Post by account_disabled on Jan 1, 2024 21:35:41 GMT -7
The CARAT media agency has hosted a digital event with the aim of analyzing the current challenges facing the sector . A total of 200 professionals participated in the webinar, who raised their doubts and strategies regarding the transformation of the external environment, the drivers of future growth and new technological capabilities. l The debate on the transformation of outdoor advertising (Out of Home) throughout this turbulent 2020 has been one of the most prominent topics. Experts pointed out that at the beginning of the year this was one of the media with the greatest growth projection; even presenting creative solutions and innovations that enhanced digitalization and measurement and planning capabilities.
With the arrival of COVID, and against all odds, this sector has accelerated its capabilities to connect with audiences in times of confinement. Data and new measurement capabilities Advances in geolocation data Phone Number List science have allowed us to better understand the behavior of audiences in the external environment and, with this, be able to interpret, segment and work on the post-campaign part with more precision. Daniel Cuende and Alberto Amaro, Commercial Director at 014 Media and Director of Cuende Infometrics respectively, have explained the future of measurement thanks to sources such as Geomex and Ágata Romo, Marketing Director at Exterior Plus , has exemplified these models in the specific scenario of The airports. “The great challenge in this regard is to manage and take advantage of all this amount of information,” states CARAT.
Outdoor advertising webinar event Connections between audiences and brands Maite Rodriguez of Clear Channel has presented a recent study that shows that taking advantage of the current context increases attention and recall. An example of this phenomenon is the large amount of advertising related to Covid-19 that we are currently experiencing. Added to this challenge, which once again puts the value of creativity and immediacy in the reaction on the table, is “how to measure it”. In this company, the role of mobile device data and fruitful management of the framework that regulates and manages the traffic of this data is fundamental. At the end of the event, all participants agreed to point out the importance of collaboration between brands, exclusivists, agencies and institutions so that the outdoor environment continues to grow.
With the arrival of COVID, and against all odds, this sector has accelerated its capabilities to connect with audiences in times of confinement. Data and new measurement capabilities Advances in geolocation data Phone Number List science have allowed us to better understand the behavior of audiences in the external environment and, with this, be able to interpret, segment and work on the post-campaign part with more precision. Daniel Cuende and Alberto Amaro, Commercial Director at 014 Media and Director of Cuende Infometrics respectively, have explained the future of measurement thanks to sources such as Geomex and Ágata Romo, Marketing Director at Exterior Plus , has exemplified these models in the specific scenario of The airports. “The great challenge in this regard is to manage and take advantage of all this amount of information,” states CARAT.
Outdoor advertising webinar event Connections between audiences and brands Maite Rodriguez of Clear Channel has presented a recent study that shows that taking advantage of the current context increases attention and recall. An example of this phenomenon is the large amount of advertising related to Covid-19 that we are currently experiencing. Added to this challenge, which once again puts the value of creativity and immediacy in the reaction on the table, is “how to measure it”. In this company, the role of mobile device data and fruitful management of the framework that regulates and manages the traffic of this data is fundamental. At the end of the event, all participants agreed to point out the importance of collaboration between brands, exclusivists, agencies and institutions so that the outdoor environment continues to grow.