BALEARIC ISLANDS CONQUER CALLAO WITH MEDITERRANEAN SOUL

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.