How Blindspot Helped Bitdefender Launch Their First DOOH Campaign On A Limited Budget
Bitdefender, one of the world’s most recognized cybersecurity companies, set out to test digital out-of-home (DOOH). For a brand built on precision and efficiency, its first global outdoor campaign had to meet the same standards: targeted, flexible, and cost-effective.
The objective was to reach audiences during major sporting and technology events, including Formula 1 races and other global gatherings, while keeping total spend below $50,000.
Reaching Global Audiences on a Smart Budget
Bitdefender’s team, led by Kara Giacobazzi and Alexandra Drogeanu, explored multiple vendors before choosing Blindspot. Traditional agencies offered static, round-the-clock ad placements, an expensive model that charged for screen time even when no one was watching.
Blindspot’s platform, however, enabled Bitdefender to pay only for high-traffic hours and key event days, drastically increasing media efficiency. It also offered full visibility into screen locations, performance data, and creative scheduling, giving the brand complete control over how and when its ads appeared.
We loved the visibility other vendors couldn’t provide. We could maximize our budget by displaying ads only during specific dates and times and even change creatives based on race results.
— Kara Giacobazzi, Marketing & Events Manager, Bitdefender
Targeting Formula 1 Fans, Travelers, and Tech Enthusiasts Worldwide
The campaign targeted sports fans, event attendees, and high-income tech consumers in four key markets: Las Vegas, San Francisco, London, and Singapore.
By combining urban panels, airport displays, and a fleet of mobile LED trucks, Blindspot ensured Bitdefender reached both dense city centers and peripheral event zones, including areas with little to no permanent DOOH infrastructure.
Programmatic Precision During Peak Moments
Blindspot’s programmatic platform optimized delivery across 283 DOOH units, serving ads only during peak visibility hours. By using a mix of private marketplaces (PMPs) and open exchanges, the campaign accessed premium inventory that other advertisers paid higher rates for.
Campaign snapshot:
- Exposure time: 838 hours
- Ad plays: +290 K at key traffic hours
- Impressions: 18 million across 3 continents
- Budget efficiency: +60% improvement through precise scheduling
Agile Creative Execution Across Continents
The campaign’s flexible scheduling allowed Bitdefender to adapt creative messages by time, location, and event results, a first for the brand. For example, LED trucks near Formula 1 circuits displayed updated visuals following each race weekend, connecting global sports energy with Bitdefender’s cutting-edge technology theme.
Mobile screens also extended reach beyond airports and arenas, covering routes frequented by eventgoers in remote areas with no permanent digital billboards.
Results: Performance That Traveled the Globe
Despite limited spend, the campaign achieved remarkable reach and engagement:
- +18 M impressions across 4 major markets
- +290 K ad plays during key traffic periods
- +60% budget optimization through programmatic targeting
- Execution timeline under 48 hours from booking to live deployment
What Bitdefender Learned from Its First DOOH Launch
The results proved that with the right partner, DOOH can perform like digital: precise, flexible, and measurable. Bitdefender discovered that strategic micro-buying and creative agility could deliver massive exposure across continents while maintaining full cost control.
Blindspot’s data-driven, event-based strategy turned outdoor screens into a responsive, global storytelling platform: perfectly aligned with Bitdefender’s identity as a performance-oriented tech brand.
