Posts by: pladway

Let’s Talk Programmatic: Pladway’s interview at Broadsign’s microphones

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Marco Orlandi shares his perspective with Christian Dion, Marketing Director,
Programmatic Solutions at Broadsign, on programmatic DOOH (pDOOH) trends,
omnichannel media strategies, DOOH measurement and much more.


Broadsign is the leading international platform for Digital Out of Home (DOOH) solutions with the broadest global coverage available today in 82 countries reaching a total of 76 billion impressions per month, which last year signed an agreement to integrate its Broadsign Reach SSP with Pladway’s DSP.
Less than a year after this integration, Broadsign and Pladway take stock of the industry and the challenges and opportunities that lie ahead in a dedicated interview.

Read the article and watch the video interview on Broadsign blog here.



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Brand and Smart City: love requited?

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The DOOH programmatic in support of Smart cities and the construction of a sustainable and circular environment.
Pladway’s position on the role of ad-tech advertising and brands in the evolution of urban centers in a green key.


Presenting the peculiarities of out-of-home advertising in terms of reducing the impact of outdoor technologies on the environment, Marco Orlandi, CEO of Pladway, a company specializing in programmatic out-of-home advertising, and head of the Digital Division of the Voilàp Group, which includes, in addition to Pladway, the companies Imecon and MotIQa.

Brand protagonists of the Green evolution of cities
Cities are the main producers of waste, with a significant impact on the environment. 54% of the population lives in urban contexts with high population density that contribute a global footprint of 60/80%. Their transformation into Circular Cities allows them to become eco-sustainable in order to be at the forefront of the battle against waste, inefficiency and pollution. In this context, the advertising industry can also make a difference.

The contribution that this sector can make to environmental sustainability was at the heart of Orlandi’s speech on January 28 in front of an audience of professionals and start-uppers under 30 at Campus Party Spotlight, the event promoted by Enel Energia and focused on Circular Cities.

In the presentation entitled ‘Brand and Smart City: love requited?‘, Orlandi made a useful contribution to laying the foundations for building the world of the future, making cities Circular and therefore sustainable.
The city is the natural place where to start taking concrete actions for the environment and we are all called to take care of it. In 2022, consumers expect from major brands a concrete commitment to support and address environmental and social causes. Outdoor advertising media (part of the so-called ‘street furniture’), which host and project the promotional campaigns of brands in the city streets, are working to play their part in supporting this process of creating new, circular and sustainable cities. How? By becoming living messages themselves, collectors of environment-related initiatives – an example of this is the bus and streetcar stop shelters adorned with greenery to feed the ecosystem of bees, so important for nature and mankind.


The role of out-of-home advertising
Out-of-home advertising is the medium that, more than any other, is able to show the commitment to the environment and the values of brands to citizens in total transparency. In today’s ‘thinking’ cities, communication is a two-way continuum. Citizens and companies must learn to listen to the needs of their cities, and in turn, municipalities can play a pioneering role in high impact sustainability initiatives.

Urban furniture in this perspective can serve the purpose of enabling communication with citizens through shelters, totems, street lamps and other objects equipped with sensors capable of “listening” to the needs of the city.
Within these outdoor media, there is the contribution that advertising can make, especially to that part of the public that recognizes its positive informational value (for 78% of respondents in the Clear Channel France survey, advertising is indeed capable of making a positive contribution to society).

Although for some, advertising is too intrusive in people’s lives, research by Clear Channel (speech by the Clear Channel France CEO, Boutaina Araki at the WOO Forum in May, 18th 2021) shows that outdoor advertising is the least intrusive and therefore the most accepted by citizens.

Advertising innovation for environmental sustainability
Digital out-of-home speaks the language of digital and the internet, while solving a number of problems that online advertising has, such as “skipping” in front of ads or fraud and bot traffic.
Content played in this “cookieless” environment remains central and, on outdoor canopies, is seen by the audience as a source of timely, personalized and contextualized information.

