Lay’s launched its programmatic campaign with Taggify

The brand maximized the campaign's reach by targeting specific time slots, achieving 1.3 million impacts on public streets.

OBJECTIVE

The campaign’s objective was to increase brand awareness and reinforce the positioning of its classic potato chips under the creative concept: “Enjoy a simple recipe.”

The brand sought to connect with a young, socially active target audience, accompanying their consumption moments in key urban contexts.

SOLUTION

To execute the strategy, Taggify activated a comprehensive programmatic out-of-home advertising solution that combined audience segmentation, time-slot activation, strategic formats, and automated buying.

• Time-slot activation (dynamic dayparting): The platform implemented an automatic creative rotation scheme based on predefined days and time slots. This approach allowed the message to be contextualized based on the time of week, differentiating communication between weekdays and weekends, and aligning Lay’s consumption with social plans and informal gatherings.
• Audience Segmentation: The campaign was designed to reach young audiences of both genders, optimizing the ad schedule based on viewing patterns for the selected screens. This improved the efficiency of the impact, ensuring greater alignment between the message and the target audience.
• Automated programmatic buying: Inventory was purchased through Taggify’s DSP platform, optimizing the investment based on cost per impression and audience concentration at each location and time slot.
• Strategic format selection: The campaign was deployed across 12 screens of various formats—street furniture, billboards, subway ads, and premium screens—located in areas with high concentrations of young people, such as Belgrano, Recoleta, and Palermo. The combination of formats balanced mass reach with contextual proximity.

TESTIMONIAL:

"Our goal was clear: to achieve a strong presence during key consumption moments and connect with a young audience in urban environments. With Taggify, we found a solution that allowed us to adapt our message based on context, optimizing campaign visibility across different time slots. Programmatic activation was key to aligning with real audience behaviors and enhancing brand impact in out-of-home environments."

— Communications Team, Lay’s Argentina