#dooh

#dooh

For basketball fans, a new year means one thing: March Madness is right around the corner. This jam-packed month has historically been a goldmine for brand marketers. The three full weeks of the tournament, not including the lead up, is an opportunity to capitalize on a pool of highly engaged consumers - whether they are the lucky fans watching in-person, tuning in at restaurants and bars, or catching the highlights from their phones or couch.

For the Coca-Cola Music Experience 2025, Spain's premier youth music festival, Coca-Cola partnered with DIVE and Essence Mediacom to activate TikTok's Out of Phone program, transforming Madrid into a live, citywide feed of festival anticipation. From Sept. 5-11, high-impact DOOH screens showcased creator-led artist drops, countdowns and TikTok-native visuals that mirrored how fans engage on the platform. QR codes invited real-time interaction, turning everyday foot traffic into active participants.

For decades, 'primetime' has been a familiar concept to advertisers: the moment when audiences gather, attention peaks, and impact follows. Yet in digital out-of-home (DOOH), the idea of prime time is still a new and unexplored concept. Traditional DOOH planning relied on fixed schedules and average audience estimates, assuming exposure was relatively constant. But the real world doesn't work like that. People move in rhythms, not averages.