{"id":128190,"date":"2021-06-09T13:28:37","date_gmt":"2021-06-09T11:28:37","guid":{"rendered":"https:\/\/ipmark.com\/?p=128190"},"modified":"2021-06-10T11:18:51","modified_gmt":"2021-06-10T09:18:51","slug":"llega-libro-blanco-dooh-mano-iab-spain","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=128190","title":{"rendered":"IAB publica el Libro Blanco de Digital Out Of Home"},"content":{"rendered":"<p><strong>El Digital Out Of Home<\/strong><strong> (DOOH) est\u00e1 adquiriendo cada vez m\u00e1s relevancia entre los anunciantes. Adem\u00e1s, los consumidores lo valoran muy positivamente y lo perciben como un medio poco intrusivo que, sin embargo, lo recuerdan por encima de los dem\u00e1s.\u00a0<\/strong><\/p>\n<p>Esta percepci\u00f3n anima, tanto a medio como a anunciantes, a explorar nuevos caminos de innovaci\u00f3n en los \u00e1mbitos creativo y tecnol\u00f3gico a trav\u00e9s de multitud de herramientas, como el v\u00eddeo\u00a0<em>full motion<\/em>,\u00a0<em>geo-targeting<\/em>, mensajer\u00eda multipantalla o realidad aumentada, entre otros.<\/p>\n<p>Por ello, la\u00a0<strong>Comisi\u00f3n de DOOH\u00a0<\/strong>de\u00a0<strong>IAB Spain<\/strong> ha desarrollado el\u00a0<strong>Libro Blanco de Digital Out Of Home<\/strong>, con el objetivo de unificar criterios y, en especial, arrojar luz e la industria publicitaria a la hora de comprender sus particularidades y exponer los retos a los que se enfrenta en el nuevo panorama de medios.<\/p>\n<p>El Libro Blanco ha sido elaborado por\u00a0<strong>Marta Fern\u00e1ndez (BBVA Creative); Pedro Fern\u00e1ndez y Rub\u00e9n Vara (Clear Channel); Antonio Rubio y Vicente G\u00f3mez (Easy Dooh): Beatriz de Paz (GroupM); Beatriz Dorado e In\u00e9s Llorente (Havas Media Group); Joaqu\u00edn Ortiz y Yolanda Garc\u00eda (JCDecaux) y Alberto \u00c1lvarez (OJD).<\/strong><\/p>\n<h3>Factores que impulsan el DOOH<\/h3>\n<p>La tecnolog\u00eda y el\u00a0<em>data<\/em> son los <strong>principales factores que est\u00e1n impulsando el crecimiento<\/strong> y la innovaci\u00f3n del DOOH, llev\u00e1ndolo a escenarios donde el medio exterior tradicional nunca hab\u00eda participado antes. Gracias al uso de tecnolog\u00edas avanzadas, se aprovechan las c\u00e1maras y la IA para detectar personas y elementos frente a las pantallas.<\/p>\n<p>El\u00a0<em>data<\/em>, por su parte, hacen posible la planificaci\u00f3n y el an\u00e1lisis. A medida que la recopilaci\u00f3n y la visualizaci\u00f3n de datos m\u00f3viles en el mundo real contin\u00faan creciendo y evolucionando, estos datos se asociar\u00e1n con mayor precisi\u00f3n con la ubicaci\u00f3n exacta de todo el patrimonio de DOOH, abriendo la puerta a una comprensi\u00f3n a\u00fan m\u00e1s cualitativa de las audiencias impactadas que interact\u00faan con las pantallas.<\/p>\n<h3>Retos y tendencias<\/h3>\n<p>Uno de los retos m\u00e1s claros est\u00e1 en\u00a0<strong>la evoluci\u00f3n hacia un modelo de medici\u00f3n de audiencia publicitaria<\/strong>, pues cuesta encontrar la forma de diferencias el contenido publicitario del resto, tanto para emisiones programadas como para modificaci\u00f3n de contenidos con activadores autom\u00e1ticos al cumplirse ciertas condiciones como, por ejemplo, la hora del d\u00eda o la temperatura.<\/p>\n<p>La gran tendencia para planificar y medir las campa\u00f1as de DOOH est\u00e1 en los\u00a0<strong>datos de geolocalizaci\u00f3n<\/strong>. \u00c9stos ayudan a elevar la capacidad de amplificaci\u00f3n de este tipo de campa\u00f1as, al combinarse con otros medios, y ofrecer\u00e1n m\u00e1s informaci\u00f3n para realizar an\u00e1lisis comparativos\u00a0<em>cross media<\/em> o reformular estrategias de planificaci\u00f3n.<\/p>\n<h3>\u00bfHacia d\u00f3nde va la DOOH?<\/h3>\n<p>Gracias a la evoluci\u00f3n en el modelo de compra DOOH program\u00e1tico, ya <strong>se est\u00e1n realizando campa\u00f1as de compra a trav\u00e9s de DSPs<\/strong>. Muchos proveedores tecnol\u00f3gicos est\u00e1n explorando c\u00f3mo adaptar sus sistemas al medio exterior. Seg\u00fan el libro, la publicidad digital exterior comercializar\u00e1 los espacios CPM para estandarizarse y homogeneizarse con el resto de canales digitales y establecer un lenguaje com\u00fan.<\/p>\n<p>Puede descargar el\u00a0<strong>Libro Blanco DOOH de IAB Spain\u00a0<\/strong><a href=\"https:\/\/iabspain.es\/estudio\/libro-blanco-digital-out-of-home-dooh\/\">aqu\u00ed<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Con el aumento de la relevancia de la publicidad DOOH, IAB Spain ha decidido lanzar un libro blanco que unifique criterios y que ayude a comprender sus peculiaridades.<\/p>\n","protected":false},"author":6924,"featured_media":128199,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[6092],"class_list":["post-128190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-iab-spain"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Llega el Libro Blanco de Digital Out Of Home de la mano de IAB Spain<\/title>\n<meta name=\"description\" content=\"Con el aumento de la relevancia de la publicidad DOOH, IAB Spain ha decidido lanzar un libro blanco que ayude a comprender sus peculiaridades.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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