A typical owner-run salon in Vienna's 2nd district tested 14 days of DOOH at €4/day per screen. Estimated +35% online bookings, break-even on day 9.
30-second takeaway: Hair salon in Karmeliterviertel books 2 screens (Schwedenplatz + Praterstern), 14 days, ~€112 total spend. Result: estimated +35% online appointments, ROI positive from day 9. Spot showed before/after cut + QR code to booking.
Background
An owner-run salon (4 stylists, ~€80 average ticket) wanted to lift utilization during quiet May weeks. Google Ads ran stable for 2 years at ~€8 CPC: noticeably higher than our DOOH floor (exact values vary by industry) — too expensive for margin.
Christian Starzengruber
Founder, adyoutiser
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