{"id":4129,"date":"2026-06-12T15:00:55","date_gmt":"2026-06-12T15:00:55","guid":{"rendered":"https:\/\/www.invian.net\/pt\/?p=4129"},"modified":"2026-06-13T00:35:39","modified_gmt":"2026-06-13T00:35:39","slug":"invian-at-woo-2026-the-trends-shaping-the-future-of-ooh","status":"publish","type":"post","link":"https:\/\/www.invian.net\/pt\/2026\/06\/12\/invian-at-woo-2026-the-trends-shaping-the-future-of-ooh\/","title":{"rendered":"Invian na WOO 2026: As tend\u00eancias que est\u00e3o moldando o futuro do OOH"},"content":{"rendered":"<p><em>LONDRES, 10 de junho de 2026<\/em> \u2014 De 3 a 5 de junho, Londres voltou a se tornar o principal ponto de encontro global da ind\u00fastria de Out of Home. O Congresso Anual 2026 da World Out of Home Organization (WOO) reuniu mais de 800 propriet\u00e1rios de m\u00eddia, ag\u00eancias, anunciantes e fornecedores de tecnologia de mais de 30 pa\u00edses.<\/p>\n<p>Como Patrocinador Platinum por meio da The LED, participamos de discuss\u00f5es sobre intelig\u00eancia artificial, compra program\u00e1tica, mensura\u00e7\u00e3o de audi\u00eancia, retail media e automa\u00e7\u00e3o. No entanto, al\u00e9m da diversidade de temas, quatro tend\u00eancias apareceram de forma consistente ao longo do congresso:<\/p>\n<ul>\n<li>A evolu\u00e7\u00e3o al\u00e9m das impress\u00f5es como principal m\u00e9trica de valor, em dire\u00e7\u00e3o a modelos baseados em relev\u00e2ncia e contexto.<\/li>\n<li>Uma transi\u00e7\u00e3o da Economia da Aten\u00e7\u00e3o para a Economia da A\u00e7\u00e3o, na qual o sucesso deixa de ser definido apenas pela exposi\u00e7\u00e3o e passa a ser medido por resultados concretos e pela capacidade de influenciar comportamentos.<\/li>\n<li>O amadurecimento do OOH program\u00e1tico, cada vez mais percebido n\u00e3o como um canal de desconto, mas como um mecanismo para trazer mais flexibilidade, efici\u00eancia e intelig\u00eancia ao planejamento e \u00e0 ativa\u00e7\u00e3o de campanhas.<\/li>\n<li>A converg\u00eancia entre OOH e Retail Media, cada vez mais integrada a jornadas de consumo mais amplas e conectadas, est\u00e1 acelerando a evolu\u00e7\u00e3o do meio em dire\u00e7\u00e3o a modelos mais mensur\u00e1veis.<\/li>\n<\/ul>\n<p>Um dos exemplos mais relevantes foi apresentado por Jean-Fran\u00e7ois Decaux, com um estudo desenvolvido pela Omnicom e Nielsen, que demonstrou como a integra\u00e7\u00e3o de dados de audi\u00eancia aos modelos de mensura\u00e7\u00e3o pode revelar um retorno sobre investimento significativamente maior do que o estimado por metodologias tradicionais.<\/p>\n<figure id=\"attachment_4130\" aria-describedby=\"caption-attachment-4130\" style=\"width: 430px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4130\" src=\"https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2026\/06\/WOO-2026-2-300x187.jpeg\" alt=\"\" width=\"430\" height=\"268\" srcset=\"https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2026\/06\/WOO-2026-2-300x187.jpeg 300w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2026\/06\/WOO-2026-2-1024x640.jpeg 1024w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2026\/06\/WOO-2026-2-768x480.jpeg 768w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2026\/06\/WOO-2026-2-1536x960.jpeg 1536w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2026\/06\/WOO-2026-2.jpeg 1589w\" sizes=\"auto, (max-width: 430px) 100vw, 430px\" \/><figcaption id=\"caption-attachment-4130\" class=\"wp-caption-text\">Jean-Fran\u00e7ois Decaux durante o Congresso Anual da WOO 2026, em Londres.<\/figcaption><\/figure>\n<p>A mensagem foi clara: \u00e0 medida que a mensura\u00e7\u00e3o evolui, tamb\u00e9m evolui a forma como o OOH \u00e9 valorizado, planejado e comercializado.<\/p>\n<p>Esses insights tamb\u00e9m deixaram uma quest\u00e3o importante para o setor: como tomar melhores decis\u00f5es em um mercado cada vez mais automatizado e complexo?<\/p>\n<p>\u00c9 exatamente nesse contexto que o Nexus (Invian + Logan) foi desenvolvido. Criado para adicionar uma camada extra de intelig\u00eancia ao planejamento, \u00e0 precifica\u00e7\u00e3o e \u00e0 compra de m\u00eddia, o Nexus ajuda a transformar dados em decis\u00f5es mais informadas e acion\u00e1veis. Entre suas principais capacidades est\u00e3o:<\/p>\n<p><strong>Relevance Score<\/strong><\/p>\n<p>Um \u00edndice propriet\u00e1rio que avalia cada tela com base em Vitality, Loyalty e Intent, mensurando a relev\u00e2ncia real da audi\u00eancia por meio de 17 indicadores distintos.<\/p>\n<p><strong>CPAdPlay<\/strong><\/p>\n<p>Um modelo de precifica\u00e7\u00e3o baseado em exibi\u00e7\u00f5es qualificadas, desenvolvido para ir al\u00e9m da negocia\u00e7\u00e3o baseada em impress\u00f5es e avan\u00e7ar em dire\u00e7\u00e3o a um valor de m\u00eddia mensur\u00e1vel.<\/p>\n<p><strong>Planejamento Inteligente<\/strong><\/p>\n<p>Recursos avan\u00e7ados de planejamento que combinam intelig\u00eancia geoespacial e insights sobre comportamento de audi\u00eancia para apoiar decis\u00f5es de planejamento e compra mais transparentes, precisas e orientadas por dados.<\/p>\n<p>O que ficou claro em Londres \u00e9 que o futuro da ind\u00fastria n\u00e3o ser\u00e1 definido pela quantidade de m\u00eddia entregue, mas pela efic\u00e1cia com que seu impacto pode ser medido e compreendido.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>LONDRES, 10 de junho de 2026 \u2014 De 3 a 5 de junho, Londres voltou a se tornar o principal ponto de encontro global da ind\u00fastria de Out of Home. O Congresso Anual 2026 da World Out of Home Organization (WOO) reuniu mais de 800 propriet\u00e1rios de m\u00eddia, ag\u00eancias, anunciantes<\/p>\n","protected":false},"author":1,"featured_media":4132,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[108],"tags":[171,118,173,172,170],"class_list":["post-4129","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release","tag-mensuracao-de-audiencia","tag-ooh","tag-programmatic","tag-retail-media","tag-woo2026"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Invian na WOO 2026: As tend\u00eancias que est\u00e3o moldando o futuro do 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\/pt\/2026\/06\/12\/invian-at-woo-2026-the-trends-shaping-the-future-of-ooh\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Invian na WOO 2026: As tend\u00eancias que est\u00e3o moldando o futuro do OOH - Invian\" \/>\n<meta property=\"og:description\" content=\"LONDRES, 10 de junho de 2026 \u2014 De 3 a 5 de junho, Londres voltou a se tornar o principal ponto de encontro global da ind\u00fastria de Out of Home. 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