Exploring the Future of Outdoor and Digital Out-of-Home Advertising

The first-ever OOH Day Barcelona event was a vibrant celebration of creativity, innovation, and the role of artificial intelligence in the realm of outdoor advertising. Over 250 passionate attendees gathered to discuss cutting-edge concepts like FOOH (Fake Out Of Home) and the increasing social impact of disruptive campaigns that are reshaping the advertising landscape.

Hosted by We24 Group and Medialog, in collaboration with the Gremi de la Publicitat, de la Comunicació i el Màrqueting de Cataluña, the inaugural OOH Day Barcelona was a resounding success. The central theme of the event, "Are We Effectively Communicating in the Out-of-Home Space?" aimed to assess the effectiveness of outdoor advertising, showcase campaigns that transcended the traditional boundaries of outdoor and digital out-of-home (DOOH) spaces, and facilitate knowledge-sharing on current trends in outdoor advertising.

Diverse Perspectives from Industry Experts

Prominent figures from the industry, representing a wide spectrum of expertise, graced the event with their insights. Victor Coello, co-founder and executive creative director of PixelandPixel; José Carlos Gutiérrez, CEO of Alma Media Plus; Ricardo Pérez, marketing director at JCDecaux Spain; Pere Quintana, marketing director at Adevinta Spain-Fotocasa; Driss Abrouk, Creative Director of Manifiesto; Dan Peisajovich, director of the creative school Complot; Philipp Furst, founding partner of Medialog; Carlos Santos, and Pere Eixarch, partner & advisor and director of We24, respectively, all shared their knowledge and expertise in various aspects of outdoor advertising, from education and agencies to creativity, research, measurement, consulting, and planning and buying strategies.

Unveiling the Potential of Outdoor Advertising

Laia Rogel, the president of the Gremi de la Publicitat, de la Comunicació i el Màrqueting de Catalunya, inaugurated OOH Day with a reminder that "audiences seek authentic and tangible experiences that only the outdoor medium can provide in an environment saturated with digital content." Creativity and innovation are essential in helping brands shine and connect with their audiences in a meaningful and lasting way.

Success Stories and Data-Driven Insights

Throughout the day, numerous successful outdoor advertising campaigns were highlighted, including those from Netflix, Adidas, Vins du Bordeaux, Fedex , Nike, Adevinta-Fotocasa, Bizum, and more. These campaigns have achieved increased receptivity, interaction, visibility, and impact. Notably, it was revealed that 43% of the population considers outdoor advertising and communication to be important and a means of interacting with the environment. Combining TV and outdoor advertising can lead to a 35% increase in brand awareness.

Challenges and Opportunities

The event delved into various aspects of outdoor advertising, from the diverse range of formats to digital innovation and tailored creativity, all while addressing the challenges of measuring outdoor advertising's effectiveness. Ricardo Pérez, marketing director at JCD, discussed the application of neuroscience and artificial intelligence, heralding a new era for creativity in the outdoor medium. This shift places OOH at the forefront in the ability to provoke, engage, raise awareness, and make a lasting impact, all of which permeate society through social conversations and press interest in its effects.

Carlos Santos, Partner & Advisor at We24, emphasized the importance of distinguishing the unique attributes of the outdoor medium and the necessity of using complex tools for consultancy to help clients and agencies understand the potential of OOH in their media mix. He stated, "It's about designing the most effective way to capture the positive attention of different target audiences using technology, digitalization, and all the resources and peculiarities of the medium."

A Bright Future for OOH Advertising

The event came to a close with Philipp Furst, Founding Partner of Medialog, and Adolfo Romera, Partner & Advisor of We24, summarizing the achievements and the promising future of outdoor advertising in Barcelona at OOH Day. This event highlighted the power of OOH and DOOH in the world of advertising, and its bright future as technology and creativity continue to shape the way we connect with audiences in the out-of-home space.