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Special projects
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.
Rather than presenting it as a “super offer,” Phoenix Media is proposing a mechanism through which the company invests directly in market education.
Phoenix Media is making available a total fund of €300,000, aimed at clients who have not used digital outdoor advertising in the past two years.
The budget is divided into approximately 30 campaigns, each lasting two weeks and valued at €10,000 net.
Dio Boacă - "First of all, clients get the chance to promote themselves, to run a campaign and to discover Digital Outdoor. Secondly, we get the opportunity to present the entire system in detail—how it works, what the possibilities are, how advanced it is, the software behind it, and how everything operates.
Because the clients, only have to do this: accept us for a presenation! That's the only condition!"
The offer is simple and transparent, structured by industries and consumer behaviors: clients agree to attend a 90-minute presentation of Phoenix Media’s current digital outdoor solutions. In return, they receive a free test campaign, complete with detailed reporting on audience reach and traffic flows collected in real time.
Such a campaign includes 59 locations, both fixed and dynamic, selected based on time of day, audience behavior, and key points of interest.
Dio Boacă - “This is an initiative through which we are popularizing what Digital Outdoor really means. And without a doubt, after the campaign, there will be clients who will continue running additional campaigns.”
Through this initiative, Phoenix Media aims to accelerate the maturity of Romania’s digital outdoor market.
Phoenix Media does not rule out organizing an additional round of free campaigns later in the year.
The interview was published for the first time on Paginademedia.ro, in a new episode of All About Digital Outdoor, a project supported by Phoenix Media.
In today’s landscape, DOOH advertising briefs are no longer just straightforward requests for display. They now demand sophisticated strategies — with clear brand objectives, contextual adaptability, dynamic personalization, and advanced measurement. As urban environments become increasingly fragmented and hyper-connected, creative tools must deliver in real time. Briefs have evolved into complex, multi-layered roadmaps that require seamless orchestration.
Digital Out-of-Home (DOOH) advertising is undergoing a transformation — from a media primarily used for brand messaging to a dynamic tool for civic engagement and public service. As cities become smarter and more connected, DOOH is proving to be more than just a commercial platform. It's becoming part of the fabric of modern urban infrastructure.
