Have you noticed how digital advertising, once limited to mobile screens, now transcends into larger formats?
With superior visual impact, greater creativity, and an unmatched ability to build brand recall, the digital displays and screens in transport hubs and infrastructures have become key players in this transformation.
At Clece OOH, we actively participate in this digital revolution with a network of circuits reaching an impressive 36% coverage in the Community of Madrid, generating more than 50 million weekly impressions.
WHAT ARE MUPIS?
The Spanish word “mupi” stands for “urban furniture for information.” Its colloquial use has become widespread, especially in the marketing and outdoor advertising sector.
Mupis are those classic advertising supports located not only on the streets but also inside high-traffic spaces, such as transport hubs. We distinguish, therefore, between Outdoor and Indoor supports.
They are designed to capture the public’s full attention, especially near entrances and in waiting areas such as bus bays. They are vertical, with the campaign message clearly legible from a distance, and their size is 120 x 175 cm in these locations.
While they traditionally displayed printed posters, their evolution toward high-impact digital formats has been unstoppable in recent years—and it will surely surprise us in the near future.
DIGITAL DISPLAY: MORE THAN JUST A SCREEN
All the creativity and ability to surprise of ads displayed on mobile screens are now featured on larger screens at eye level.
What’s the difference, apart from size? The setting. An urban environment, with undivided attention from a moving yet receptive audience.
In this context, digital out-of-home displays stand out not only for their visibility but also for their ability to naturally integrate into people’s daily lives, delivering relevant impressions at key moments of their journey.
WHAT ARE THE BENEFITS OF DIGITAL DISPLAYS IN ADVERTISING CAMPAIGNS?
Digital displays offer a range of advantages:
- Real-time data: Thanks to digital technology, it’s possible to obtain detailed information on campaign performance, such as the number of impressions or viewing time. This allows advertisers to analyze and optimize their advertising investments at any time.
- Programmatic buying: Advertising space on digital displays can be purchased programmatically, just like in other online media. These platforms facilitate campaign planning and continuous improvement and integrate seamlessly with multichannel strategies.
- Dynamic and adaptive content: Ads can be published and adjusted in real-time, enabling advertisers to respond quickly to factors such as time of day, weather, or special events.
- Data-driven intelligence: Data provides precise and detailed insights, allowing advertisers to determine which supports are most suitable for each ad based on recent historical data. At Clece OOH, we assist agencies and advertisers in interpreting this data.
CREATIVITY TAKES THE LEAD
Digital display networks in transport hubs offer a unique canvas for advertising creativity. The natural flow of users through these spaces creates unmissable opportunities for developing striking campaigns.
- Sequential storytelling: A campaign can unfold across multiple screens, progressively revealing its message as the audience moves. This technique is particularly effective for series or movie launches, showcasing key scenes; fashion collections, presenting different looks; or even product demonstrations, explaining features.
- Anticipation marketing: Digital display circuits are perfect for teaser campaigns that build excitement. For example, a countdown to major events or launches, the gradual unveiling of new products or offers, or playful clues and puzzles that resolve across successive screens.
- Immersive and dynamic experiences: While the screens are not touch-sensitive, interaction can be created through QR codes linking to mobile experiences or with visual games involving multiple screens, synchronized displays, or campaigns that “follow” users along their journey.
THE POWER OF STRATEGIC LOCATION
Clece OOH’s digital circuits are strategically distributed across Madrid’s main transport hubs:
- Plaza de Castilla: In the financial heart of Madrid, near the Cuatro Torres complex and Torre Caleido, our circuit includes 20 mupis and 2 digital 3×2 screens.
- Príncipe Pío: Located at a key leisure and commercial hub, just minutes from Plaza España and Gran Vía, our circuit generates 12.3 million weekly impressions through 20 digital displays, plus an additional 1.8 million impressions with a 3×2 screen.
- Avenida de América: Connecting to the airport, IFEMA, and the exclusive Salamanca district, this hub offers 14 million weekly impressions through 20 digital displays and 1.3 million more with a 3×2 screen.
THE FUTURE IS NOW
In a world where consumer attention is increasingly difficult to capture, digital mupi circuits offer a truly effective solution: guaranteed visibility in high-traffic environments, with a receptive and moving audience.
The combination of premium locations, cutting-edge technology, and precise data makes our digital circuits an essential tool for any advertising strategy aiming for significant results.
Contact our team of experts and discover how our digital circuits can enhance your brand’s reach.
