[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]With the presence of more than 100 people, ALOOH began its series of Webinars, thus publicizing some of the best practices of the most successful advertising companies in this medium, as well as the new trends that are transforming the way of marketing it, understanding that the OOH industry can not only optimize itself but also reinvent itself in many ways to emerge stronger from this crisis.
This first edition entitled “7 key steps to modernize your OOH business” was dictated by José Luis Delgado, Sales Director of Broadsign in Latin America. The Broadsign company provides software platforms adapted to optimize content delivery and achieve efficient management for a vast network of digital displays.
At the beginning of his presentation, Delgado compared the economic situation of the Industry at the previous time to the COVID-19 pandemic, with the current paradigm. The speaker highlighted that “we do not know how or when this situation will be resolved. But if we believe that once we return to normality, we shouldn’t carry on our business as before. We must take advantage of this time to learn and become more professional”.
Next, Delgado presented seven points that Broadsign considers essential to improve OOH products, from a correct synchronization of activities (through the implementation of softwares that organize data digitally), to ideas for optimizing the process of sale and modernization of the business.
Delgado emphasized the importance of the Programmatic’s arrival at the OOH, classifying it as “a battlefront where new strategies can be carried out”. In this sense, he highlighted the digitization he’s having in the Industry, noting that currently the DOOH represents more than 30% of OOH worldwide.
According to the speaker, the programmatic consists of “buying ads on computers and data, but on outdoor advertising screens.” This is because buying traditional OOH media is no longer attractive, especially to new buyers, where trading times and operational problems are causing friction. This type of programmatic sales platforms is in constant growth, giving rise to a new type of business, with a new clientele, new sources of demand and a strong increase in the value of inventory.
On the end, Delgado answered questions from the public regarding the Programmatic system and management of software for application in OOH businesses.[/vc_column_text][/vc_column][/vc_row]