Post by account_disabled on Jan 8, 2024 4:10:28 GMT -5
Programmatic and the use of data have completely transformed outdoor advertising in recent years. That is why this morning JCDecaux , one of the companies that has been leading the digital transformation strategy of this medium for years, has organized a meeting together with MarketingDirecto.com, a new session of The Working Break that has brought together Natalia Escribano , Chief Officer at VIOOH, and Aritz Reyes, Managing Director at Havas Programmatic Hub & Local MX at Havas Group, who also met in a roundtable with Javier Piedrahita , CEO and founder of MarketingDirecto.com and the viewers who followed this live event. If you do not display the embedded video correctly, click here . To begin, Escribano has presented VIOHH , which arises from JCDecaux's ambition to optimize the digital outdoor environment by making it increasingly relevant, attractive and effective thanks to the use of data, and which has materialized with the launch of VIOOH Exchange .
Our mission is to make OOH marketing easier and more efficient through technological tools, and offer a premium OOH market by connecting buyers and sellers in a simple and effective way,” explained the expert. Regarding what makes Email Data VIOOH different, Escribano highlighted that it is a global market , since its programmatic platform is present in 16 countries and its programmatic transactions have been launched in 11 countries, including Spain. “Outdoor advertising connects very different audiences, it opens the doors to very interesting creativity, and we have seen this clearly during the pandemic. Advertisers have gone beyond the limits to connect with their consumers in a more fun, creative and dynamic way. The outdoor medium complements other advertising media very well ,” Escribano highlighted about the benefits of programmatic advertising. Natalia Escribano VIOOH Other benefits that the Chief Officer at VIOOH has highlighted about programmatic purchasing is the unified brand experience that it offers to the consumer through different channels in an aligned and coherent way.
It is a way to buy and sell more efficiently, since many of the DSPs allow multichannel purchasing , so the brand can, through a single point, access a multichannel offer. The campaigns are based on real data that allows for better decisions and allows the flexibility to adapt the campaign as things change,” she added. In summary, the expert has shared with viewers that the three main characteristics of programmatic buying are flexibility, the possibility of improving targeting and optimization at a multi-channel level. Next, Reyes explained that one of the main challenges that programmatic advertising has faced has been to make this model sustainable , both for advertisers and for the different actors at a technological level, as well as for purchase costs. . “We come from a way of buying, and we have tried to make the programmatic model work,” she noted. Aritz Reyes, OOH expert For the expert, “ the fact of including within an action that is on different channels a new channel such as OOH, is a luxury,” and he points out as one of the factors that has driven the growth of OOH to physical presence and promotion of great technologies in Spain.
Our mission is to make OOH marketing easier and more efficient through technological tools, and offer a premium OOH market by connecting buyers and sellers in a simple and effective way,” explained the expert. Regarding what makes Email Data VIOOH different, Escribano highlighted that it is a global market , since its programmatic platform is present in 16 countries and its programmatic transactions have been launched in 11 countries, including Spain. “Outdoor advertising connects very different audiences, it opens the doors to very interesting creativity, and we have seen this clearly during the pandemic. Advertisers have gone beyond the limits to connect with their consumers in a more fun, creative and dynamic way. The outdoor medium complements other advertising media very well ,” Escribano highlighted about the benefits of programmatic advertising. Natalia Escribano VIOOH Other benefits that the Chief Officer at VIOOH has highlighted about programmatic purchasing is the unified brand experience that it offers to the consumer through different channels in an aligned and coherent way.
It is a way to buy and sell more efficiently, since many of the DSPs allow multichannel purchasing , so the brand can, through a single point, access a multichannel offer. The campaigns are based on real data that allows for better decisions and allows the flexibility to adapt the campaign as things change,” she added. In summary, the expert has shared with viewers that the three main characteristics of programmatic buying are flexibility, the possibility of improving targeting and optimization at a multi-channel level. Next, Reyes explained that one of the main challenges that programmatic advertising has faced has been to make this model sustainable , both for advertisers and for the different actors at a technological level, as well as for purchase costs. . “We come from a way of buying, and we have tried to make the programmatic model work,” she noted. Aritz Reyes, OOH expert For the expert, “ the fact of including within an action that is on different channels a new channel such as OOH, is a luxury,” and he points out as one of the factors that has driven the growth of OOH to physical presence and promotion of great technologies in Spain.