https:\/\/www.vistarmedia.com\/blog\/vistar-media-dooh-audience-targeting<\/i><\/a>)<\/i><\/p>","protected":false},"excerpt":{"rendered":"Have you ever seen the acronym DOOH? And have you heard about digital outdoor advertising? Don't worry! Today we tell you a little about what it is and why this type of advertising is being talked about so much. But first, we leave you an idea of what this blog post is going to consist of with two images of the most iconic locations for this type of advertising: What is DOOH? What were its origins? Digital outdoor advertising, also known as DOOH (digital-out-of-home) is nothing more than the advance of what we used to know as outdoor advertising or OOH. Specifically, it is defined as a type of advertising placement where messages are reproduced in digital format in outdoor spaces, thus impacting users who are on the street or places like shopping malls. Thanks to the digitalization of advertising media, artificial intelligence and the cheapening of the components of the screens, large companies are seeking through DOOH advertising to optimize their strategies to get closer to their target and thus strengthen their brand image and notoriety. Given the boom that is being seen in terms of advertising investment, as predicted by the IAB in its report 2nd Wave Study of Advertising Investment in Digital Media (IAB Spain), we tell you here today how this advertising is positioning itself and which are the most used tools at international level to achieve the objectives set by the market players. Types of formats for DOOH advertising Currently, DOOH advertising is being carried out both in outdoor or exterior spaces, such as the street itself, and in indoor or interior spaces, which are those associated with shopping malls or airports, among others. Within these two possibilities of digital advertising out of home, we can highlight different advertising formats that can be used by brands to adapt their campaigns and penetrate their target audience. Like traditional outdoor advertising, we can find furniture and billboards where the digitized content of the screens makes it unique. Also, in DOOH advertising there are also formats known as digital billboards that can be seen in indoor and interactive digital spaces that allow the user to perform dynamics with the screen itself, relying on tactile tools or QR codes. Beyond this type of formats, which are a clear evolution of traditional sites thanks to the implementation of digitization, there are many digital screens of different sizes where you can implement this type of advertising. We leave here a TOP summary of our colleagues from IAB Spain! And now, how do we position our advertising? Buying and planning models. While we see how there is a wide variety of advertising formats, when talking about digital advertising, it is important to highlight the different types of purchase there are of advertising placements and how we can get to position an advertising campaign in a certain place. In general, DOOH advertising has undergone and is undergoing a great evolution of buying methodologies, also partly due to the regulation on privacy and cookie policy on users. Currently, we have gone from working with a traditional buying model where the well-known circuit or unit purchases stand out, to programmatic buying as the main way of buying DOOH advertising placements. This type of programmatic buying is known within digital outdoor advertising as pDOOH. The pDOOH seeks, through automation and the use of advanced data, to generate a purchase of advertising space in real time that allows to impact users at specific times and contexts so that the result of the campaign is more accurate, towards more audience-centric users, where omnichannel can be enhanced and the purchase model is more standardized. Nowadays, there are more and more advanced DSPs where segmentation possibilities are varied and oriented to the achievement of objectives aligned with brand strategies. What is a campaign without its measurement and control metrics? Every campaign must be measured based on KPIs (you know, what is not measured cannot be improved). Methodologies for audience measurement With the advancement and digitization of outdoor advertising and the support of programmatic, brands can nowadays resort to more advanced methodologies for the development of audiences and more advanced content strategies. Now we see how the movement of people, supported by the location of APPs and technological advances, allow us to know the behavior patterns and define the key locations to impact the user that is part of the target objective. In addition, elements such as the location of the supports, the orographic layout or the visibility of the advertising sites, allow us to have greater precision when choosing the support where it is most likely to reach your target. In this way, we can see how we can find DOOH advertising strategies oriented to: 2. Main metrics in DOOH advertising. In this type of campaign, as in any advertising campaign, data is the key to be able to interpret, analyze and assess its viability and performance. For this reason, DOOH advertising can also measure a series of elements that are fundamental for subsequent decision making. Specifically, the most relevant within this marketing practice are the following: But how are these types of metrics classified? We leave below the main classification with a summary of those that, for us, are key and differential within digital outdoor advertising. Broadly speaking, some of the most remarkable aspects that we have been able to get thanks to the metrics that are available in digital outdoor advertising are the fact that thanks to these campaigns the CTR on mobile devices is increased and also that the increase in ROI is an obvious fact thanks to the strategies for capturing leads or traffic to the<\/p>","protected":false},"author":42,"featured_media":225814,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"\u00bfQu\u00e9 es la publicidad DOOH? Contexto y situaci\u00f3n actual - Blog Geotelecom","_seopress_titles_desc":"\u00bfAlguna vez hab\u00edas visto las siglas DOOH? \u00bfY has o\u00eddo hablar sobre la publicidad exterior digital? 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