- To plan their digital out of home (DOOH) campaign, Barceló and JAKALA BMIND uploaded first party data to Sonata Location Intelligence to be able to perform a complete analysis, with all variables existing and actionable in the same platform.
- They could therefore look at high-potential areas, audience and contextual variables as well as DOOH screens collectively resulting in a much more comprehensive strategy.
Madrid - October 18, 2022. Barceló Hotel Group, the Spanish multinational travel and luxury hotel company, combines geospatial intelligence with their first party data for its “DOOH New York” campaign, aimed at driving travel to the Caribbean.
Barceló’s first party data included the Manhattan postal codes with the most sales for travel to Punta Cana and Riviera Maya. The zip codes were cross referenced in an initial analysis in Hexagon, JAKALA BMIND’s platform, with other variables relevant to the company to identify potential campaign areas.
All data was then onboarded to Sonata Location Intelligence (Sonata LI), Taptap’s geo analytics platform, where it was further enriched with additional sociodemographic and contextual variables including age and interest in travel, luxury or lifestyle. With the data mapped in Sonata LI, Barceló and JAKALA BMIND used the platform to search for all available DOOH screens within these high affinity zones - the areas more likely to convert.
"The increased efficiency achieved thanks to location analytics has allowed us to complete our full funnel strategy by incorporating new formats into our media mix," says Alberto Rodriguez, Global Head of Digital Marketing at Barceló Hotel Group.
In addition to outdoor media, the campaign also featured a one to one digital video portion that retargeted users who previously saw the DOOH screens in other moments when they were no longer on the go and more likely to view a video. Additionally, the video campaign excluded areas with existing digital campaigns already active to avoid unnecessary overlap. All channels, DOOH and video, were 100% programmatic via the Sonata DSP.
In this way, Barceló, hand in hand with BMIND, was able to develop a strategy completely focused on efficiency. The combination of first party data, advanced location intelligence and omnichannel programmatic access represents a more comprehensive way to plan and activate media. The omnichannel campaign reached over 1.4 millions users in the target audience, with VTRs over 80%.