Phoenix Media launches „Public Safety Awareness”
Special projects
This partnership brings together DAS (Digital Atelier Studio), a digital marketing agency renowned for its expertise in Premium Display, and Phoenix Media, the leading Digital Out of Home (DOOH) company in Romania, which operates a network of over 165 digital locations across more than 18 cities. The primary goal of this collaboration is to transform DOOH street billboards into natural extensions of online display campaigns, offering brands a seamless ("liquid") presence in the consumer's daily life.
@Dio Boacă, CEO Phoenix Media
"The collaboration between Phoenix Media and Digital Atelier Studio (DAS) is a natural step and a matter of 'technological common sense' for us, considering the shifts in both classic and OOH digital landscapes, user preferences, campaign efficiency, and many other crucial KPIs. Through this partnership, we have created a single ecosystem and a true 'media synergy'."
Unique Technological Integration: Bringing Online to the Streets via Contextualization
What truly defines this partnership is the unique technological integration achieved through the Gemius (AdOcean) system, which operates via a server-to-server connection. Through this common language, campaigns are served and reported in a unified manner, providing clients with the control and flexibility typical of the online world, applied directly in the busiest intersections and urban locations. Consequently, the rough estimates of traditional outdoor advertising are completely replaced by precise digital data, allowing brands to communicate in a relevant, measurable way, free from old logistical barriers.
A Welcome Paradigm Shift
This collaboration completely changes the paradigm of the traditional outdoor medium: the billboard no longer waits passively for the audience; instead, it intelligently follows them.
Knowing that most people have predictable daily routines (home, office, children's school, gym, supermarket), the system allows the advertising campaign to "travel" exactly along the routes where the target audience is located. Furthermore, the rapid updating and rotation of the advertising message solves the problem of "banner blindness" (the typical drop in attention after two weeks), pushing the campaign's reach to a completely new level.
One of the core objectives of this association is to eliminate advertising budget waste and to provide a level of control, transparency, and measurability that is impossible to achieve through classic outdoor methods.
View the full presentation here.
For far too long, Out-of-Home advertising has been oversimplified and reduced to the idea of “billboarding” — static posters, rigid processes, and cumbersome execution. At Phoenix Media, we have spent more than 20 years challenging this perception. Today, we take the final step in aligning Digital Out-of-Home with the dynamism of the online environment through the launch of FineX Studio.
In 2026, Out-of-Home advertising enters a new phase, shaped by bold creativity, a renewed focus on brand building, contextual personalization, and a deeper understanding of the “real-world algorithm.” The true battle for consumer attention no longer happens at home screens, but on the street, on the move, and at real-life decision points. OOH is therefore evolving into a strategic pillar, capable of driving cultural impact, long-term memorability, and genuine influence on purchase decisions.
2026 is shaping up to be a promising year for the outdoor advertising industry in Romania, especially for the Digital Outdoor (DOOH) segment. In a new episode of “All About Digital Outdoor,” Dio Boacă, CEO Phoenix Media, spoke about a major initiative aimed at accelerating the choice of this media channel: an allocation of 300,000 euros for free test campaigns.