Automation and digitization are then enablers of comprehensive campaigns, coordinated and optimized in terms of economic and creative resources. This is why, in the long run, digital screens will be increasingly widespread in urban contexts. It then becomes fundamental to address the issue of their sustainability.
Is it true that digital screens consume a lot? If we take into account the overall balance between traditional and digital screens, the numbers are in favor of the latter: 27,000 km of van saved (for set-up and periodic maintenance on traditional OOH billboards compared to the digital ones of DOOH), 6.2 tons of CO2 saved as well as 5 tons of paper no longer needed each year. 

Pladway’s contribution
Ad-tech software that contributes to the automation of the advertising component, such as Pladway, plays an important role for the smart city because it allows its objects to be connected and easily reached by the most conspicuous component of the advertising market, the programmatic one.

As has already happened on the web, programmatic technology – based on algorithms that automate the purchase and distribution of advertising – allows brands to choose the best positions for their communication based on data, without having to contact the various dealers and media owners individually. By making OOH speak the language of the web, a pDOOH platform such as Pladway allows screens in the city to host advertising messages in an easy, fully automated, customizable way at any time (unlike their paper counterparts) and economically sustainable way.

The approach between DOOH and online communication, better known and the main channel of investment and consideration by the brand, simplifies the meeting between demand and supply of space. Finally, even the schedules of OOH screens can be managed in real time and selected in a scientific way, through their own qualities and data (detected by sensors that certify the views and count the people potentially exposed).

Corresponded love
The DOOH, with the brands that invest in it, is able to represent today a stimulus and an authoritative source to finance new projects useful for the development of smart cities. The contribution of the brands for smart cities passes through three areas: storytelling, i.e. the content of the campaign that conveys brand values in line with the expectations of the public – which expects from it a greater attention to social initiatives and public interest -, the theme of functional funding to bring useful objects and projects to the cities and, last but not least, the know-how to implement earth-friendly initiatives.


Click on the image to watch to Marco Orlandi’s full talk
at Campus Party Spotlight 2022
– Italian language –



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Macropix and Pladway:
the new PharmaPix network with 100% programmatic DOOH campaigns

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Agreement between Milan-based Macropix and Pladway
for the 100% programmatic offer on the PharmaPix circuit in pharmacies.


Pladway and Macropix, a Milan-based company that develops, produces and markets LED displays, announce the launch of a commercial and technological partnership at the base of the new ‘PharmaPix’ offering.
This agreement allows brands and their agencies to plan exclusively in programmatic within a network of pharmacies that currently consists of 100 stores, in 66 cities in 12 Italian regions, with 500 more stores soon to come . The operation allows Macropix to qualify as a new DOOH operator, able to offer its circuit of screens in a 100% programmatic mode via Pladway’s SSP.

Through this operation, Pladway reaffirms its position as market leader in the programmatic out-of-home advertising industry. The inclusion of the PharmaPix network in the offer, allows brands to address their communication in a smart way on new generation screens positioned in physical areas with high attendance and with a specific target audience such as pharmacies.

“PharmaPix offer acknowledges that the use of advertising screens, especially in the preparation of the shop windows, is increasingly widespread within pharmacies. Today, there is a growing need to differentiate the offer and to adopt marketing strategies aimed at improving the service, both for regular users and new customers, providing them with timely information on new products and promotions. Within our strategy of evolution of the DOOH offer, we decided to simplify the scenario by focusing on the full automation of the buying and selling process. We are happy to work with Pladway’s leading platform, which allows interested brands to easily match with the opportunities represented by the presence on our screens with flexible, highly profilable campaigns measured in real time” said Marco Fabiani, General Manager of Macropix.

Marco Orlandi, CEO of Pladway commented with satisfaction on the agreement: “We are pleased that Macropix joined the unique proposition and technology of Pladway, and has decided to use our technologies for the exclusive management of its entire advertising plan. This new collaboration demonstrates how the Programmatic channel optimize advertising revenues through the full automation of the offer. To complete the project, we will also support Macropix for the commercial and strategic positioning of the medium within the digital scenario.”


