APPcelerate participated actively in the VIII DOOH Forum, the most prominent event in the field of outdoor advertising. Organized by the newspaper PublicidAD, this forum, which celebrated its eighth edition at Callao City Lights in Madrid, brought together renowned professionals from the advertising and marketing sector in Spain.
The day, serving as a key indicator of the present and future of the booming industry, saw the presence of agencies, developers, and advertisers seeking to familiarize themselves with the latest trends in outdoor advertising (OOH) and digital outdoor advertising (DOOH).
The event, which drew nearly 800 participants on October 31st, was inaugurated by Josué Reyzábal, CEO of Callao City Lights, who expressed gratitude to all the professionals present. Maite Rodríguez, president of the Exterior of the Association of Communication Companies (FEDE), emphasized the importance of advertising as a driver of business development, highlighting that “the outdoor medium has evolved thanks to its alliance with data and technology.”
Álvaro de Gracia, CEO of APPcelerate, took the stage alongside Marta Rodríguez, CEO of Gran Pantalla, and Concha Machín, manager of CleceOOH, to kick off the day with a presentation titled “The Challenge of Effectively Measuring Audiences.”
In his presentation, Álvaro de Gracia described APPcelerate as a ‘Full ad stack’ platform of the new generation, adapted to the ‘CookieLess’ world, using artificial intelligence to analyze consumer behavior and precisely contextualize the activation of digital media.
Marta Rodríguez, CEO of Gran Pantalla, addressed the complexities of measurement in the context of the OOH Indoor market, emphasizing that this is not merely a secondary market. She underscored that advertising in indoor spaces has become a crucial medium for reaching audiences in controlled environments today. Marta highlighted the urgent need for more precise measurements and overcoming the limitations of TELCO data, advocating for unified technology that provides consistent and real data in indoor environments, surpassing the constraints of the dispersion of advertising media and the imprecision in location detection.
Concha Machín of CleceOOH highlighted the strengths of DOOH advertising, as indicated in the latest study by IAB Spain, where 75% of respondents claimed that DOOH advertising is more impactful, and 80% have a better brand recall. Concha shared how APPcelerate’s Temple technology has addressed one of the major challenges of the outdoor medium—data management. She emphasized that thanks to this technology, they can precisely measure the movements and direction of the audience in front of their large-format digital screens. For indoor mupi circuits, CleceOOH opts for APPcelerate, an analytical technology based on artificial intelligence that captures mobile signals and creates complex traffic diagrams by identifying the distance and direction of individuals.
Concha highlighted how collaboration with APPcelerate is generating unique and robust measurements, citing examples of satisfied clients such as MEDIAKEYS, Agencia Negociadora del Alquiler, GroupM, Producción de Sonrisas, and Mitsubishi Electric.
Álvaro de Gracia took some time to explain APPcelerate’s peopleMetrics solution for indoor measurement, describing it as a technology with precise sensors capable of identifying the location and path of signals from individual devices.
Regarding the benefits and challenges of DOOH, Concha Machín and Marta Rodríguez detailed how advanced measurement contributes to evaluating campaign effectiveness, segmenting audiences, optimizing locations, and making real-time adjustments. They concluded by emphasizing that accurate and transparent measurement fosters trust among advertisers, agencies, and exclusivists by providing a clear understanding of the reach and impact of the campaign.
Álvaro de Gracia concluded the session by alluding to future challenges, including multichannel attribution, ROI measurement, real-time implementation, and predictive artificial intelligence integration, underscoring the importance of addressing these challenges to continue advancing in the evolution of the sector.