Inspiration
How glooh's Creammatic approach combines creative-first thinking with advanced audience targeting to make DOOH ultra-powerful
It was 2011 when Dimitri first understood the power of captive audience engagement - holding a bus handle at Shanghai's airport, unable to look away from an ad. Today, that insight has evolved into a technological approach that's reshaping how brands think about Digital Out-of-Home.
While the industry obsesses over programmatic buying, glooh is making a different bet: the future belongs to creative-first technology that combines memorable content with captive audience moments.
From Field Activation to Scalable Technology
Dimitri's background in field activation campaigns provided the foundation for understanding what creates memorable advertising moments. "We come from field activation," he explains. "We understand what makes campaigns memorable."
Working in Dubai's retail media landscape, he realized the next challenge: "How do we move from tailored campaigns to scalable technology that maintains that activation power?"
The answer became glooh's technological approach: making engagement scalable through creative-first technology that supports traditional marketing initiatives like sampling and point-of-sale activations.
The Revolution: DOOH Starts with a Creative
Today, while the industry obsesses over inventory optimization, glooh is making a bold statement: Digital Out-of-Home starts with a creative, not a screen.
"What I love first about OOH is that it's a poster; it has massive impact," Dimitri explains. "And with DOOH - you keep that impact effect, but you make it relevant: something that's happening right now, at the neighborhood level."
This philosophy has birthed Creammatic - a creative-first approach that transforms how brands think about out-of-home advertising in the digital age. Tools that turn any online content - social media posts, promotions, job offers, event calendars - into powerful, contextualized DOOH activations at the retail level.
“Why couldn't independent Amazon sellers make their best-selling products visible to truly meet 100% of their offline audience?” adds Dimitri.
The Market Response: Fighting the Scroll Fatigue
“I still remember an OOH ad by Iberia offering flights from Madrid to Fortaleza - using the curtain above a conveyor belt as the cape from the matador. It made a lasting impact. Can you recall any ads for an airline seen on your phone?”
As digital channels become oversaturated and expensive, marketers are experiencing scroll fatigue.
"We're witnessing significant budget reallocation from oversaturated digital channels," he notes. "Our clients are moving 5-10% of their social media and display budgets to SocialDOOH, achieving superior brand recall through contextual, location-based targeting."
Content creators and influencers are particularly drawn to the trend of "Out-of-Phone" marketing - extending campaigns "beyond the scroll to the streets" where audiences become engaged viewers rather than passive scrollers.
The Secret Weapon: Location is the New Cookie
"Location is the new cookie," Dimitri states. "While digital giants scramble to reinvent targeting in a privacy-first world, we're leveraging the inherent contextual power of physical spaces."
A screen in a gym naturally reaches health-conscious consumers. A display near a university connects with young professionals. A panel in a shopping district targets active buyers - all without collecting personal data or violating privacy regulations.
“Most of the time, venue-based or retail media publishers have a gold mine of first-party data, underexploited. Magic happens when creatives meet data: a visual in context to surprise the audience and create that recall effect.”
What We've Built: The Creative Burden Solution
For both brands and publishers, glooh has eliminated the creative burden that has historically prevented DOOH adoption at scale. This same creative bottleneck has long dissuaded brands from investing meaningfully in Digital Out-of-Home.
Through the Creammatic platform, brands no longer need expensive, time-consuming creative production cycles. Publishers no longer struggle with empty screens or irrelevant content. The AI-powered system automatically transforms existing social media assets, promotional content, job listings, and event calendars into thousands of locally-relevant DOOH variations.
The platform delivers complete creative automation - from dynamic templates that adapt to location context, to real-time API integrations that display live stock levels, countdown timers, weather conditions, and store locators.
Looking Forward: Human focus on creative, AI version it to any display
What once required weeks of creative development now happens instantly, ensuring every screen displays the most relevant content for its specific audience and moment. And the source of content has never been so broad and complex: From Youtube, Meta, TikTok or even Shopify / Google Shopping.
“Synchronizing content from a web page, from any channel, to the real world has never been easier” - says Dimitri, “but creating a campaign with a versioning that respects formats, publishers, local regulations and branding is the process where glooh truly brings value”.
As glooh positions itself as an indispensable link in the digital marketing chain, Dimitri sees the company's role evolving beyond platform provider to creative enabler.
The future, according to Dimitri, belongs to those who understand that in DOOH, as in all great advertising, everything starts with a creative that engages.
For the audience, it's turning by-passers into viewers - and reconnecting any generation, in particular Gen-Z.
For marketeers, multi-agent will remove the complexity of activating a campaign:
No DSPs, no complexity, just intelligence.
From one revelatory moment in Shanghai to billions of perfectly-timed ads - sometimes the biggest revolutions start with going back to the fundamentals in OOH: unrivalled share of voice, captive audience, and a great creative that makes your head turn away from your smartphone.