Launching a new beverage brand is always a tough challenge: high visibility doesn't guarantee results, but measurable conversions do. With Holland Water 500ml, the DOOH Type A campaign (advertising combined with direct product sales on the machine) on Dropfoods' Smart Vending system delivered a compelling debut — closed-loop measurement from D-Spots → Interacted → Verified Purchases, with sample stock projected to last 15 days but sold out in just 4.
1. DOOH Type A Campaign Results in 2 Weeks
Actual data from the Dropfoods Smart Vending system — Holland Water 500ml campaign (Type A: Ads + Product on Machine)
(Ad Plays)
(On-Screen Engagements)
(Confirmed Orders)
⚡ Key Highlight — Type A Closed-Loop
This was a DOOH Type A campaign — LCD video ads combined with direct Holland Water sales on Dropfoods machines, creating a closed-loop measurement cycle: D-Spots → Interacted → Verified Purchases. Sample stock planned for 15 days — sold out after just 4 days at locations with the highest Interacted rates. During the same period, the system recorded 1,052 Verified Purchases of similar bottled water products, validating extremely strong demand at the point of sale.
2. DOOH on Smart Vending — Closed-Loop Retail Media
Digital Out-of-Home combined with real point-of-sale — a model only Dropfoods operates in Vietnam
Unlike traditional DOOH (billboards, outdoor LCD screens), Dropfoods integrates LCD screen advertising directly on smart vending machines — where the customer is already standing, already has a need, and can purchase the product immediately.
📦 2 DOOH Product Types on Dropfoods
- Type A — DOOH + Product Display: For brands WITH products sold on the machine. Video ads combined with direct sales → measure D-Spots + Interacted + Verified Purchases (closed-loop).
- Type B — Pure DOOH (Ads + Interaction): For brands WITHOUT products on the machine (banks, insurance, apps...). Ads combined with games/surveys/QR → measure D-Spots + Interacted.
The Holland Water campaign is Type A — the product was placed directly in machines, creating a closed loop from ad viewing → purchase.
📊 3-Tier Measurement Framework
- 🥉 D-Spots — Video/banner plays in loop (ambient impression), with or without viewer present. Tracked automatically by the system.
- 🥈 Interacted — Active user engagement: clicking on ads, playing games, surveys, scanning QR. Applies to Type A + B.
- 🥇 Verified Views / Verified Purchases — Video plays directly during product purchase → watched completely → purchase confirmed. Type A only.
Traditional DOOH vs. DOOH on Dropfoods:
| Factor | Traditional DOOH | DOOH on Dropfoods |
|---|---|---|
| Display Location | Outdoor billboards, lobby LCDs | LCD on the vending machine — the point of purchase decision |
| Viewer Behavior | Passing by, glancing | Standing in front of the machine, ready to buy |
| Conversion Tracking | Estimated (CPM, foot traffic) | 3-tier precision: D-Spots → Interacted → Verified Purchases (closed-loop) |
| View-to-Purchase Time | Undefined | Under 30 seconds (Type A) |
| Data Feedback | Limited | Real-time: D-Spots, Interacted, Verified Purchases — breakdown by machine, cluster, time slot |
| DOOH Products | Single format | Type A (Ads + Product) and Type B (Ads + Interaction / Lead Gen) |
3. Real Campaign Photos From Deployment Locations
The Holland Water campaign was deployed across 6 diverse location clusters, reaching multiple target audiences
📍 Aeon Mall Tan Phu
Major shopping center with high "on-the-go" foot traffic. Stable conversion rates driven by quick, convenient purchase behavior near checkout areas.
📍 Aeon Mall Binh Tan
Covering the western HCMC area. Shoppers combined beverage purchases at Dropfoods machines on their way out of the mall.
📍 HCMC College of Economics
Young students familiar with cashless payments. Ads displayed during break times saw extremely high on-screen interaction rates.
📍 University of Science (HCMUS)
High density of young users. Holland Water sample stock sold out in just 4 days — clear evidence of strong new product acceptance.
📍 Khanh Hoi General Hospital
Round-the-clock demand for bottled water. LCD ads reached patients, visitors, and medical staff 24/7 — ideal for "grab-and-go" healthcare environments.
📍 FPT
Tech-savvy office environment with modern professionals. Holland Water became a quick choice during work breaks, receiving positive reception.
