0× ROI.Under $1,000 sold out the hall.

Half a hall, and the date closing in

Hospice, an international palliative-care NGO, was raising money with a charity concert in Romania in November 2018, the 'TIMP PENTRU VIATA' benefit. Two months of online marketing on Facebook and Google had done real work: about half the tickets were gone. But the concert date was close, and roughly half the seats were still empty.

Online had reached the people it could reach. To fill the rest of the hall in the time left, Hospice needed a channel that could put the concert in front of a new audience fast, on a budget a nonprofit could actually spend. The answer was a short digital out-of-home push in the Bucharest subway, bought and measured on Blindspot.

Five days, forty-two screens, five stations

This was not a long campaign. It was a concentrated sprint, sized for a nonprofit and aimed at one outcome: fill the remaining seats before the date. The whole flight ran for 5 days, on 42 screens, inside 5 subway stations, for a budget under $1,000.

Subway stations are where a small budget goes furthest: commuters stand still, dwell time is long, and the same faces pass the same screens twice a day. Five stations, chosen for the audience Hospice wanted, gave the push its density without asking a nonprofit for a big-brand budget.

Bought by the play, steered by sales

The reason a sub-$1,000 flight could move ticket sales is how Blindspot buys DOOH: by the individual play, geo-targeted to specific screens, rather than renting a station around the clock. Every play was concentrated where it counted.

Because ticket sales were watched in real time during the flight, spend could follow what was working while the campaign ran, not after it ended. Dynamic creative optimization tuned the message to context such as weather and time of day. On a budget this small, that feedback loop is what turned a handful of subway screens into a sell-out.

Small budget, measured outcome

The point of this campaign is not its size, it is its efficiency. Every figure below comes straight from the campaign's own reporting:

Read together, the numbers tell one story: a total budget under $1,000 returned 273% ROI, a 2.7x return, and the concert sold out within one week of the subway push going live. The source reports the ROI and the sell-out; it does not publish a per-station or per-day breakdown, so this page does not claim one.

DOOH is not just a big-brand tool

The Hospice flight is proof that measured out-of-home works at nonprofit scale. There was no long contract and no five-figure budget. There was a clear goal (fill the last seats), the right screens (5 subway stations near the audience), a short concentrated flight (5 days), and a live outcome to steer against (ticket sales). Under $1,000, spent that way, returned 2.7x and a sold-out hall.

Questions, answered

What was the Hospice charity concert DOOH campaign?

Hospice, an international palliative-care NGO, was selling tickets to a charity concert in Romania in November 2018. Two months of online marketing on Facebook and Google had sold about half the tickets, but the date was close and roughly half the hall was still empty. To close the gap, Hospice ran a short digital out-of-home (DOOH) push on Blindspot: a 5-day flight on 42 subway screens across 5 Bucharest stations, for a total budget under $1,000. The creative promoted the 'TIMP PENTRU VIATA' concert. The buy was geo-targeted to the stations where the audience already moved, and delivery was steered in real time against live ticket sales. The concert sold out within one week, and the DOOH spend returned 273% ROI, a 2.7x return.

How did the 5-day subway push actually work?

Hospice bought the campaign on Blindspot by the play, not by renting screens around the clock. The 42 screens sat inside 5 Bucharest subway stations chosen by geo-targeting, so the message reached commuters where the target audience already passed every day. Dynamic creative optimization adjusted the creative to context such as weather and time of day, and delivery was monitored against live ticket-sales data so spend followed what was working. Because the flight ran for only 5 days on a budget under $1,000, every play had to count; concentrating a small budget on the right stations at the right hours, rather than spreading it thin, is what made a sub-$1,000 push move ticket sales fast enough to fill the remaining seats.

What were the results, and how were they measured?

The 5-day DOOH push on 42 screens across 5 Bucharest subway stations cost under $1,000 and returned 273% ROI, a 2.7x return on the money spent. After two months of online marketing had sold about 50% of the tickets, the concert sold out within one week of the subway campaign going live. Results were tracked through real-time ticket-sales monitoring during the flight, so the team could see sales move and adjust delivery while the campaign ran. The reported figures are the ROI (273%) and the sell-out (one week); the source does not publish a per-station or per-day breakdown, so this page does not claim one.

Can a small nonprofit run the same play on Blindspot?

Yes. The Hospice campaign is a template for any small-budget advertiser, not just a large one. Blindspot is self-serve and priced by the play, with no minimum spend, so a nonprofit can put a few hundred dollars behind a specific goal like filling the last seats of an event. The moves are repeatable: pick the exact screens near your audience (Hospice chose 5 Bucharest subway stations), run a short concentrated flight rather than a thin always-on one (Hospice ran 5 days), and watch a live outcome such as ticket sales so you can shift spend to what is working. Hospice did all three for under $1,000 and returned 2.7x.