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Publicis · Calsa · Argentina
Calsa boosted out-of-home advertising with Taggify’s DSP
The brand leveraged the platform to execute a comprehensive strategy, combining audience segmentation, real-time optimization, and smart space purchasing.
Partners
The brand Calsa took its message to the streets of Argentina through a programmatic out-of-home (pDOOH) campaign that ran for two months across several provinces.
The campaign achieved 1,994,137 impacts, positioning Calsa as a leading brand in consumers’ minds.
THE CHALLENGE
Calsa needed to promote its new healthy breads with cereals and seeds and strengthen brand awareness in Argentina. To achieve this, the company partnered with Publicis Groupe and utilized the functionalities of Taggify for high-impact programmatic campaigns.
THE SOLUTION
- Smart buying: The tool allowed Calsa to acquire ad spaces quickly when available, optimizing investment and increasing efficiency. This enabled the brand to reach its target audience at the right moment with the right message.
- Pacing Rhythm: The campaign adjusted ad delivery according to peak audience times and high-traffic periods, maximizing the impact of each impression.
- Geolocation targeting: prioritized strategic areas in Buenos Aires City and Province, Mendoza, Córdoba, and Santa Fe. Key locations included Belgrano, Palermo, Caballito, Pilar, Morón, Quilmes, Rosario, and Mar del Plata, ensuring the brand reached its target audiences in the most relevant areas.
This case demonstrates how combining the mass reach of programmatic out-of-home advertising with precise audience targeting delivers measurable, scalable, and verifiable results.
