CALLAO CITY LIGHTS OFFERS 3D MOBILE RETARGETING

Callao City Lights has reached an agreement with Adgage, a company specialising in mobile advertising, to offer its clients mobile retargeting with 3D pieces. A service that will allow to transfer to the digital environment the spectacularity of the 3D creatives previously shown on the screens of Circuito Gran Vía and, in this way, to reinforce even more the memory of the campaigns.

The 3D retargeting can be carried out in interstitial display, occupying the entire screen of the terminal. Moreover, as a result of this agreement, Callao City Lights will also offer mobile retargeting on social networks (Instagram, Facebook, YouTube and Tik Tok), on display and in pre-roll video.

“We are delighted to have reached this agreement with Adgage, especially for the novelty of being able to retarget digital outdoor advertising audiences with 3D creatives in the mobile environment. A formula that, thanks to its spectacular nature, boosts the advertiser’s branding strategies, boosting audience awareness”, says Gorka Pagazazaurtundua, commercial director of Callao City Lights.

Daniel Shaikh, Co-Founder of Adgage, states: “With our technology and impactful digital formats, we help multiply the effectiveness of the outdoor campaigns of a benchmark in the sector such as Callao City Lights”.

Balearic Island Tourism

AETIB (Agència d’Estratègia Turística de les Illes Balears) has been the first client for which Adgage has carried out a mobile retargeting action in Callao City Lights, achieving interesting results. The mobile strategy, in this case combining interstitial, pre-roll video and social media formats, retargeted individuals who had been geolocated in the Callao square during the broadcast of the Illes Balears campaign.

Under the slogan ‘Mediterranean Soul’, the action, developed between 24 January and 1 February, coinciding with FITUR 2024, achieved more than 5.4 million outdoor impacts and an average mobile viewability of over 86%. Specifically, the results in the digital environment were outstanding both with the pre-roll video (VCR of 78% and visibility of 84%), as well as with the interstitial format (CTR of 2.37% and visibility of 89%) and the video on Facebook and Instagram (with a VCR of 0.61%). A strategy that, combining DOOH impacts with mobile retargeting, managed to reinforce brand recall and position the Balearic archipelago as a tourist destination in the user’s top-of-mind.