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May 14, 2015, Article

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The Drum: Tate Modern combines rich media and programmatic targeting to promote performance arts to European audiences

Read on The Drum 

Tate Modern is ramping up its use of dynamic creative in its marketing with a campaign featuring dance and choreography streamed live internationally across Europe, marking one of the most ambitious programmatic campaigns to date.

The art gallery is using Primo, an engagement marketplace from MediaMath and Silence Media, to promote BMW Tate Live – a series of innovative live performances and events including live web broadcast, in-gallery performance, seminars, and workshops.

Primo has been designed to unite the creative services, ad serving and inventory that expands full-page across premium websites.

Using Primo advertisers can treat their programmatic creative like microsites, packing them with assets including videos, social media feeds, games or live streams.

The campaign, which kicks off on Friday (15 May), will target relevant audiences in the UK, US, Germany and France to raise awareness of the event series.

Lily Mora, marketing manager, events at Tate, said it is “crucial” its advertising campaign mirrors the innovation of its performance arts events.

“Total Media have been key in delivering new and engaging ways for our marketing to interact with audiences. Primo will bring this month’s event to life through advertising and optimise the creative to the right audience, at the right time. We will also use Total Media’s in-house data team to apply learnings from the campaign for even more precise targeting,” she added.

“Silence Media is renowned in the industry for pioneering the cost-per-engagement, media-buying model,” commented Dave Reed, managing director EMEA at MediaMath. “By creating Primo, Silence Media is empowering brands to use programmatic buying to target and captivate consumers with highly-engaging ads.” 

Total Media will be driving awareness for “BMW Tate Live: If Tate Modern were Musée de la danse?”, a two-day takeover of the gallery staged by celebrated choreographer, Boris Charmatz.

The event runs live from Friday 15 May to 16 May 2015, and the campaign will run over the same period.

The Tate has been among some of the most active brands to explore dynamic creative, having previously run digital out-of-home campaign using Liveposter technology in London’s Hammersmith, showing art from the gallery’s archive that was relevant to that moment.

The posters were automatically triggered using Liveposter’s “relevance engine”, which drew on data including time of day, traffic flow, weather, phase of the moon and flight arrival times. Posters were played in rotation, which meant that different data sources and triggers were called upon throughout the two-week period, during which the campaign produced around 14,400 executions.

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