{"id":4083,"date":"2023-09-08T09:00:09","date_gmt":"2023-09-08T09:00:09","guid":{"rendered":"https:\/\/www.invian.net\/es\/?p=4083"},"modified":"2023-11-14T13:47:37","modified_gmt":"2023-11-14T13:47:37","slug":"the-potential-of-ooh-to-bridge-the-sustainability-gap-between-consumers-and-brands","status":"publish","type":"post","link":"https:\/\/www.invian.net\/es\/2023\/09\/08\/the-potential-of-ooh-to-bridge-the-sustainability-gap-between-consumers-and-brands\/","title":{"rendered":"El potencial del OOH para reducir la brecha de sostenibilidad entre consumidores y marcas"},"content":{"rendered":"

No sorprende que los consumidores sean los principales promotores de la sostenibilidad en estos \u00faltimos a\u00f1os. Seg\u00fan un estudio de Kinetic, el 53 % est\u00e1 haciendo un esfuerzo por vivir de forma m\u00e1s sostenible y el 71 % cree que las marcas tienen la oportunidad de influir en un cambio positivo.<\/p>\n

Por su parte, los especialistas de marketing a\u00fan est\u00e1n dando sus primeros pasos. La Federaci\u00f3n Mundial de Anunciantes<\/a> (WFA por sus siglas en ingl\u00e9s) afirma que el marketing no est\u00e1 cambiando lo suficientemente r\u00e1pido para alinearse con estas expectativas. Esto se observa, por ejemplo, al promocionar iniciativas de sostenibilidad y alejar a su vez el presupuesto de medios sostenibles. Seg\u00fan una investigaci\u00f3n<\/a> de JCDecaux UK, la sostenibilidad se posiciona en los \u00faltimos lugares de la lista cuando se trata de factores que influyen en la elecci\u00f3n de medios.<\/p>\n

\"\"
Fuente: JCDecaux UK<\/figcaption><\/figure>\n

Chris Dooley, jefe de impacto social en JCDecaux UK, opina<\/a> que esta situaci\u00f3n se debe a una falta de conocimiento sobre los logros sostenibles de los diferentes medios. Un dato alentador es que hay una mayor ambici\u00f3n de transformaci\u00f3n. El 94 % de los especialistas en marketing<\/a> afirma que es necesario actuar con m\u00e1s valent\u00eda.<\/p>\n

Es en este panorama en el que la publicidad exterior cumple un rol clave. En la actualidad, existen muchas empresas l\u00edderes en el mercado OOH que han conseguido mejoras significativas. JCDecaux se ha convertido en la primera empresa de la industria en unirse a la iniciativa RE100<\/a>, con el objetivo de utilizar energ\u00eda verde para el 100 % de sus necesidades de electricidad. Otro ejemplo es Rapport, quien emplea di\u00f3xido de titanio en sus vallas publicitarias para eliminar emisiones de carbono y otros contaminantes del aire.<\/p>\n

\"\"
Un solo cartel de Rapport Beyond tiene la capacidad de desplazar a doce autom\u00f3viles con un promedio de 10.000 millas por a\u00f1o, el equivalente a plantar 88 \u00e1rboles.<\/figcaption><\/figure>\n

Estos ejemplos pueden dar la impresi\u00f3n de que la sostenibilidad en OOH requiere de grandes inversiones, algo que no es necesariamente cierto. Los propietarios de medios pueden empezar por optimizar sus procesos diarios, teniendo siempre como objetivo generar resultados tangibles. Aqu\u00ed te ofrecemos algunos consejos que puedes implementar:<\/p>\n

    \n
  • Monitorear el consumo de energ\u00eda y las emisiones de carbono de tu inventario digital, una tarea que tambi\u00e9n puede llevar a ahorros significativos en costos.<\/li>\n
  • Realizar un mantenimiento regular de tus pantallas para identificar y solucionar problemas espec\u00edficos, evitando as\u00ed reemplazar equipos completos.<\/li>\n
  • Optimizar las instalaciones y comprobaciones de la publicidad para una planificaci\u00f3n eficiente de rutas y \u00f3rdenes de trabajo.<\/li>\n
  • Realizar una limpieza continua de almacenamiento, eliminando artes, campa\u00f1as y otros archivos que ya no ser\u00e1n utilizados.<\/li>\n<\/ul>\n

    Toda pr\u00e1ctica debe estar respaldada por una comunicaci\u00f3n continua con los anunciantes para reequilibrar su inversi\u00f3n hacia medios que retribuyan. Si bien estos objetivos no se lograr\u00e1n de la noche a la ma\u00f1ana, las empresas OOH deben ser proactivas a medida que evolucionan las expectativas de los consumidores.<\/p>\n","protected":false},"excerpt":{"rendered":"

    No sorprende que los consumidores sean los principales promotores de la sostenibilidad en estos \u00faltimos a\u00f1os. Seg\u00fan un estudio de Kinetic, el 53 % est\u00e1 haciendo un esfuerzo por vivir de forma m\u00e1s sostenible y el 71 % cree que las marcas tienen la oportunidad de influir en un cambio<\/p>\n","protected":false},"author":1,"featured_media":4104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[124],"tags":[135,123,134,130],"class_list":["post-4083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-inversion-publicitaria","tag-ooh","tag-operaciones","tag-sostenibilidad"],"acf":[],"yoast_head":"\nEl potencial del OOH para reducir la brecha de sostenibilidad<\/title>\n<meta name=\"description\" content=\"En el \u00e1mbito del OOH, las marcas tienen un gran potencial para recuperar la confianza en torno a la sostenibilidad.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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