{"id":4056,"date":"2023-08-29T09:00:30","date_gmt":"2023-08-29T09:00:30","guid":{"rendered":"https:\/\/www.invian.net\/es\/?p=4056"},"modified":"2023-11-14T14:37:48","modified_gmt":"2023-11-14T14:37:48","slug":"types-of-programmatic-in-the-outdoor-advertising-industry","status":"publish","type":"post","link":"https:\/\/www.invian.net\/es\/2023\/08\/29\/types-of-programmatic-in-the-outdoor-advertising-industry\/","title":{"rendered":"\u00bfConoces realmente sobre program\u00e1tica? Significado y tipos en la industria de la publicidad exterior"},"content":{"rendered":"<p>Durante la pandemia del COVID-19, la reinvenci\u00f3n de la publicidad exterior hacia la program\u00e1tica condujo a que su segmento digital (conocido como DOOH por sus siglas en ingl\u00e9s) se convierta en eje de su recuperaci\u00f3n. Desde entonces, la program\u00e1tica se ha convertido en una palabra de moda en la industria; sin embargo, a\u00fan existe una confusi\u00f3n generalizada sobre lo que significa y la diversidad de tipos que abarca.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4074\" src=\"https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1-300x115.png\" alt=\"DOOH program\u00e1tico\" width=\"660\" height=\"253\" srcset=\"https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1-300x115.png 300w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1-1024x393.png 1024w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1-768x295.png 768w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1-1536x590.png 1536w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1-2048x787.png 2048w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p>La program\u00e1tica es esencialmente la automatizaci\u00f3n de procesos para comprar y gestionar espacios publicitarios. En un contexto de DOOH, es capaz de reducir los tiempos de entrega de las campa\u00f1as, llegar a segmentos de audiencia espec\u00edficos y adaptarse a cambios en tiempo real. Su principal aporte es la democratizaci\u00f3n en el acceso al inventario. \u00abLa idea es poder animar a los anunciantes a entrar en el DOOH porque tienen elecci\u00f3n y pueden autogestionar su propio contenido\u201d, afirma Darren McKay, director de datos y tecnolog\u00eda de Alight Media, para <a href=\"https:\/\/www.thedrum.com\/news\/2023\/08\/15\/uk-media-leaders-say-programmatic-will-be-the-gamechanger-dooh-s-future\">The Drum<\/a>.<\/p>\n<p>Ahora bien, \u00bfqu\u00e9 tipos existen actualmente en la publicidad exterior? Dan Dawson, director de tecnolog\u00eda creativa en Grand Visual, <a href=\"https:\/\/oaaa.org\/blog-posts\/the-state-of-programmatic-in-ooh-advertising\/\">explica<\/a> que el t\u00e9rmino cubre una amplia gama de tecnolog\u00edas que se utilizan, en primer lugar, para agilizar los flujos de compra y, en segundo lugar, para optimizar el contenido seg\u00fan criterios y conocimientos a base de datos. Por lo tanto, el DOOH program\u00e1tico puede agruparse en dos tipos seg\u00fan su funci\u00f3n:<\/p>\n<h5>Program\u00e1tica seg\u00fan el proceso de compra<\/h5>\n<ul>\n<li>Open Real Time Bidding: el propietario de medios ofrece un espacio de compra abierto a trav\u00e9s de procesos de subastas en tiempo real.<\/li>\n<li>Private Marketplace: el propietario de medios ofrece acceso especial a su inventario premium a compradores seleccionados.<\/li>\n<li>Program\u00e1tica garantizada: siempre que el propietario ofrezca un espacio publicitario que cumpla con los criterios del anunciante, este lo comprar\u00e1.<\/li>\n<\/ul>\n<h5>Program\u00e1tica seg\u00fan la orientaci\u00f3n del contenido<\/h5>\n<ul>\n<li>Optimizaci\u00f3n en tiempo real: optimizaci\u00f3n de campa\u00f1as en funci\u00f3n de datos como el clima, eventos locales o cambios en el tr\u00e1fico.<\/li>\n<li>Segmentaci\u00f3n basada en datos: segmentaci\u00f3n precisa a partir de datos demogr\u00e1ficos y de geolocalizaci\u00f3n.<\/li>\n<li>Integraci\u00f3n multicanal: activaci\u00f3n de campa\u00f1as con otros canales como la publicidad en l\u00ednea.<\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td>\u00bfQu\u00e9 requisitos necesitan los propietarios de medios para implementar el DOOH program\u00e1tico?