With the presence of more than 110 participants, a new episode of ALOOH Webinars was held. On this occasion, Adrián Barreiros, Founder and Director of Linchpin Solutions, presented “OOH Audiences: Analogue Leadership in Media and Digital on Platforms”
Adrián Barreiros, argentine expert in advertising audiences, has worked with different OOH businesses, developing and improving sales capabilities, perfecting the perceived value of the companies’ brand, products and services offered.
To start, Barreiros showed the characteristics of analog media and digital platforms in terms of their ability to provide audience information that allows advertisers and agencies to make better decisions, with special emphasis on OOH and DOOH.
At the meeting, the speaker showed the advantages and need to implement audience measurements in the OOH Industry, as these can increase billing, increase market share and improve monitoring of advertiser activity. So, according to the speaker, “where the OOH audiences begin to be measured, the system demonstrates its geographic reach and frequency leadership, compared to other traditional alternatives”.
In this way, Barreiros proved that modeling audiences from the “opportunity” of contact allows showing the superiority over other analogue media and that contributes to the argumentation that defines leadership and perceived value, allowing to maintain or increase rates: “OOH is a primary medium, not a supplement”.
On the other hand, the speaker spoke about the synergy of the OOH with the online activity: “OOH has the ability to awake interest in audiences at a higher speed and scale while digital platforms are the best at driving that interest”. Barreiros indicated that “there are multiple sources that allow us to argue the superior impact of OOH on online results. The recommendation is always to additionally build case studies and testimonials that reinforce this point”.
By the end, Barreiros answered the questions and queries of the attendees and Guillermo de Lella, Vice President of ALOOH, announced some news from ALOOH and a new meeting of the OOH Industry for next week (Wednesday, June 10).