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Pladway and Sky Media:
Programmatic DOOH lands even at Rome Airports

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Sky Media, advertising agency of Aeroporti di Roma, extends, thanks to Pladway,
the possibilities for Brands to convey their own advertising messages
in all areas of Fiumicino and Ciampino Airports in Programmatic mode.


Sky Media is known for its ability to innovate and to always offer advertisers new technological and advertising solutions, responding promptly to market needs.
In the Out Of Home sector, Sky Media is the advertising agency of Aeroporti di Roma. During the course of this partnership, Sky Media has continuously promoted and supported the digitalization of the Airport asset, promoting the integration of new opportunities for Brands.

Select and reach a premium and high-spending audience in Rome

Sky Media and Aeroporti di Roma have never stopped innovating, seeking to stimulate the recovery of the advertising market throughout 2020 and 2021.
This ongoing commitment has led to the debut of a new opportunity for clients interested in presiding over the Digital Out Of Home world at airports.
In 2020, Sky Media has in fact introduced the Programmatic mode to allow Brands to structure 100% customized Digital Out Of Home campaigns in terms of day and time of delivery, circuits and digital screens covered and audience reached in the Aeroporti di Roma network.

The introduction of Programmatic in the offer of Sky Media leverages on the technological agreement with Pladway, the platform part of the Voilàp group that supports Publishers and Clients in the purchase and sale of programmatic advertising, as well as in the management of advertising assets.
Aeroporti di Roma represents one of the main airport systems in Italy and in the world, and every year it ranks first in Italy for number of passengers.

This supremacy guarantees high visibility and a strong impact on passengers to all the Brands present at Fiumicino and Ciampino, and the possibility to reach a business and leisure target during waiting times, capturing passengers’ attention thanks to a form of entertainment that does not annoy and intercepts the audience on the move.

Thanks to the introduction of the Programmatic mode, Customers have the possibility to select with extreme precision what kind of target to reach and how to convey their advertising messages, thanks to an efficient and effective budget management based on the OTS purchased and monitoring the performance of the DOOH campaign at any time and independently.


The future of pDOOH in the Airports of Rome

The digitalization of Sky Media and ADR’s Out Of Home world will continue in 2022. In fact, the two partners are working to further expand the network of facilities at Fiumicino and Ciampino that can be covered in Programmatic mode, involving new digital circuits to cover all the targets present at Rome’s airports.
This further innovation will give Brands the possibility to convey their advertising messages in all areas of Fiumicino and Ciampino Airports, selecting in an even more precise way the out-of-home contacts to be reached with their communication.

Pladway will accompany this process, supporting both the technical and consultancy side of Sky Media and ADR’s Programmatic planning.

For any further information and curiosity about Sky Media’s Out Of Home offer, please write to the general email:

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The DOOH programmatic to intercept the in-store audience during Christmas shopping

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Video and Audio on in-store screens and radios planned through the Pladway platform
can reach almost 80% of the consumers engaged in Christmas shopping
in more than 1,000 stores and shopping centers in Italy.


Pladway, the programmatic advertising platform part of the Voilàp group, presents the details of its new initiative dedicated to indoor and in-store digital advertising, which allows Brands to intercept the recovery of mobility through timely communications close to the place of purchase.

As we approach the hottest sales period for consumer brands, the picture that is emerging sees DOOH and in-store advertising taking on an increasingly prominent role in the strategies and communication plans of companies,” explains Marco Orlandi, CEO of Pladway.

In shopping centers, innovative systems for digital communication and information are becoming more and more widespread, representing opportunities for visitors and customers to engage.
According to the six-monthly analysis of Confimprese, retail is now showing signs of revival that exceed the estimates made at the beginning of the year: a progression of 8%, for a total of 828 new openings expected by the end of 2021, with shopping centers being the first channel in Italy for the opening of new stores,

The programmatic mode is the next step of advertising in physical shopping spaces, being able to more effectively guide the buying habits of consumers. “Through digital advertising, indoor or in-store, it is possible to optimize brand campaigns by adapting contents and frequencies to the promotion contextcomments Orlandi. “The programmatic channel is able to manage the peculiarities of the different physical contexts, thanks to the possibility to plan with maximum flexibility the contents and to optimize their exposure to the target audience. The digital screens, whether they are high impact or totems placed along the galleries of shopping centers or in-store, are able to achieve different contact and engagement tactics, with a level of personalization that grows with the evolution of the underlying technologies. The wide range of retail screens present on our platform allows brands to identify Pladway as a natural interface to manage their planning in malls throughout the territory“.


