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

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.