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Art gallery to run first live high-impact programmatic campaign using Primo, an engagement marketplace from MediaMath and Silence Media

London, UK, 13th May 2015: To promote this month’s BMW Tate Live event to a wider international audience, Tate Modern is running a high-impact programmatic campaign featuring dance and choreography streamed live internationally in a media first.

Total Media will execute the Tate Modern programmatic campaign using Primo, the brand new engagement marketplace from MediaMath and Silence Media.

By partnering with MediaMath, Primo brings together the ingredients to trade an engagement campaign programmatically for the first time – creative services, ad serving and access to inventory that expands full-page across premium websites. Using Primo offers advertisers the chance to treat their programmatic creatives like microsites, packing them with assets like multiple videos, social media feeds, games or live streams.

The Tate BMW Live campaign will target relevant audiences in the UK, US, Germany, and France. Primo’s high-impact formats will enable BMW Tate Live to engage untapped international audiences.

“BMW Tate Live is an innovative series of performance art events and it was crucial that our advertising campaign was equally as innovative,” said Lily Mora, Marketing Manager, Events at Tate. “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.”

“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. We are delighted to offer the marketplace exclusively through MediaMath.”

Now in its fourth year, BMW Tate Live features a series of innovative live performances and events including live web broadcast, in-gallery performance, seminars, and workshops. 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 15th May to Saturday 16th May 2015, 12.00 – 22.00.

The Primo campaign for BMW Tate Live: If Tate Modern were Musée de la danse? runs from 15th May to 16th May.


About MediaMath

MediaMath ( is a global technology company that’s leading the movement to revolutionise traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company’s founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise.

TerminalOne activates data, automates execution and optimises interactions across all addressable media, delivering superior performance, transparency and control to all marketers and better, more individualised experiences for consumers.  It has a seasoned management team leading 15 global locations across five continents. Key clients include every major agency holding company, operating agency and top brands across verticals.

About Silence Media

Silence Media ( is a 6-year-old online advertising network based in London.

Pioneers of the cost-per-engagement media-buying model, Silence design and build suites of interactive ads for desktop, tablet and smartphone, advising clients on how to make the best use of their content.

Last year, Silence engaged over three and a half million people in the UK for brands like P&O, Florette and The BBC.

Primo is their latest product.

About Tate

Tate is a family of galleries in the UK which includes Tate Britain and Tate Modern in London, Tate Liverpool in Merseyside and Tate St Ives in Cornwall. Tate’s mission is to increase public understanding and enjoyment of British, modern and contemporary art. It looks after the nation’s collection of British art, and international modern art, and has a major international touring programme which sees these artworks travel to galleries across Britain and around the globe. Tate is recognised internationally as a leading and innovative art brand with over 7 million visitors a year.

Tate Modern is the world’s most visited gallery of international modern and contemporary art. Housed in a vast industrial building on the banks of the Thames, Tate Modern opened in 2000 with a vision to change the way people experience art. From installations in the iconic Turbine Hall, to the radical performance programme, they push the boundaries of what a gallery could be. The world-class exhibitions range from masters of modernism to emerging contemporary artists – seeing the art of the world from a global perspective and with a focus on a common space to provoke debate about art. In 2016, Tate Modern will  open a new building providing 60% extra space and revealing the museum of the future.

About Total Media

Total Media ( is a leading, independently-owned UK media agency, specialising in launch and growth strategies. Established in 1982, the agency offers the complete range of UK and international media services under one roof, which includes all forms of media planning and buying, digital strategy and delivery, PPC and SEO, social media, strategic development and market research, data capture and analysis, advertising print and online production.

Total Media holds Investors in People Gold recognition, IPA awards for advertising effectiveness and platinum IPA awards for its commitment to staff training. The company has its head office situated in Kensington, London with a second office based in the Midlands, and employs 100 people.

Total Media’s clients include Lenovo, Epson, Orlando Tourist Board, Fred Olsen Cruise Lines, TOTAL Greek Yoghurt, the Tate Galleries, Westland Horticulture, Kaspersky LabUK and CarmignacGestion Luxembourg.

Media contact
Emma Gould, GingerMay PR

Tel: +44 (0)203 642 1124