The digital strategy carried out by the Compañía Nacional de Danza combined DOOH impacts on users who walked around the Plaza del Callao, with a subsequent reactivation of this target through display impacts on their mobile devices. The strategy achieved high engagement results, with more than 1.2 million unique users impacted by the Callao City Lights screens and a total of 332,461 impressions served in digital, reaching an average CTR of 0.74%, and exceeding the average for this type of display format, which is around 0.60% (CTR).

Outdoors, the campaign reached 1,253,638 unique users, achieving a total of 6,059,576 impacts.

The users impacted were men (50.22%) and women (49.78%), with an average age of 26 to 55 years and an average socioeconomic level. An audience interested in art and entertainment, sports, technology and shopping and resident in the Community of Madrid.

This is clear from the data collected by the Infinia Group in the area of influence of the Callao City Lights screens.

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