Salone del Mobile.Milano drove 19% engagement with Interactive Ads

Salone del Mobile.Milano is one of the most respected design events in the world. Every year, it brings together thousands of people who care deeply about creativity, design, and innovation. But getting that same energy across in display ads isn’t easy—especially when people are used to scrolling past most of what they see online.

That’s where Aryel came in. Together, Salone and Aryel built a campaign that didn’t just show ads—it helped people connect with the event in a more personal and useful way. Whether someone was discovering the event for the first time or planning which talks to attend, the ads gave them something they could explore, not just watch.

Instead of pushing out messages and hoping for clicks, the team focused on creating meaningful moments that made it easier for people to engage with the Salone del Mobile—before, during, and even after the event.

Salone del Mobile.Milano wanted more than just visibility—they wanted to guide people through the full journey of the event, from the first announcement to the final follow-up. With so much happening before, during, and after the fair, they needed a clear way to keep people informed, engaged, and curious at every step.

The goal was simple: make sure the online experience reflected the depth and quality of the real event. That meant moving beyond one-off announcements or generic banners. Instead, Salone set out to create a display ad strategy that supported the entire journey—building interest ahead of time, helping visitors navigate the event while it was happening, and staying connected afterward.

They needed an approach that felt smooth and natural, not repetitive or overwhelming. One that invited interaction instead of just impressions. And, importantly, it had to respect the Salone’s visual and cultural identity—while still being effective.

To support its goals for the event, Salone del Mobile.Milano leveraged Aryel’s technology to run a display ad campaign that spanned the entire timeline of the exhibition—before, during, and after. Each phase was strategically tailored using Aryel’s tools to match the moment’s needs: from generating early awareness, to guiding visitors throughout the event, and maintaining engagement once it concluded.

Instead of measuring success solely through clicks, Salone used Aryel’s platform to track richer engagement signals—like taps, swipes, and hovers. These subtle interactions revealed user interest, even when people didn’t click through directly.

With this behavioral data, Salone built custom audience segments based on what users showed curiosity about—specific themes, topics, or formats. These segments were then retargeted through follow-up ads, allowing for more relevant and sustained communication.

By harnessing Aryel’s technology in this way, Salone del Mobile.Milano transformed initial interest into lasting engagement, creating a more thoughtful and responsive digital experience from beginning to end.

For events like Salone del Mobile.Milano, the goal isn’t just to inform—it’s to invite people in. Whether it’s a design fair, a concert, a festival, or a museum opening, what draws people is the experience. Static ads can share dates and locations, but they rarely capture the feeling of being there. Interactive ads do.

When people can engage directly with an ad—tapping to explore, swiping through content, or discovering details in real time—it creates a sense of involvement right from the start. It’s not just about getting attention; it’s about giving people something to do, something to explore. That makes a big difference, especially in a crowded digital space.

For organizers, it also means learning more about what audiences care about. These small interactions give insight into which themes or events spark the most curiosity—so future communication can be shaped around what actually matters to the people you’re trying to reach.

Interactive display ads turn promotion into participation. And for the entertainment and culture world, that’s exactly what makes people want to show up.