Guides & articles
glooh in La Libre: "the ambition is still to become the Airbnb of outdoor advertising"
Belgian daily La Libre has followed glooh since 2021. Its 8 September piece quotes one number that says it all: a 55-euro campaign. Here is what it buys, and why it is the real alternative to Google and Meta for reaching a neighbourhood.
On Monday 8 September, Belgian daily La Libre published a piece on glooh by Pierre-François Lovens, journalist in its business section. It is the third time he has followed us: at the very start of glooh in 2021, after our funding round in 2023, and now.
One number in the article sums up what glooh does. Let’s stop on it.
"Our ambition is still to become the Airbnb of outdoor advertising."
A marriage proposal for 55 euros
Near Lille, someone booked screens to propose to their partner. Cost of the campaign: 55 euros. In the same tool, the same week, brands like Axa, Proximus, Awex or Warner Bros book campaigns above 50,000 euros.
Same street, same screens. What changes is the objective, and so the budget.
What do 55 euros actually buy? Not a screen: a place and a moment. You pick a neighbourhood, a few days, and the screens people really walk past there: the bus shelter at the end of the street, the station hall, the gym, the shopping centre. You see the full price before you confirm. No subscription, no minimum: one campaign, one price.
That is the “Airbnb of outdoor advertising” the article talks about. You don’t rent a billboard, you book a presence where you want to be seen.
Beyond Google and Meta
The article says it plainly: digital budgets go to Google and Meta first. That is logical, measurable and easy.
But a post lives 48 hours in a feed, then disappears. And the street where your customers live, work, shop and wait for the tram stays out of the media plan. For a shop, an agency, a town hall or a gym, that is where everything happens: within a few hundred metres.
A screen in that radius reaches everyone who walks by, not only the people the algorithm picked. It repeats the message morning and evening, for the whole booked period. That is memorisation, not scrolling. And at 55 euros, it is a test anyone can afford.
When data picks the moment
The article also looks at the sun-protection campaign Partenamut ran this summer in stations and streets. The message only appeared when the local UV index went above 5. The rest of the time, the screen did something else.
That is not reserved for big brands. A campaign can trigger on the weather, the hour, a match score or stock you need to move. We wrote a piece on heatwave advertising strategy if you want to dig in.
The article also mentions THEMIS, our AI agent, which lets you simulate a campaign before it goes live. You can try it right now.
Read the article
Thank you to Pierre-François Lovens for the time spent with us, and for following glooh since the beginning.
Read the article on lalibre.be (in French, subscribers only)
And to find out what your budget buys in your neighbourhood: simulate your campaign, the price shows up in minutes. If you would rather talk it through, book 15 minutes with us.
