CUPRA, in partnership with PHD Spain and Clear Channel, launched a fully digital innovative exterior advertising campaign through the Demand Side Platform (DSP) The Trade Desk, marking the first 100% Programmatic Digital OOH campaign in Spain.

The campaign for the new model of the CUPRA Formentor has been implemented in Madrid, Barcelona, Valencia, Sevilla and Málaga across 400 Clear Channel digital screens in urban settings.

Alvaro Meza De Lama, Programmatic Specialist at PHD Spain, said of the campaign: “Thanks to being part of an international hub, we were able to see the trend in other markets in Europe where the lines between offline and online are being blurred. Considering its focus on innovation, CUPRA is the perfect brand to launch this OOH purchasing model in Spain.”

Pedro Fernández, Marketing and Product Director at Clear Channel Spain, said: “The fusion of Clear Channel data, technology and displays highlights the efficiencies of the planning process, investment and ROI that can be obtained thanks to Programmatic Digital Out of Home, as part of the solutions for outside environments.”

Javier Tapia, Business Development Director at The Trade Desk Spain, said: “Data will remain the currency of exchange on the internet, and we have only just scratched the surface of what is possible in data-driven marketing. The goal is to be able to offer our customers the possibility to access their entire audience in all formats, measuring everything, and most importantly, making sense of everything.”