{"id":4337,"date":"2026-06-12T15:00:01","date_gmt":"2026-06-12T15:00:01","guid":{"rendered":"https:\/\/www.invian.net\/es\/?p=4337"},"modified":"2026-06-13T00:34:31","modified_gmt":"2026-06-13T00:34:31","slug":"invian-at-woo-2026-the-trends-shaping-the-future-of-ooh","status":"publish","type":"post","link":"https:\/\/www.invian.net\/es\/2026\/06\/12\/invian-at-woo-2026-the-trends-shaping-the-future-of-ooh\/","title":{"rendered":"Invian en WOO 2026: Las tendencias que est\u00e1n definiendo el futuro del OOH"},"content":{"rendered":"<p><em>LONDRES, 10 de junio de 2026<\/em> \u2014 Del 3 al 5 de junio, Londres volvi\u00f3 a convertirse en el punto de encuentro global de la industria Out of Home. El Congreso Anual 2026 de la World Out of Home Organization (WOO) reuni\u00f3 a m\u00e1s de 800 propietarios de medios, agencias, anunciantes y proveedores de tecnolog\u00eda de m\u00e1s de 30 pa\u00edses.<\/p>\n<p>Como Patrocinador Platinum a trav\u00e9s de The LED, participamos en conversaciones sobre inteligencia artificial, compra program\u00e1tica, medici\u00f3n de audiencias, retail media y automatizaci\u00f3n. Sin embargo, m\u00e1s all\u00e1 de la diversidad de temas, cuatro tendencias surgieron de manera consistente a lo largo del congreso:<\/p>\n<ul>\n<li>La evoluci\u00f3n m\u00e1s all\u00e1 de las impresiones como principal m\u00e9trica de valor, hacia modelos basados en relevancia y contexto.<\/li>\n<li>Una transici\u00f3n de la Econom\u00eda de la Atenci\u00f3n a la Econom\u00eda de la Acci\u00f3n, donde el \u00e9xito ya no se define \u00fanicamente por la exposici\u00f3n, sino por resultados medibles y la capacidad de influir en el comportamiento de las audiencias.<\/li>\n<li>La creciente madurez del OOH program\u00e1tico, que cada vez es percibido menos como un canal de descuento y m\u00e1s como un mecanismo para aportar flexibilidad, eficiencia e inteligencia a la planificaci\u00f3n y activaci\u00f3n de campa\u00f1as.<\/li>\n<li>La convergencia entre OOH y Retail Media, cada vez m\u00e1s integrada en recorridos de compra m\u00e1s amplios y conectados, est\u00e1 acelerando la evoluci\u00f3n del medio hacia modelos m\u00e1s medibles.<\/li>\n<\/ul>\n<p>Uno de los ejemplos m\u00e1s destacados fue presentado por Jean-Fran\u00e7ois Decaux, a trav\u00e9s de un estudio desarrollado por Omnicom y Nielsen, que demostr\u00f3 c\u00f3mo la integraci\u00f3n de datos de audiencia en los modelos de medici\u00f3n puede revelar un retorno de inversi\u00f3n significativamente mayor que el estimado mediante metodolog\u00edas tradicionales.<\/p>\n<figure id=\"attachment_4339\" aria-describedby=\"caption-attachment-4339\" style=\"width: 430px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4339\" src=\"https:\/\/www.invian.net\/es\/wp-content\/uploads\/2026\/06\/WOO-2026-2-300x187.jpeg\" alt=\"\" width=\"430\" height=\"268\" srcset=\"https:\/\/www.invian.net\/es\/wp-content\/uploads\/2026\/06\/WOO-2026-2-300x187.jpeg 300w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2026\/06\/WOO-2026-2-1500x937.jpeg 1500w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2026\/06\/WOO-2026-2-768x480.jpeg 768w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2026\/06\/WOO-2026-2-1536x960.jpeg 1536w, https:\/\/www.invian.net\/es\/wp-content\/uploads\/2026\/06\/WOO-2026-2.jpeg 1589w\" sizes=\"auto, (max-width: 430px) 100vw, 430px\" \/><figcaption id=\"caption-attachment-4339\" class=\"wp-caption-text\">Jean-Fran\u00e7ois Decaux durante el Congreso Anual de la WOO 2026 en Londres.<\/figcaption><\/figure>\n<p>El mensaje fue claro: a medida que evoluciona la medici\u00f3n, tambi\u00e9n evoluciona la forma en que se valora, planifica y compra el OOH.<\/p>\n<p>Estos hallazgos tambi\u00e9n dejaron una pregunta importante para la industria: \u00bfc\u00f3mo tomar mejores decisiones en un mercado cada vez m\u00e1s automatizado y complejo?<\/p>\n<p>Es precisamente en este contexto donde naci\u00f3 Nexus (Invian + Logan). Dise\u00f1ado para aportar una capa adicional de inteligencia a la planificaci\u00f3n, valoraci\u00f3n y compra de medios, Nexus ayuda a transformar los datos en decisiones m\u00e1s informadas y accionables. Entre sus principales capacidades destacan:<\/p>\n<p><strong>Relevance Score<\/strong><\/p>\n<p>Un \u00edndice propietario que eval\u00faa cada pantalla a trav\u00e9s de Vitality, Loyalty e Intent, midiendo la relevancia real de la audiencia mediante 17 indicadores diferentes.<\/p>\n<p><strong>CPAdPlay<\/strong><\/p>\n<p>Un modelo de pricing basado en reproducciones calificadas, dise\u00f1ado para ir m\u00e1s all\u00e1 de la compra basada en impresiones y avanzar hacia una valoraci\u00f3n de medios m\u00e1s medible.<\/p>\n<p><strong>Planificaci\u00f3n Inteligente<\/strong><\/p>\n<p>Capacidades avanzadas de planificaci\u00f3n que combinan inteligencia geoespacial e insights de comportamiento de audiencias para respaldar decisiones de planificaci\u00f3n y compra m\u00e1s transparentes, precisas y orientadas por datos.<\/p>\n<p>Lo que qued\u00f3 claro en Londres es que el futuro de la industria no estar\u00e1 definido por cu\u00e1nto medio se entrega, sino por qu\u00e9 tan eficazmente puede medirse y comprenderse su impacto.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>LONDRES, 10 de junio de 2026 \u2014 Del 3 al 5 de junio, Londres volvi\u00f3 a convertirse en el punto de encuentro global de la industria Out of Home. El Congreso Anual 2026 de la World Out of Home Organization (WOO) reuni\u00f3 a m\u00e1s de 800 propietarios de medios, agencias,<\/p>\n","protected":false},"author":1,"featured_media":4338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[108],"tags":[174,123,110,175,173],"class_list":["post-4337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release","tag-medicion-de-audiencias","tag-ooh","tag-programatica","tag-retail-media","tag-woo-2026"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Invian en WOO 2026: Las tendencias que est\u00e1n definiendo el futuro del OOH - Invian<\/title>\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\/2026\/06\/12\/invian-at-woo-2026-the-trends-shaping-the-future-of-ooh\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Invian en WOO 2026: Las tendencias que est\u00e1n definiendo el futuro del OOH - Invian\" \/>\n<meta property=\"og:description\" content=\"LONDRES, 10 de junio de 2026 \u2014 Del 3 al 5 de junio, Londres volvi\u00f3 a convertirse en el punto de encuentro global de la industria Out of Home. 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