The Moco Museum in Amsterdam, renowned for its contemporary art collections and world-class Banksy exhibition, is a popular destination in the city’s cultural quarter. Despite often reaching full capacity, the museum identified periods of low footfall and sought to attract new visitors and increase revenue by offering discounted tickets. Leveraging live visitor data, Moco triggered proximity-based campaigns during quieter times, using dynamic creatives to display real-time ticket offers.
Dynamic Data in Action
Moco utilized its ticket sales data to drive campaign decision-making. A custom API, developed by Vistar Media, connected the museum’s data source to their advertising platform, enabling campaigns to activate automatically when footfall dropped. The same API dynamically updated creatives with the ticket price offer, ensuring a seamless balance between demand, pricing, and crowd management.
Innovative Crowd Control Post-COVID
Although designed pre-pandemic, the campaign’s relevance grew as public spaces reopened post-lockdown. By using real-time data to manage crowds and drive targeted OOH and mobile advertising, Moco not only improved visitor experiences but also set an example for other public spaces. Governments and organizations have since adopted similar approaches, using data-driven advertising to maintain safe social distancing and optimize visitor flow.
This innovative use of live data highlights how advertising can effectively balance operational efficiency with audience engagement.
