MediaMarkt, Publicis and Taptap connect mobility, data and advertising precision in a tactical omnichannel campaign

Objetive

To maximise visibility and drive footfall to MediaMarkt’s store at Castellana 200 in Madrid. The aim was to convert high-impact media exposure into measurable in-store visits and deliver tangible business results.

Solution

Taptap, in partnership with Publicis, activated a programmatic digital out-of-home (prDOOH) campaign on carefully selected screens within the Castellana 200 shopping centre. These screens were chosen for their strategic proximity to the store and high footfall potential.

To further bridge the digital and physical experience, an interactive mobile format, Tap2Map, was introduced. This allowed users to find the nearest MediaMarkt location directly from the ad and navigate seamlessly to the Castellana 200 store.

This combined activation ensured media efforts were concentrated on guiding consumers directly to the point of sale.

Results

This focused approach successfully connected digital attention with physical visits. With strong performance across both DOOH and mobile channels, the campaign generated more than 1.4 million impressions and thousands of direct interactions. Importantly, the strategy translated into over 20,000 measured store visits and significantly reduced the cost per visit, proving how precision media planning can drive measurable footfall while maximising media value.