CALLAO CITY LIGHTS STAGE OF THE X NEWSPAPER ADVERTISING DOOH FORUM

Once again this year, our emblematic Room 1 was the setting for the DOOH Forum organized by Periódico Publicidad. An interesting day inaugurated by Josué Reyzábal, CEO of Callao City Lights, which in its tenth edition had several speakers and three round tables dedicated to creativity in the media, programmatic advertising and the values and challenges of DOOH. The latter included, among other participants, our marketing manager, Belén Merino.

The day ended with the presentation of the first edition of the DOOH Periódico Publicidad Awards. Afterwards, participants and attendees were able to enjoy a cocktail in the Ambigú of our cinemas.

GREAT ATTENDANCE AT THE VI DOOH FORUM IN CALLAO CITY LIGHTS

After the presentation by Miguel Ángel Corrales and Sergio Buenvarón, President and Publisher and Director of Advertising and New Business, respectively, of Periódico PublicidAD, Josué Reyzábal, CEO of Callao City Lights, took the floor to welcome the attendees, He was very pleased to see the cinema with an audience again and announced some of the new features that Callao City Lights has launched in recent months, such as the opening of the rooftop terrace of the building for holding events, in homage to its initial use, decades ago, as a summer cinema.

In addition, our commercial director, Gorka Pagazaurtundua, took part in this event, together with Eric Sas, creative director at BCN Visuals, with a presentation in which he spoke about the six current trends in DOOH: OnAir, augmented reality, contextualised creativity, streaming, mobile retargeting and, of course, 3D, the great novelty that is triumphing in the market.

The event was inaugurated, to the surprise of its attendees, with a performance by the Lebanese violinist Ara Malikian, who delighted the audience with two compositions. Earlier this year, Malikian was the protagonist of an outdoor action at Madrid-Barajas Adolfo Suárez Airport, where he gave passengers arriving at the terminal a concert to present “Petit Garage”, his new album.

Video source: Periódico PublicidAD

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He went on to say that, thanks to technology, the outside is a measurable medium (second certainty). “In our case, with the two trackers installed on the exterior digital screens of the Callao Cinemas. Tools that allow us to know what is happening in our environment: how many people are walking by, their socio-demographic profiles, their living / working environment and interests”.

Every day, we have more life in the streets

And this measurement leads us, as Pagazaurtundua explained, to the third certainty. The fact is that, despite to the situation we live in, there is more life on the streets every day. “According to our trackers installed on the digital screens, the number of unique users and total impacts are growing week by week and the data from the second half of March and April are far behind”.

The fourth certainty has to do with the combination of outdoor and mobile, “increasingly common among our media,” he said. “This allows us to impact pedestrians not only when they are in the street, but also later, when they are in the digital environment, increasing, from 3 to 5 times more, the probability that they will visit a physical or online shop or look for a promotion on the internet. In other words, the union of the outside with the mobile is a great synergy (fifth certainty)”, he added.

 Finally, the commercial director of Callao City Lights alluded to the fact that “the digitalisation of media offers advantages (flexibility in the change of creations, no production costs, information in real time…) that combined with the technological possibilities (3D, RA, synchronisation, live broadcasts…) amplify the creative possibilities of the medium”.

CALLAO CITY LIGHTS, SCENE OF THE VI PROGRAMMATIC ADVERTISING FORUM ORGANISED BY LA PUBLICIDAD

Due to the health crisis of the coronavirus and in strict compliance with all security measures, the event was held both in person (almost a hundred people attended the event) and in streaming, where nearly 2,500 reproductions were reached, with peaks of more than 300 people following the live event at the same time.

The fifth edition of the Programmatic Advertising Awards, which recognise and promote the good use of tools related to programmatic buying/selling, RTB and good data management, both by specialised agencies and media agencies in Spain, were also presented during the event.

CALLAO CITY LIGHTS, HOSTS THE VI PROGRAMMATIC ADVERTISING FORUM ORGANIZED BY LA PUBLICIDAD

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