Introduction
Otrium, the fashion platform that makes designer brands accessible at sharp prices, spent years focusing successfully on performance channels such as Google and Meta. In 2025, however, the brand decided to widen its channel mix with branding media such as radio and digital out of home (DOOH). The goal: sustainable growth without giving up measurability and return.
The problem
Rising media and click prices were eroding the effectiveness of the existing media mix. Last-click attribution also made it impossible to value branding channels properly, which led to under-investment in the media that drive the upper funnel. Otrium faced the challenge of measuring impression-based media effectively and folding them into a performance-driven strategy.
The solution
Working with Draft Digital and technology partner Billy Grace, Otrium took a significant step towards data-driven brand building. They chose an innovative measurement approach based on multi-touch attribution (MTA) and unified marketing measurement (UMM).
Billy Grace's technology made it possible to bring the complete customer journey together — both app and web — into one clear view, using session stitching. That means separate interactions, such as an app visit after hearing a radio spot, are no longer treated as unrelated actions but as parts of the same journey.
On top of that, advanced data science models calculated what share different touchpoints — impressions on radio or DOOH, for instance — had in the behaviour that eventually converted.
- MTA assigns value to every contact moment in the customer journey, not only to the last click.
- UMM uses regression analysis to model the impact of non-clickable media such as radio and DOOH on conversions. That made clear, for example, that radio campaigns caused a direct uplift in branded search traffic.
This approach allowed Otrium to deploy impression media not only creatively but with a performance focus, and with measurable results.
Radio and DOOH were cleverly combined into one integrated media mix, where both channels reinforced each other at exactly the right moments. Instead of buying them separately, DOOH spots were made visible only in a time window just before and after the radio spot. That meant someone hearing an Otrium radio spot while driving had a high chance of seeing an Otrium out of home message on a digital motorway mast immediately afterwards.
Buying was made possible through the Outmoove DSP, a technology platform that steers DOOH campaigns in real time. This allowed buying to the minute around radio moments, which is close to impossible with traditional media buying. A DSP also makes it possible to buy across different networks, which maximised reach. Inventory was bought from Global and Ocean Outdoor, among others.
"What makes this case so good is how we used smart technology to connect the offline world to performance. That is how we make impression channels relevant and accountable again."
— Lars Postmus, founder, Draft Digital
Results
The new strategy delivered a boost in awareness and hard performance results:
35% higher return on ad spend for DOOH than for social channels
Return on DOOH comparable to several non-branded search campaigns
Reinforcement of several channels, including social, search and affiliate
Proof that branding channels demonstrably contribute to sales
"It is great to see offline branding media finally becoming measurable and scalable. Thanks to smart data technology we can now invest with confidence in channels that used to fall outside our view."
— Philip Sonneveldt, Digital Marketing Manager, Otrium
Next steps
Otrium now sees branding media as a full part of the media mix, and is therefore expanding and refining the strategy. The coming period focuses on three pillars:
- Strategic partnerships with media owners: as branding media become a more structural and predictable part of the plan, there is room to make smarter agreements with media owners. Think annual contracts or volume deals that deliver better rates, more flexible planning and extra visibility. It also underlines that personal contact and negotiation remain essential in media buying, despite automation.
- Optimising creative through dynamic creative optimisation (DCO): where the first phase used a single generic execution, the next step is adapting creative dynamically based on context. DCO technology lets Otrium vary proposition, message or tone of voice in real time, depending on time of day, location, weather or audience segment. That increases the relevance of each execution and makes the media work harder.
- Extending reach with new touchpoints: alongside motorways, Otrium is looking at visibility in other relevant locations such as shopping centres, car parks and congestion-prone routes. Being present where the audience physically is, and has time to absorb the message, further increases the chance of impact and conversion.