The integrated offer for buyers and media centers allows the purchase and management of DOOH programmatic campaigns in over 100 Italian malls located in 100 cities along the entire boot. In addition, there are almost 1,000 points of sale where the in-store radio offer is active.

We believe that the positive air we breathe today in the Retail Business – in turmoil due to the desire to invest in adapting the real estate assets to the new normality – can also bring benefits to the advertising sector. We therefore intend to be promoters in this evolving panorama of advanced visibility opportunities for brands and their media agencies, starting as early as the end-of-year holidays,” Orlandi concludes.

Pladway: Programmatic DOOH to take off in Italian airports

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The easing of travel restrictions and the potential of advertising:
a combination that once again rewards brands that choose to invest in out-of-home
to intercept mobile audiences.


Pladway, the programmatic advertising platform part of Voilàp Group, comments on the state of investments in digital out-of-home advertising by brands this fall and launches a new initiative for the airport segment.

“OOH advertising returns to be at the center of the communication strategies of the brands: to drive the fall season are both the iconic screens in large urban centers and in the nerve centers of major traffic and, above all, the spaces with high attendance and transit” indicate from the company led by Marco Orlandi.

Airports, in particular, represent in DOOH’s plans areas of renewed appeal for advertisers in every sector – from Fashion to Automotive to Food and Travel. Advertising in these environments, in fact, is seen by consumers as more qualifying and more prestigious than others – a perception that has remained unchanged despite the pandemic – according to independent research by ResearchBods for JCDecaux Airport.



“By August 2021, nearly two out of three travelers had already resumed flying, so brands are looking to those spaces and technologies that provide opportunities to invest in a target audience of people on the move and return reliable analytics data,” explains Orlandi.

Pladway, with its integrated offer for the purchase and management of ooh campaigns in programmatic, presents itself as a unique interlocutor for planning in the main Italian airports thanks to a dedicated solution that allows access to a global inventory in the airport circuits, reaching almost 800 screens of five Premium Publishers in 19 airports throughout the country.

To complete the airport offer, a further inventory of 700 screens in 10 foreign countries allows to reach the most suitable DOOH screens to reach the audience of interest all over the globe and to maximize the relevance of the messages transmitted in programmatic.
“The advertising market has been able to intercept this fall the desire to start traveling again. In Pladway we are already ready to support it, automating and facilitating access to DOOH screens in airports in Italy and around the world,” Orlandi concludes.

At Fuorisalone the innovative OOH campaign for Voilàp Digital retail showrooms

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The Out-of-Home, mobile-first and hyperlocal campaign,
by Pladway for the company Voilàp Digital in the key days of the ‘Salone del Mobile’ in Milan


Pladway, the programmatic advertising platform part of Voilàp group, presents the results of the Out-of-Home, mobile-first campaign, conducted for the company Voilàp Digital during the key days of the ‘Salone del Mobile’ in Milan.

Thanks to the MOOHbile, hyperlocal campaign, Voilàp Digital has been able to intercept the target Business audience to which present its solutions of innovation in Smart Retail.

In the week of relaunch for the Design sector after the forced pandemic pause, the campaign wanted to emphasize the need for the retail sector to embrace a new way of conceiving retail spaces, making them smarter through the use of digital.

As Federico Caiumi, CEO of Voilàp Digital, illustrates. “The Voilàp Store model looks at digitizing the assortments, integrating digital and online advertising logics in the physical showrooms, to open scenarios and forms of relationship with consumers that take into account their modern preferences and buying habits, improving the experience of fruition, choice and purchase of brand products. For a company like ours, devoted to innovation, it is essential to invest in a fast-growing means of communication and promotion such as DOOH, even more so in combination with mobile devices, which, in a moment of reconquest of public spaces by professionals and citizens, contribute to favour the encounter with the brand messages presented in open-air contexts”.

