May 24, 2023 | Blogs

The NFL, EssenceMediacom and Hivestack: scoring a touchdown with programmatic digital out of home (DOOH)

The NFL, EssenceMediacom and Hivestack: scoring a touchdown with programmatic digital out of home (DOOH)

The major professional sports league leveraged GroupM Nexus' advanced DOOH solutions and technology suite Sightline, to implement programmatic DOOH to drive awareness among their target audience in Mexico.

Core Objective

The NFL, home to the highest professional level of American football and one of the most recognizable sporting leagues in the world, was looking to run a programmatic DOOH campaign with the objective of driving awareness. 

Every year the NFL schedules games abroad in order to promote the sport and widen its appeal to international audiences. The campaign leveraged eye-catching creative, which included  a dynamic countdown, in order to create buzz and drive awareness for the game that took place at the Aztec stadium in Mexico City between the Arizona Cardinals and the San Francisco 49ers. 


The campaign ran for one week in November and leveraged not only Sightline’s proprietary audience-based planning platform, Journeys, but the Hivestack platform’s “Custom Audience” feature as well to create a target audience composed of sports enthusiasts who were seen around specific points of interest (POI). Points of interest for the campaign included key sports venues and stadiums in Mexico City on billboards and urban panels.

Thanks to programmatic DOOH’s data-driven approach and ability to optimize in real-time, the NFL was able to activate their campaign to the right audience at the right time.


By leveraging the unique benefits of programmatic DOOH, the campaign reached audiences across Mexico, delivering over 460k impressions.

It proved its efficiency of bringing the right message to the right audience and driving significant awareness for the event. The success of this activation also persuaded the client to extend the duration of the campaign beyond its original flight time.

This campaign won the Innovation of the Month Award in the "Use of advanced technology in DOOH Mexico" category.


“Partnering with Hivestack gave GroupM Nexus the power to leverage Sightline’s unprecedented targeting capabilities to reach our preferred audience with incredible precision. The success of this campaign is a testament to the medium’s efficacy, proving that it is possible to connect the right message to the right audience at the right time in OOH.” 

K.Daniela Reyes G., Business Specialist, Xaxis Mexico