As part of the 31st Outdoor Advertising Conference, over two days, more than 35 leading experts will give presentations and participate in various round tables. Continuing with the slogan "Outdoor advertising, the most real medium in a digital world," the conference will once again bring together advertisers, advertising agencies, media agencies, outdoor advertising companies, digital agencies, associations, consulting firms, and companies specializing in outdoor advertising.

The event is so successful that it has attracted major sponsors, including Grupo Alium, Broadsign, Hivestack, Led&Go, MediaPlus Equmedia, and Samsung, as well as the collaboration of the Spanish Marketing Association (AMKT), the Spanish Advertisers Association, the Cathedral Chapter of Córdoba, and IAB Spain.

Here you can learn in depth, analyze, and discuss the main aspects of the medium, including the latest advances in technology, research, innovation, digitization, creativity, planning, and effectiveness.

Outdoor advertising participants

Daniel García Ibarrola Díaz, Delegate for Tourism, Sustainability, and the Environment for the City Council of Córdoba, together with José Carlos Gutiérrez, President of La FEDE, Maite Rodríguez, President of the Foreign Section of La FEDE, and Elia Méndez, General Director of La FEDE, will be in charge of inaugurating this 31st edition.

The panel is composed of: Lisardo Morán Urdiales, General Director of the Andalusian Public Tourism and Sports Company; Álvaro Rodríguez, VP Sales & Business Development at Tap-Tap; Beatriz Dorado, OOH Media Director at Havas Media Network Spain; Luis Adrada, Head of Outdoor, and Miguel Gómez, Chief Growth Officer, both from Glocally Group; Guillermo Garrido andÍñigoAguilar, both founders of Maramura; Roberto Fara, Creative Chief Officer at Ogilvy Spain; Rafael Povo, Creative Director at Full Emotion and Director of the Advertising and Brand Creation Degree at the University of Design, Innovation, and Technology (UDIT).

Begoña Gómez, Technical Director of Advertisers; Nuria Giménez, Consumer Data & Digital Activation Director Europe at The Coca Cola Company; César Goya, Media Manager at MásOrange; Gema de la Morena, Head of Marketing at JD Sports Fashion;  Ricardo Llavador, Executive Creative Director at Casanova and member of the Board of Directors of Club de Creativos; Beatriz de Paz, OOH Product Director at GroupM Spain; Beatriz González, OOH Product Development Manager at GroupM Spain; Maite Rodríguez, President of the Outdoor section of La FEDE; Alma Vázquez, Managing Director at IKI Media; Rita Gutiérrez, CEO at Starcom; Eva Breva, Professor of Advertising at Jaume I University and Grupo Utopía, winners of the UJI Outdoor Creative Competition.

Agustín Medina, Founding Partner of Presidentex and Honorary Member of the Advertising Academy; Félix Muñoz, Consultant, Professor, and AI Expert; Laura Vaquerizo, Brand Manager for Diageo at PHD Media; Jesús Hernández, Deputy Director of La Vaguada Shopping Center; Lola Fernández, Marketing Director at La Vaguada Shopping Center; Silke Vollmann, Radio, OOH and Cinema Trading Director at IPG Mediabrands; Luis Sánchez, Measurement Solutions Expert at Smartme Analytics; Yolanda Marugán, OOH Project & Clients Director at Cuende Infometrics; Francisco Huidobro, Director of Digital Services at MásOrange; José Carlos Gutiérrez, President of the Association of Communication Companies (La FEDE); and Elia Méndez, General Director of the Association of Communication Companies (La FEDE).

In addition, the program for these Outdoor Advertising Days includes various leisure activities, including a private guided tour of the city's Mosque-Cathedral, a World Heritage Site since 1984.

Outdoor Advertising

Maite Rodríguez, Clear Channel's General Manager of Sales, Marketing, and Communications, made it clear that this discipline is experiencing an extraordinary moment: "Outdoor advertising has taken flight: we have been reborn with strength, and we have begun a transformation that was already underway before the pandemic."

Creativity in Outdoor Advertising

On the subject of creativity, the speakers agreed that, beyond being original, messages must be effective and reach consumers. "With digital outdoor advertising, you have to adapt creativity to the location, the weather, the people passing by... Now we have data," said Ágata Romo.

"What's interesting from a creative point of view is how we have to design advertising taking into account its role. Outdoor advertising is the first point of impact and allows you to see something that other channels don't allow you to see, so we have to create from that perspective," added Ricardo Pérez.

In this regard, Ágata Romo appealed to emotions "to connect" and recalled that, although a traditional billboard is a medium with which there is little interaction, there are many ways to interact with it, such as QR codes or interactive screens, which open up many possibilities.

Creative outdoor advertising

https://www.ecoimpresion.es/blog/mas-creatividad-en-publicidad-exterior.html

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