The Pladway account team supported the company in the selection of the most suitable formats and screens to reach the audience of interest, purely business, and to maximize the relevance of the company messages, made functional for a continuous tracking and measurement on mobile devices during the seven days of the Salone, along the streets of the main districts of the Fuorisalone. “We are very pleased with the favor that Voilàp Digital’s campaign has met,” said Marco Orlandi, CEO of Pladway. “The results and the performance obtained are a newfound confirmation of the validity of the digital Out-of-Home medium and, in particular, of its level of flexibility and adaptability for advertising campaigns in every sector, which are increasingly integrated.”

Results and evidence in brief:

  • 10 districts covered in the city of Milan
  • +60% of reach in target reached
  • Interstitial format the most effective

Blimp – Artificial intelligence
to read and interpret the city

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From November 2020 to June 2021, the Blimp team carried out
a continuous analysis of pedestrian and vehicle flows in the Milan Metropolitan Area.

The objective: to observe the impact of measures to contain contagion
on the movements of citizens in the Lombard capital.

Alex Buzzetti
Co-Founder and General Manager of Blimp


Through more than three hundred Head-Counter sensors positioned in some of the key points of the Milan Metropolitan Area, over the last nine months we have monitored pedestrian and vehicle traffic in the city. The objective? To measure, on an ongoing basis, the impact of the reinforcement (and subsequent relaxation) of the various anti-congestion measures on the movement of citizens.

Our sensors detect the flows of pedestrians and vehicles in public spaces. They measure in real time the number of passers-by in a street or square, including their gender and age, and do so anonymously (privacy is one of our company’s core values). They also distinguish all types of vehicles, from heavy to light vehicles, including scooters and bicycles.

Now that the limits on travel in Milan have been lifted, we can take a critical look at how the citizens’ behaviour and habits have evolved during one of the most complex years in our recent history.

The analysis conducted from November 2020 to June 2021 in the Milan Metropolitan Area found:

  • Changes in vehicular traffic at the entrance and exit of the city’s main roads.
  • Changes in pedestrian traffic in the city centre, nightlife areas and residential districts.
  • Effects of the restrictions on weekly habits at different times of the day.

From the analysis of our data, it emerged first of all how effective the various policies to contain infection were.


According to the figures, only the creation of a Red Zone (and curfew) was able to halve travel and thus reduce risk factors. The Yellow Zone and Orange Zone had very little impact on volumes of pedestrian or vehicle traffic. On the contrary, during the transition to these two zones, we recorded an average increase in traffic of 150%.


Looking at data from a year ago, travel restrictions and limits had a significant impact on pedestrian traffic in the city centre (an average of -59% compared to the three months prior to the March 2020 pandemic).



With the return to the Orange Zone on 11 April 2021, citizens finally started to populate the centre again and, within weeks, foot traffic doubled to pre-pandemic levels. Now, with the transition to the White Zone and the cancellation of the curfew, the city is regaining its rhythms, including those related to nightlife in the nightlife areas.



On the other hand, if we look at the trend in vehicle traffic in the city centre, we can see that there has been no particular decrease over the last eight months. On the contrary, if we compare the data from the three months before the pandemic with the data from a year later, we see an average increase of 11% in vehicle traffic.


There are several reasons for this: the removal of Area C, which in Milan, under normal conditions, delimits the historic centre and prevents access to certain types of vehicle; the reduction in parking costs; and an increase in the use of owned vehicles as opposed to public ones.


Visit Blimp website for more insights.

Always On DOOH: Programmatic becomes easy!

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IGPDecaux’s new Always On solution has been launched on the Italian market.
Speed, simplicity and flexibility become the new keywords for purchasing Programmatic DOOH
through Pladway’s DSP and VIOOH’s SSP platforms.

