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.

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.