The DOOH Type A campaign for Holland Water 500ml on the Dropfoods Smart Vending network ran for 48 days (Feb 12 – Mar 31, 2026) across more than 100 machines in Ho Chi Minh City. Combining advertising with direct product sales on the machine, the campaign recorded 7,040 Verified Purchases — at a cost of just 3,636 VND per purchase (~$0.15), making it 6–57× cheaper than digital advertising.
1. DOOH Type A Campaign Results — 48 Days
Real performance data from a Type A DOOH campaign on 100+ machines over 48 days. 6-second non-skippable TVC, 7AM–10PM.
(Video Plays)
Purchases
Purchase
⚡ Insight: View → Purchase = 85.5% Conversion
8,233 Verified Views (mandatory brand video played during checkout, 100% VCR) → 7,040 completed purchases = 85.5% conversion rate. Meanwhile, 92% of buyers did NOT click the ad (only 542 Interacted vs 7,040 purchases) — they saw the video repeatedly in the loop → built brand recall → chose to buy on their own. This is the Brand Awareness Effect — non-skippable DOOH creates natural brand recognition.
2. Real Case Study: 7,040 Verified Purchases, 3,636 VND/purchase
Data from a Type A DOOH campaign on 100+ machines over 48 days.
| Metric | Result (48 days) | Notes |
|---|---|---|
| 🥉 D-Spots | 5,466,932 | Continuous video play 15h/day, non-skippable |
| 🥈 Interacted | 542 | Direct clicks on the ad |
| 📺 Verified Views | 8,233 | Mandatory brand video during checkout (100% VCR) |
| 🥇 Verified Purchases | 7,040 | Watched video → purchased at the machine |
| Cost per Purchase | 3,636 VND | Net cost / 7,040 purchases |
3. 4-Tier Measurement Framework: Closed-Loop Measurement
Unlike traditional DOOH which can only measure video plays (impressions), Dropfoods measures the entire journey from display → interaction → verified view → purchase at the point of sale.
📊 4-Tier Measurement Framework
- 🥉 D-Spots — Video/banner played in the loop cycle (ambient impression), with or without a direct viewer. Automatically tracked by the system.
- 🥈 Interacted — Active engagement: ad clicks, game plays, surveys, QR scans. Applies to both Type A + B.
- 📺 Verified Views — Brand video plays directly during checkout → buyer must watch the full video before completing the transaction. VCR = 100%.
- 🥇 Verified Purchases — Verified orders: watched brand video → purchased the product at the machine. Type A only.
4. Top Performers — Best-Selling Machines
| Machine | D-Spots | Sales | Rate | Location |
|---|---|---|---|---|
| M046 | 53,923 | 636 | 1.18% | AEON Mall Binh Tan (Shoppers) |
| M054 | 57,778 | 119 | 0.21% | Office, District 1 |
| M075 | 49,909 | 309 | 0.62% | HCM College of Economics |
| M094 | 42,659 | 297 | 0.70% | LOTTE Mart Go Vap |
| M074 | 49,597 | 246 | 0.50% | HCM College of Economics |
5. ROI — Cost per Purchase
6. Comparison with Digital Advertising
Cost per purchase comparison between Dropfoods DOOH and popular digital advertising channels:
💡 Key Message for Brands
"Don't compare cost per view — compare cost per purchase. Dropfoods delivers at 3,636 VND/purchase vs. Facebook 50K–200K, YouTube 70K–300K. Dropfoods is 14–82× cheaper and the transaction happens right at the point of display."
7. Two DOOH Product Types on Dropfoods
📦 Type A vs Type B
- Type A — DOOH + Product on Machine: For brands WITH products sold on the machine. Video ads combined with direct sales → measures D-Spots + Interacted + Verified Views + 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 → measures D-Spots + Interacted.
The Holland Water campaign is Type A — the product is placed directly in the machine, creating a closed loop from viewing the ad → watching the brand video → purchasing.
Want to run DOOH on Dropfoods?
300+ machines, 6 Venue Clusters, 4-tier closed-loop measurement. Contact us now for a media kit.
Get in Touch →Contact Dropfoods Vietnam
Address: 34 Le Duan, Sai Gon Ward, Ho Chi Minh City (Monday–Friday: 8:30 AM – 5:30 PM)
Hotline: (84) 028 6290 6066
Email: contact@dropfoods.com
Facebook: facebook.com/maybanhangdropfoods
Website: dropfoods.com | dropfoods.com.vn