{"id":4245,"date":"2024-04-23T09:00:42","date_gmt":"2024-04-23T09:00:42","guid":{"rendered":"https:\/\/www.invian.net\/es\/?p=4245"},"modified":"2024-04-23T14:50:56","modified_gmt":"2024-04-23T14:50:56","slug":"preparing-for-omnichannel-3-tips-to-drive-outdoor-advertising-success","status":"publish","type":"post","link":"https:\/\/www.invian.net\/es\/2024\/04\/23\/preparing-for-omnichannel-3-tips-to-drive-outdoor-advertising-success\/","title":{"rendered":"Prepar\u00e1ndose para la omnicanalidad: 3 consejos para impulsar el \u00e9xito de la publicidad exterior"},"content":{"rendered":"

Cada vez m\u00e1s marcas reconocen la gran adaptabilidad del OOH ante la digitalizaci\u00f3n de la industria publicitaria. Seg\u00fan una previsi\u00f3n<\/a> de EMarketer, la inversi\u00f3n en publicidad exterior en Estados Unidos aumentar\u00e1 un 6,5 % este a\u00f1o, alcanzando los 9.510 millones de d\u00f3lares.<\/p>\n

Este crecimiento se debe a su capacidad para servir como puente entre experiencias f\u00edsicas y digitales, algo que encaja perfectamente con la tendencia omnicanal. Atractivos como la experiencia inmersiva o relevancia contextual permiten que las campa\u00f1as OOH vayan m\u00e1s all\u00e1 del impacto local, promoviendo la participaci\u00f3n en l\u00ednea.<\/p>\n

Ahora bien, \u00bfc\u00f3mo los propietarios de medios OOH pueden aprovechar este panorama? El \u00e9xito depender\u00e1 en gran medida de su capacidad tecnol\u00f3gica para integrarse con otros puntos de contacto. No se trata s\u00f3lo de tener presencia dentro del ecosistema; se trata de garantizar que el OOH facilite esta integraci\u00f3n y complemente\/mejore a los otros canales. A continuaci\u00f3n, compartimos algunas recomendaciones:<\/p>\n

Simplifica la coordinaci\u00f3n entre inventario est\u00e1tico y digital<\/h5>\n

El primer paso es facilitar la planificaci\u00f3n de medios desde el propio inventario OOH. Esto debido a dos problemas comunes para los anunciantes: la falta de informaci\u00f3n sobre la disponibilidad de espacios y los largos procesos de negociaci\u00f3n. Una soluci\u00f3n es invertir en una plataforma especializada<\/a> que permita no solo integrar el inventario f\u00edsico y digital en tiempo real, sino alcanzar el nivel de colaboraci\u00f3n que los anunciantes necesitan durante el ciclo de vida de una campa\u00f1a.<\/p>\n

Optimiza la integraci\u00f3n online a trav\u00e9s del DCO<\/h5>\n

A medida que la publicidad online enfrenta restricciones hacia las cookies de terceros, el OOH aparece como soluci\u00f3n gracias a la Optimizaci\u00f3n Din\u00e1mica Creativa<\/a> (DCO por sus siglas en ingl\u00e9s). Esta tecnolog\u00eda permite modificar autom\u00e1ticamente el contenido a partir del contexto, ofreciendo experiencias m\u00e1s personalizadas y mejorando la fluidez y coherencia al integrarlo con otros canales.<\/p>\n

Involucra a los anunciantes en la planificaci\u00f3n omnicanal<\/h5>\n

Si bien la omnicanalidad resulta ser inminente de cara al futuro, hay muchos especialistas de marketing que a\u00fan no han dado el paso con el OOH. Ante esto, es vital impulsar una democratizaci\u00f3n del acceso al inventario, sobre todo para las peque\u00f1as y medianas empresas, ayud\u00e1ndoles a comprender las oportunidades disponibles de este canal para refinar sus opciones creativas.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cada vez m\u00e1s marcas reconocen la gran adaptabilidad del OOH ante la digitalizaci\u00f3n de la industria publicitaria. Seg\u00fan una previsi\u00f3n de EMarketer, la inversi\u00f3n en publicidad exterior en Estados Unidos aumentar\u00e1 un 6,5 % este a\u00f1o, alcanzando los 9.510 millones de d\u00f3lares. Este crecimiento se debe a su capacidad para<\/p>\n","protected":false},"author":1,"featured_media":4246,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[118],"tags":[159,122,144],"class_list":["post-4245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-omnicanal","tag-publicidad-exterior","tag-publicidad-online"],"acf":[],"yoast_head":"\nPrepar\u00e1ndose para la omnicanalidad: 3 consejos para impulsar el \u00e9xito de la publicidad exterior - Invian<\/title>\n<meta name=\"description\" content=\"La publicidad exterior sirve como puente entre experiencias f\u00edsicas y digitales, algo que encaja perfectamente con la tendencia omnicanal.\" \/>\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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