<\/p>\n<h5 style=\"padding-left: 40px;\">Requisitos obligatorios<\/h5>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>Computadora y sistema operativo compatible con program\u00e1tica<\/li>\n<li>Conexi\u00f3n estable a internet<\/li>\n<li><a href=\"https:\/\/www.invian.net\/es\/viia-smart-player-cms\/\">Gestor de contenidos<\/a> que:<br \/>\n&#8211; Reproduzca audio, video y HTML en tiempo real y de forma fluida<br \/>\n&#8211; Sea parte de la program\u00e1tica o que permita su integraci\u00f3n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<h5 style=\"padding-left: 40px;\">Requisitos opcionales<\/h5>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>Herramienta de medici\u00f3n de audiencias en tiempo real<\/li>\n<li>C\u00e1mara IP con streaming para verificaci\u00f3n de contenidos<\/li>\n<li><a href=\"https:\/\/www.invian.net\/es\/pop-reports\/\">Herramienta de certificaci\u00f3n automatizada<\/a> para reportes Proof of Posting<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<ol>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ol>\n<p>Teniendo una definici\u00f3n clara y compartida por la industria, el siguiente paso es educar de grandes a peque\u00f1os anunciantes sobre su valor. Srikanth Ramachandran, director ejecutivo de Moving Walls Group, demuestra la importancia de esto con el r\u00e1pido crecimiento que experiment\u00f3 la industria de viajes al democratizar el acceso a trav\u00e9s de plataformas como Airbnb o Booking.com. \u201cEs hora de que los proveedores de plataformas OOH ofrezcan a los propietarios de medios m\u00e1s formas no s\u00f3lo de convertir sus paneles publicitarios a digitales, sino tambi\u00e9n de adoptar lo digital en su forma de vender\u201d, comenta Ramachandran para <a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2023\/04\/11\/fusing-the-worlds-of-physical-and-digital-ooh-advertising\/?sh=564a636648a2\">Forbes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durante la pandemia del COVID-19, la reinvenci\u00f3n de la publicidad exterior hacia la program\u00e1tica condujo a que su segmento digital (conocido como DOOH por sus siglas en ingl\u00e9s) se convierta en eje de su recuperaci\u00f3n. Desde entonces, la program\u00e1tica se ha convertido en una palabra de moda en la industria;<\/p>\n","protected":false},"author":1,"featured_media":4105,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[118],"tags":[131,111,120,110,133,132],"class_list":["post-4056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-cms","tag-dooh","tag-innovacion","tag-programatica","tag-pyme","tag-reportes-pop"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Significado y tipos de program\u00e1tica en la industria OOH<\/title>\n<meta name=\"description\" content=\"la program\u00e1tica se ha convertido en una palabra de moda en la industria; sin embargo, a\u00fan existe una confusi\u00f3n generalizada sobre lo que significa y la diversidad de tipos que abarca.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.invian.net\/es\/2023\/08\/29\/types-of-programmatic-in-the-outdoor-advertising-industry\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Significado y tipos de program\u00e1tica en la industria OOH\" \/>\n<meta property=\"og:description\" content=\"la program\u00e1tica se ha convertido en una palabra de moda en la industria; sin embargo, a\u00fan existe una confusi\u00f3n generalizada sobre lo que significa y la diversidad de tipos que abarca.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.invian.net\/es\/2023\/08\/29\/types-of-programmatic-in-the-outdoor-advertising-industry\/\" \/>\n<meta property=\"og:site_name\" content=\"Invian\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/invian.net\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-29T09:00:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-14T14:37:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.invian.net\/es\/wp-content\/uploads\/2023\/08\/OOH-Programatico-1024x557.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"557\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"1nv14n-3w\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.invian.net\\\/es\\\/2023\\\/08\\\/29\\\/types-of-programmatic-in-the-outdoor-advertising-industry\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.invian.net\\\/es\\\/2023\\\/08\\\/29\\\/types-of-programmatic-in-the-outdoor-advertising-industry\\\/\"},\"author\":{\"name\":\"1nv14n-3w\",\"@id\":\"https:\\\/\\\/www.invian.net\\\/es\\\/#\\\/schema\\\/person\\\/fe35cb1f845efba49438ee71cbea54c3\"},\"headline\":\"\u00bfConoces realmente sobre program\u00e1tica? 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