The virtual event on 23 June 2021 dedicated to Italian buyers allowed the more than 90 participants to learn from the voice of the creators of this initiative – which marks a real evolution in the industry – the features and benefits of the new Always On DOOH solution.
Media buyers connected to Pladway will now have the opportunity to benefit from further flexibility, being able to reuse the energy spent on the negotiation and operational phases – and increase the focus of planning on intercepting the reference target in Italy and abroad.

Michele Casali, Marketing & Data Director of IGPDecaux, explains what Always On DOOH is: “The first of its kind in Italy in terms of proposition, Always On Deal is a new and innovative approach to the OOH sector. Buyers can build and manage their own campaigns autonomously, as is currently the case with Programmatic Web and Mobile. If the Guaranteed and Non-Guaranteed PMP deals already introduced in 2020 brought with them flexibility (time, day, frame, target) and made it possible to build Data-Driven plans based on CPMs, with this new channel external communication takes a further step towards simplification, making IGPDecaux’s DOOH assets (Subways, Airports and Street Furniture) always available through Open Deals. Thanks to the technological evolution made in recent months by VIOOH, this new purchase method will be immediately usable within the Pladway DSP.”

Marco Orlandi, CEO of Pladway states that “Always On Deals offer advantages in terms of simplification of processes and operations for both sellers and buyers, whether they are large media centres already introduced to pDOOH, independent digital agencies or end customers. With Always On you can better manage tactical or last minute opportunities and dynamic DOOH programmatic capabilites, planning with maximum flexibility, speed and autonomy. We are delighted that our platform has been chosen to present the opportunities of true programmatic integration to the buyer market, sure that the initiative will have a strong impact on the post-pandemic relaunch and that brands will embrace this path, which already works very well in various foreign countries.”

We asked Chiara Cordiali, Account Director of VIOOH, to give us her vision as an SSP and from the point of view of foreign markets where Always On is already adopted in the out-of-home sector: “The market at an international level has reacted very positively to the introduction of Always On (or Evergreen) deals. The initial impetus came from the DSPs themselves and their willingness to add the OOH channel to the already vast choice of preset deals available on their platforms. Over the last few years we have seen a simplification of the way deals are bought and sold in the private marketplace for new channels, such as programmatic audio (Spotify) and OOT/Connected TV. DOOH was the missing piece and Always On Deals are an efficient and effective solution for those wanting to try the channel for the first time, but also for those who are already familiar with PDOOH and want to include it in single-channel OOH or omnichannel campaigns. The results we are seeing on the SSP side in countries that have already activated it (such as the Netherlands and the US) are excellent and have certainly contributed to the increase in investment and budgets allocated to Programmatic DOOH.”

Therefore, IGPDecaux’s Programmatic DOOH proposed through VIOOH SSP and Pladway DSP is further improved, proposing solutions capable of following the current and changing market needs in terms of territory presidium, drive to store, drive to web and in building brand assets.

In combination with typically Web and Mobile solutions, external communication is also an optimal boost to increase campaign activation and Reach, while contributing to the improvement of Brand Equity and Brand Value, thanks also to the social role of this medium in supporting public administration and transport companies.

Here is the full recording of the official ‘Aways On DOOH’ presentation on June, 23.

For your questions and further information please contact Pladway, IGP and VIOOH.

What will be ‘Next’ in the OOH and DOOH Advertising Industry

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Out-of-Home advertising One of the oldest forms of advertising, today the OOH industry is called to pay a major role in the everyday lives of a community members.
The pandemic has set a turning point for the advertising industry as a whole, with the out-of-home to be highly penalized due to social distancing. Brands and advertisers had to reschedule their promotional outdoor plans and both the traditional OOH and DOOH models have faced challenges, unseen before. Life is though stronger than anything else and the comeback to a new normality – thanks to the vaccination plans speedly accelerating in many Countries – will see people walking once more in the city centers and suburbs allowing a back-to-ads for the advertising industry pros.

It is important to take into account that consumers are today much smarter and well informed than they were just 10 years ago, even 2 years ago. They’ve been challenged to face a hard reality and they are willing to be surprised by brands but to be respected at the same time in their deepest human values. No trust, no gain!

