The mobile retargeting strategy carried out by AETIB – Agència d’Estratègia Turística de les Illes Balears, at Callao City Lights, achieved more than 5.4 million outdoor impacts and an average mobile viewability of over 86%.

Between 24 January and 1 February, the AETIB’s campaign to promote tourism in the region combined DOOH impacts from the central screens of Callao City Lights with the subsequent mobile retargeting of those users who passed through the area during the campaign period.

The outdoor advertising strategy achieved 5.4 million impacts on an audience of women (58.5%) and men (41.5%), with an average age between 30 and 50 years old (32.53%) and a high socioeconomic level (40.3%).

This mobile retargeting action featured Interstitial, Robapáginas and META video (Facebook and Instagram) showing different activities that travellers can carry out in the Balearic Islands, reinforcing brand recall and positioning the Balearic archipelago as a tourist destination in the user’s top-of-mind. The retargeting strategy achieved a viewability of almost 86% in the mobile campaign.

Under the slogan ‘Alma Mediterránea’ the pre-roll video achieved a VCR, above the Benchmark (70-80%), of 78% and a visibility of 84%, and in the interstitial format a CTR, above the Benchmark (1.5-2%), of 2.37% and a visibility of 89%.

In the META video we can highlight a higher CTR on Facebook, 0.12%, and on Instagram the VCR stands out with 0.85%.

In summary, the campaign has managed to maintain and even surpass the general Benchmarks of the different formats.

Additionally, the highest volume of Interstitial impressions is concentrated in the following sites within our network: Mundodeportivo, Telecinco, La Razón, El Nacional and El País. The highest volume of impressions in the Video Preroll campaign has been in: Cadena Ser, El Independiente, Okdiario, El País and Libertad Digital.

To celebrate TAG Heuer Carrera’s 60th anniversary, the Swiss brand launched a new range of the collection featuring actor Ryan Gosling. A novelty that the brand unveiled with an advertising campaign that, under the slogan ‘The race never stops’, had a presence in Callao City Lights with two different creatives: one with the image of the watch in 3D that was broadcast on the screen of the Plaza del Callao and another traditional one, starring the Canadian actor, which was displayed on the screen of Gran Vía.

The action, managed by Publicis, could be seen last April and also had two hours of exclusive advertising broadcasting. The campaign achieved more than 4.5 million impacts during the five days in which it was broadcast and 85,000 more impacts in the two hours of exclusive broadcasting. It also achieved viralisation on social networks and high brand awareness.

On the occasion of the inauguration in Madrid of the exhibition ‘Formula 1 The Exhibition’, IFEMA launched an advertising campaign that could be seen for several days on the screens of Circuito Gran Vía. The piece, which showed the silhouetted image of a racing car in neon strokes, was shown from 3 to 9 April on the outdoor screens of the Callao Cinemas and the Lope de Vega, Coliseum and Rialto theatres.

A DOOH advertising domination campaign that managed to exceed 12.5 million impacts, achieving more notoriety for the exhibition and a greater connection with the local target.

Hosted by F1’s leading figures, the exhibition offered a unique account of its past, present and future history through an innovative experience, from spectacular audiovisual content to exclusive displays. Six rooms where you can admire curiosities, mythical objects from all the teams and take a journey through the history of the sport.