The Sonata platform, developed by TAPTAP, allows the profiling, activation and attribution of the audience in campaigns, which has been awarded for its efficiency. 21.4% of engaged users proceeded to a physical Pandora store.
Madrid, Spain - March 20th 2019. TAPTAP Networks, a leading Spanish geospatial intelligence company, yesterday received the Grand Prize for Programmatic Advertising awarded by the newspaper La Publicidad, a benchmark in information on the advertising sector, commercial communication and marketing. The award recognizes the strategy based on data from TAPTAP.
The objective of the campaign was to increase traffic to Pandora’s physical and digital points-of-sale on Valentine's Day. Sonata, the technological platform owned by TAPTAP, has facilitated the profiling, activation and attribution of the campaign audience in a differentiated way. User profiling was developed taking into account physical location history, interests extrapolated through navigation in mobile media and affinity with the product. With this information, Sonata segmented the geolocated users in an area of two kilometers around the 30 physical Pandora stores in Spain.
This activation was made through TAP2Map display ads informing users of the nearest physical Pandora store. The same ad also offered a TAP2Web option that directed the user to the online purchase of the Valentine’s Day Collection 2019. Sonata allowed the advertiser to measure the number of mobile users impacted by the campaign who visited the physical and digital stores. In total, 21.4% of users who interacted with the campaign visited a physical Pandora point of sale.
Raquel Casaus, Digital Director at Amplifi (Carat), spoke about the value provided by Sonata for decision making and the development of the strategy:“Working hand in hand with TAPTAP has helped us advance our Drive to Store strategies, allowing us to understand the synergies between digital activation and physical sale in a more reliable way.”
The strategy of branding based on data has been recognized for its effectiveness by the newspaper La Publicidad, which with its Award for Programmatic Advertising recognizes the good data management, providing efficiency in the purchase by qualified and quality audiences aligned with the objectives of advertiser's business.
Álvaro Rodríguez, Sales Director of TAPTAP, in receiving the award said, “It’s an honor that a media reference such as newspaper La Publicidad recognizes the strategy of data driven branding that we’ve developed with Carat, and assesses the effectiveness of the campaign, as well as the value it signifies for the customer.”
