5/11/2019.- We have just reached an agreement with Omnia Mobile, a technological company of the Infinia Group specialized in outdoor advertising, to offer retargeting services to customers of our outdoor screens in Callao Cinemas. An important added value that will allow optimizing the campaigns increasing their audience and reaching more accurately the target audience, in order to achieve greater recall and effectiveness of them.

In this way, Callao City Lights offers brands and agencies the possibility of extending to the digital world the campaigns that are broadcast on their external supports. Customers will thus be able to reimpact through the mobile, either massively or segmented, the users who were previously impacted by the screens.

For this purpose, Callao City Lights will have the DOOH Omnia Mobile platform that feeds its data from Infinia Mobile, DMP (Data Management Platform) of the Infinia Group audited by PricewaterhouseCoopers. In addition, two trackers owned by the Infinia Group have been installed at the bottom of the outdoor screens of the Callao Cinemas, which will be used to detect any mobile device that passes through the area and has activated wifi and/or bluetooth.

Gorka Pagazaurtundua (Callao City Lights) y Borja Gil (Grupo Infinia)

Microsegmentation, affinity and profile
Thanks to this technology, it will be possible to measure in real time the number of people impacted by the screens and have qualitative information on each of them (microsegmentation). It will also make it possible to identify the level of affinity of each one of the targets determined with the campaign; consult the volume and profile of the people who passed near the screens; generate attribution models based on store traffic; and, of course, have detailed post-campaign measurement reports.

Likewise, it will be possible to pre-plan the desired target in the area and know a priori how many users of the advertiser's target can be re-impacted. A powerful tool that will allow customers to know beforehand the possibilities of their campaign in the mobile environment.

According to data from Omnia Mobile, last October the Callao City Lights screens achieved nearly 13.5 million total impacts on an audience made up of 46% men and 54% women, mostly between 26 and 55 years of age, with a medium (51%) and medium-high (24%) socioeconomic level, residents in the Community of Madrid, Catalonia, Valencia and Andalusia.

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