4. Data-Driven Insights From the Campaign
Performance analysis by Venue Cluster
| Venue Cluster | Key Insight | Rating |
|---|---|---|
| EDU (Universities/Colleges) |
Young users show high new product acceptance. QR & cashless payment adoption is very high. Interacted rates peak during break hours → highest Verified Purchases per D-Spot ratio. | ⭐ Excellent |
| RETAIL (Shopping Malls) |
Stable conversion driven by "on-the-go" purchase behavior. 24/7 operation suits impulse buying patterns perfectly. | ⭐ Stable |
| HEALTH (Hospitals) |
24/7 ad reach matching "grab-and-go" healthcare consumption. Bottled water demand consistently high across all time slots. | ⭐ High Potential |
| CORP (Office/Enterprise) |
Tech-savvy professionals readily try new products when ads appear on the machine. Strong mid-day Interacted rates during work breaks. | ⭐ Good |
📊 Market Demand Validation
During the same 2-week campaign period, the Dropfoods system recorded 1,052 Verified Purchases of similar bottled water products at machines in the same clusters. This confirms that real demand at the point of sale is extremely strong, and Holland Water's trial phase is performing exceptionally well — ready for distribution scale-up.
🧠 Brand Awareness Effect
From the data, the majority of buyers do NOT click on ads before purchasing. They see ads playing on the LCD → remember the product → select it from the product list when buying. This is a key advantage of non-skippable DOOH: even without direct clicks, ads still create strong brand recall and conversion — something online digital advertising cannot achieve at this level.
5. The Ads Pilot Model — Test Before You Scale
Small campaign — big measurement — precise decisions
Dropfoods offers an Ads Pilot model that allows brands to experience DOOH advertising on smart vending machines before committing a large budget:
- Choose Product Type: Type A (Ads + Product on machine, closed-loop) or Type B (Ads + Interaction / Lead Gen).
- Choose Venue Cluster: Education (EDU), Hotel (HOTEL), Corporate (CORP), Retail (RETAIL), Healthcare (HEALTH), Residential (RESI) — or multi-cluster combinations.
- LCD Ads: Non-skippable video/banner 6–10 seconds, playing continuously 7h–22h (15 hours/day) on touchscreens at selected locations.
- Integrated Sampling (Type A): Place sample products in machines so customers can purchase and try immediately at the ad viewing point.
- 3-Tier Reporting: D-Spots (ad plays), Interacted (engagements), Verified Purchases (confirmed orders) — Type A only — breakdown by machine, cluster, time slot.
- Flexible Trial Period: From 2 weeks to 1 month, depending on campaign scale.
🚀 Growth Path After Pilot
- Pilot (10+ machines): Test, measure baseline, validate real-world results.
- Growth (50+ machines): Expand to a full cluster, increase reach.
- Business (100+ machines): Multi-cluster coverage, optimize CPM.
- Full Network (130+ DOOH machines): Full network, covering all 6 venue clusters.
Pilot results provide the data foundation for brands to decide on expansion — with real data, not guesswork.
6. Register for an Ads Pilot With Dropfoods
Don't advertise just for display. Advertise so customers walk straight to the machine — choose a product — pay — and hold the product in their hands in under 30 seconds.
🚀 Turn Every Purchase Moment Into Measurable Media Impact
Dropfoods will contact you for a consultation within 24 hours of receiving your registration.
Register for Ads Pilot Now →For Brands & Agencies:
- Precise Targeting: Select from 6 Venue Clusters (EDU, HOTEL, CORP, RETAIL, RESI, HEALTH) or by audience segment.
- Flexible Formats: Video, static banners, full-screen takeover — tailored to your creative strategy.
- Closed-Loop Analytics: Dashboard tracking D-Spots, Interacted, Verified Purchases per campaign.
- Transparent Reporting: Proof-of-Play and conversion data accurate to every single order.
- 130+ DOOH Machine Network: Covering 6 venue clusters (education, healthcare, retail, corporate, residential, hospitality) across HCMC and expanding.
Contact Dropfoods Vietnam
Address: 34 Le Duan, Sai Gon Ward, Ho Chi Minh City, Vietnam (Mon-Fri: 8:30 AM - 5:30 PM)
Phone: (84) 028 6290 6066
Email: contact@dropfoods.com
Facebook: https://www.facebook.com/maybanhangdropfoods
Website: https://www.dropfoods.com