This article was originally published by IAB Perú
Unlike traditional advertising methods, this initiative is based on programmatic audience activation. The approach allows messages to be activated only when more than 60% of the target audience is near the screens, ensuring that each ad reaches the right audience at the right time. This strategy maximises brand visibility and enhances the connection with moviegoers.
The campaign targets adults over the age of 18 with interests in entertainment and movies, and is rolled out on Clear Channel screens located in key areas of the city, including Comas, Independencia, Surco and La Molina. These locations are not only high traffic points, but are also close to Cinemark cinemas, ensuring that the messages are presented to the audience at the right place and at the right time.
The results of the campaign have been impressive, with over 400,000 impressions and 16,000 views. This is proof of the effectiveness of the DOOH approach in reaching a targeted audience. Designed to capture attention at key times, the campaign runs on weekdays and weekends from 7am to 9pm, impacting commuters and travellers along the city's main roads.
‘We are excited to be pioneering programmatic outdoor advertising in Peru,’ said Diana Lopez Chiu, Marketing Manager at Cinemark. ‘By leveraging Taptap's geo-referenced data, we have enhanced our ability to connect with our audience in a more meaningful way. This collaboration with Publicis Groupe has produced tangible results and drives us to explore new opportunities in DOOH advertising.’
The partnership between Cinemark, Publicis Groupe and Taptap has allowed Cinemark not only to maximise its visibility in the market, but also to personalise its communication effectively with its audience in Lima. Thanks to the use of geo-referenced data, Cinemark has been able to target its target audience more accurately and in a more timely manner, improving the relevance of its messages and contributing optimally to the conversion of its campaigns. This collaboration has established a programmatic approach that transforms digital outdoor advertising in Peru, positioning Cinemark as a leader in the use of advanced technology and data analytics to create impactful advertising campaigns that set a new industry standard.
Jose Garreta, Head of Business at TAPTAP Peru, comments: ‘For a long time now, our company has been implementing strategies based on data and technology. We have always said that programmatic buying is not just another piece of the media plan, but that it is the way in which all media will start to be bought from a single DSP. In that respect, we are very happy to be able to demonstrate to the market that this solution is not something that is coming in the future, but that it is already a reality. We are very grateful to Publicis and Cinemark for trusting in our geospatial technology / SonataLI and for being pioneers in programmatic OOH buying in Peru. Let's go for more.
About Cinemark
Cinemark is a chain of cinemas owned by Cinemark Holdings, Inc. with operations in the United States, Chile, Colombia, Argentina, Ecuador, Peru, Bolivia, Paraguay, Taiwan, Brazil, among others. They are highest attendance cinemas in Latin America. They have 195 cinema complexes and 1,410 screens, making them the most diverse cinema circuit.
About Publicis
Publicis Media maximises the power of media through global agency brands such as Publicis Collective, Publicis Health Media, Spark Foundry, Starcom and Zenith, as well as the PMX global accelerator and integrated platform-based technologies including CJ, CitrusAd, Epsilon and Profitero. As a key business solution of Publicis Groupe ([Euronext Paris FR0000130577, CAC 40]), Publicis Media's global, digital-centric, data-driven solutions deliver value to clients and drive growth in a platform-driven world. It is present in more than 100 countries and has more than 23,000 employees worldwide.
About Taptap Digital
Taptap Digital is an area-based marketing platform, helping brands to discover who and where their ideal customers are and how best to reach them without the need for cookies.
Predictive and real-time modelling of georeferenced data powers smarter audience definition and discovery for better planning, activation and reporting across CTV, DOOH, digital audio, desktop and mobile.
Current clients include global brands like Coca Cola, Dyson and LVMH and agencies groups such as GroupM, Dentsu and Publicis. Founded in 2010, Taptap is headquartered in Madrid with offices across the United States, Europe, South America and South Africa.
