The mobile retargeting strategy carried out by AETIB – Agència d’Estratègia Turística de les Illes Balears, at Callao City Lights, achieved more than 2.2 million outdoor impacts and an average mobile viewability of over 81%.

Between the 19th and 25th of May, 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 managed to reach more than one million unique users and exceeded 2.2 million impacts on an audience of men (49.84%) and women (50.16%), with an average age of 26 to 40 years (37.71%) and a socio-economic level mostly medium (44.94%). A public interested above all in art and entertainment, society, travel, home, sports and automotive, resident in Madrid (57.28%) and also with a job in Madrid (61.4%).

48.61% of the users impacted by the outdoor campaign were again impacted by the mobile retargeting strategy established in parallel. This mobile retargeting action featured 5 creatives and 3 different display formats (Interstitial, Robapáginas and Double Robapáginas) 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 81% in the mobile campaign, and engagement rates that, thanks to the optimisation of the campaign, multiplied by 3 the interaction results of the interstitial format, and by 4 in the Double Steal Pages format. Furthermore, the campaign analysis shows that the highest interaction rates for this mobile campaign were achieved on the weekend (Saturday and Sunday) of the campaign, especially from 18:00 to 21:00.

Regarding the geo-profile of mobile users, more than 51% were men aged 26 to 40, of middle socio-economic level, interested in art and entertainment, society, travel and automotive. More than 53% live in Madrid and most of them have an Android device.