OCTOBER 2020
Actions on our Screens
GORKA PAGAZAURTUNDUA (CALLAO CITY LIGHTS) OPENS THE 5TH OUTDOOR ADVERTISING FORUM – DOOH
Organised by ‘La Publicidad’, this industry meeting was attended by several speakers, including Gorka Pagazaurtundua, Commercial Director of Callao City Lights, who opened the session with a talk dedicated to the certainties offered by the outdoor environment in times of such uncertainty.
He said that the outside is a medium that, during confinement, has not stood idly by. “We have supported from our screens the management of this crisis with social messages, inviting people to stay at home or applauding all the professionals who were fighting against the virus on the front line. And, therefore, this is the first certainty, we have demonstrated that outside is a media with extraordinary social value, helping others”.
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”.
Don’t miss the summary of the largest Outdoor Advertising event – DOOH held in Spain:
Source: La Publicidad
Other events in Callao City Lights
IMMERSIVE EXPERIENCES ARRIVE AT CALLAO CINEMAS
MARCH 2024 EVENTS IN OUR SPACE IMMERSIVE EXPERIENCES ARRIVE AT CALLAO CINEMAS
TELEMADRID REPORTS ON THE BIGGEST RENOVATION IN THE HISTORY OF THE CALLAO CINEMAS
MARCH 2024 CCL IN THE MEDIA TELEMADRID REPORTS ON THE BIGGEST RENOVATION IN THE HISTORY OF THE CALLAO CINEMASRead the full report on TelemadridTwo years away from its centenary, Cines Callao has...
CALLAO CITY LIGHTS, SCENE OF THE ‘ENCUENTROS CON SABOR’ COMPETITION ON LA SEXTA
FEBRUARY 2024 EVENTS IN OUR SPACE CALLAO CITY LIGHTS, SCENE OF THE 'ENCUENTROS CON SABOR' COMPETITION ON LA SEXTA Mahou has chosen Hall 1 of Cines Callao to record the first episode of the...
Other actions in Callao City Lights
CALLAO CITY LIGHTS, ONE MORE YEAR WITH EARTH HOUR
MARCH 2024 Actions on our screensCALLAO CITY LIGHTS, ONE MORE YEAR WITH EARTH HOUR We are once again joining Earth Hour, the largest global initiative in defence of the environment promoted by WWF....
NIL OJEDA, MISHO AMOLI AND GUANYAR PRESENT IN CALLAO THE NEW SEASON OF 21 DAYS
MARCH 2024 Actions on our screensNIL OJEDA, MISHO AMOLI AND GUANYAR PRESENT IN CALLAO THE NEW SEASON OF 21 DAYS The popular content creators unleashed the madness of the hundreds of fans who...
CIRCUITO GRAN VIA: MORE THAN 654 MILLION IMPACTS BY 2023
MARCH 2024 Actions on our screens CIRCUITO GRAN VIA: MORE THAN 654 MILLION IMPACTS BY 2023 Gran Vía Circuit: more than 654 million impacts in 2023 The number of impressions achieved by our screens...