retrieved the running creative.
- A geo-triggered engine delivered personalised content at the right moment. For example, users travelling along a highway could receive a limited-time offer when approaching a restaurant billboard on the next exit.
- An API-first backend integrated Ströer’s location catalogue, campaign schedules and creative metadata. Low-latency data pipelines ensured immediate content retrieval and accurate beacon mapping.
- A clean interface presented contextual offers without distraction. The platform was designed for high throughput, national deployment and easy onboarding of new billboard locations.
- A CI/CD workflow supported rapid feature iteration, enabling Ströer to evolve the system as customer behaviour and campaign needs changed.
Results
- Real-time billboard detection enabled across multiple locations
- Mobile users received contextually relevant ads with minimal latency
- Improved verification of which creative was running at each site
- API-first backend simplified future integrations and campaign automation
- Location-aware ads delivered higher engagement and measurable brand impact
- Foundation created for nationwide rollout of intelligent out-of-home advertising
Innovify builds connected products that link physical assets to digital experiences. Talk to our team about your own platform.