How can advertisers make the difference in such a new community and advertising scenario?
Which tech innovations will be able to sustain their advertising plans?

Technology has taken its part in accelerating many social and relational processes, changing the human habits and preferences very quickly. Mobile targeting, social media networks have acquainted them to be exposed to only what they really want. The average individual is now aware of the importance of being considered ‘unique’ and then requires to live an ad experience in line with his own personal preferences and feeling. Brands and advertisers will then need in the future to seriously consider technology and customer preferences in their advertising models and plans. This is a necessity both for keeping the advertising industry alive and for matching with the expectations of every indivual.

Here are 5 key points that we’ve pointed out to help match the advertising industry needs and those of the ads consumers.

1. Outdoor Advertising must be digitally-led and highly creative
Nowadays, consumers are used to high quality screens and outdoor displays. If it’s non-sense moving back from this habit, then the only possible thing that can be done is investing in reaching – and why not, even setting – always better and higher quality standards in the selection or manufacturing of outdoor screens.
DOOH screens allow run multiple digital outdoor advertisements on a single screen. Here, storytelling and creativity play a relevant role as they allow to convey the right message at the right time in the right place with highly effective campaigns, flexibly planned and based on mesurable data
Brands with a compelling story to relate to and impactful creativity are likely to impact subconsciously on final users.

The strategic use of the two does not only attract the consumers, it can fidelize them. Behind ads there are human minds creating a better present or a dream… target users know this and this is what they appreciate the most! Brands ads can touch the souls of people, every soul in a different way. Here is where content plus visual storytelling assumes an important role: it’s not just telling a story, it’s the full story itself. Only when the story is authentic the user can really connect with it and trust it.

2. Opportunities come from Technology
Airports, waiting areas, public transport and playgrounds are busy public areas where advertisers invest the most. In the post-pandemic world, with the back to normality, advertisements will be present once again where people are. How can it be possibile to reach every single consumer in these contexts? Technology with its latest innovations has broadened the scope of placements of outdoor advertisements, particularly digital advertisements. The growing internet penetration has led to the expansion of digital and internet-based advertising platforms across the globe. Advancements in technology, such as improved IoT connectivity, near field communication, artificial intelligence (AI), and beacons, have encouraged creativity in the DOOH industry. Advertisers can now focus on developing screens that deliver contextually relevant, intelligent and real-time content.

Programmatic platforms play a relevant role too allowing the planning and management of contents along the many screens distributed in the territory. Programmatic, compared to traditional DOOH, guarantees all these things using the same logic and KPIs as web advertising – and this is what differentiates it.

According to the latest ‘Digital OOH Advertising Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2021-2026’ report the global digital-out-of-home advertising market to reach a value of US$ 50.42 Billion by 2026, exhibiting a CAGR of 3.58% during 2021-2026.


3. Audience matters
The future scenario will see advertisements showing not only descriptions about a particular product or service, but also predicting the user profile of those who interacted with it. This feat is more frequently accomplished by the use of sensors, facial recognition software, and other AI smart features.
The audience measurement topic becomes then extremely relevant in this as the monitoring and analysis of ooh advertising results is key for defining the success of a campaign and for evaluating the ROI for advertisers.

4. Outdoor Advertising and Mobile meet
Due to social distance, in the last months consumers have been able to test in their daily lives the opportunity to positively combine physical and digital. Proximity strategies will lead the step to a more structured integration of mobile and outdoor technologies to reduce the gap between potential customers and brand advertisements and share valuable data in real-time with the brands. With the use of programmatic platforms the possibility to include and harmonise both outdoor and personal screens in the campaign grows. When these two mediums are combined, the impact is in fact higher, adding new value to their personal experience of the brands.

5. Sharing the same set of values brings to success
Only by being authentic and transparent brands can do long-term business. Reliable and trustful brands are required today by the consumers with fake news or hollow promises increasingly unwelcomed. Sustainability and carefullness towards the audience values and beliefs are fundamental. Last, coherence is another aspect consumers will take in large account: out of home /DOOH ads must be in sync with social and digital ads, and mainly with the brands core values.