Mémoire-projet

Abstract

This master’s thesis examines the strategic feasibility of transforming a utility-based IoT infrastructure into a hybrid Digital Out-of-Home (DOOH) advertising platform through the case study of Naki Power, a Belgian company specialized in smartphone battery rental stations deployed in high-traffic public and semi-public environments. While Naki Power currently operates through complementary B2C and B2B business models, some of its large charging stations integrate 46-inch digital screens whose monetization potential remains underexploited. In the context of the rapid growth of the DOOH and AdTech industries, this research investigates under which conditions such an infrastructure can evolve into a programmatic advertising medium while remaining acceptable for host partners, coherent for end users, and economically viable for the company. The theoretical framework combines several complementary perspectives, including hybrid business models, Product-Service Systems (PSS), two-sided market theory, dynamic capabilities, platform governance, and the attention economy. The study explores how connected infrastructures can simultaneously deliver functional utility and media value through the monetization of captive attention in physical environments. Particular attention is devoted to the organizational tensions generated by the hybridization of IoT and AdTech activities, especially regarding governance mechanisms, contextual curation, partner acceptability, and sales transformation capabilities. Methodologically, the research adopts a mixed-methods case study approach. The qualitative component relies on semi-structured interviews conducted with managers from hospitality, healthcare, events, and advertising sectors, as well as experts in DOOH and media ecosystems. The quantitative component is based on a survey administered to respondents exposed to DOOH environments in Brussels. This methodological triangulation allows the confrontation of theoretical frameworks with operational realities. The findings demonstrate that the viability of a DOOH monetization strategy depends less on technological feasibility than on ecosystem governance and contextual integration. The study highlights the importance of maintaining a non-intrusive user experience, implementing strong brand safety controls, and preserving the strategic alignment between Naki Power and its host partners. The research further shows that contextual relevance, moderation of advertising pressure, and localized content curation significantly influence organizational acceptability. From a managerial perspective, the thesis proposes strategic recommendations concerning programmatic governance, sales capability transformation, incentive alignment, and the progressive deployment of a hybrid IoT–media business model.