Mupis (Urban Furniture for Information), digital outdoor advertising (DOOH, Digital Out-of-Home) and programmatic buying have transformed this channel into a strategic tool to capture the attention of urban audiences in high-exposure environments.
Explore the technical fundamentals, current trends and strategies to generate business value through outdoor advertising in Mupis, DOOH and programmatic, with a professional and results-oriented approach.
The relevance of outdoor advertising in today’s context
La publicidad exterior sigue siendo uno de los canales más efectivos para generar conciencia de marca y alcanzar audiencias masivas. En un entorno donde los consumidores están constantemente expuestos a estímulos visuales, los Mupis y el DOOH ofrecen ventajas competitivas:
- Massive Reach: Mupis, located at high traffic points such as bus stops, subway stations or shopping malls, guarantee significant visibility.
- Visual Impact: DOOH’s digital displays enable dynamic creative with attention-grabbing videos, animations and interactive content.
- Programmatic Flexibility: Programmatic buying optimizes segmentation and ROI by enabling real-time, data-driven adjustments.
- Synergy with Digital Channels: Integration with mobile campaigns, social networks or apps amplifies the impact of OOH campaigns.
The challenge for brands lies in combining creativity, technology and data analysis to stand out in information-saturated urban environments.
Key to the design and execution of outdoor advertising
Attention-Oriented Design
El tiempo promedio de exposición a un Mupi o pantalla DOOH es de 3 a 5 segundos. Los anuncios deben ser visualmente impactantes, con mensajes claros y elementos gráficos que capten la atención de inmediato.
- Technical Application: Design ads with high resolution (minimum 300 DPI for print Mupis, 1920×1080 pixels for DOOH) using tools such as Adobe Illustrator or Photoshop. Prioritize contrasting colors, legible typography (sans-serif, minimum 24 pt) and messages of no more than 7 words.
2. Contextualization and Segmentation
El contenido debe adaptarse al entorno y al público objetivo. Por ejemplo, un Mupi en una zona financiera puede dirigirse a profesionales con mensajes sobre servicios premium, mientras que en un área comercial puede enfocarse en promociones de consumo inmediato.
- Technical Application: Use geolocation data and audience analytics (such as those provided by market intelligence platforms) to personalize messages based on location and demographic profile.
3. Technological integration
El DOOH permite incorporar elementos interactivos como códigos QR, conexión con aplicaciones móviles o contenido dinámico basado en datos en tiempo real, como el clima, el tráfico o eventos locales.
- Technical Application: Design ads with real-time data APIs (e.g., weather or traffic APIs) to display relevant content, such as cold drink promotions on warm days.
4. Regulatory compliance
Outdoor advertising is subject to local regulations, such as brightness restrictions on DOOH screens, content limitations in public spaces or visual accessibility requirements.
- Technical Implementation: Review municipal regulations and use campaign management tools (such as Broadsign or Vistar Media) to ensure compliance across multiple locations.
5. Programmatic Optimization
La compra programática permite adquirir espacios publicitarios en tiempo real, segmentando audiencias por demografía, comportamiento o ubicación. Esto mejora la eficiencia y reduce costos al optimizar la asignación del presupuesto.
- Technical Application: Integrate programmatic buying platforms such as The Trade Desk, Hivestack or Adform to manage campaigns, using metrics such as impressions, CPM (cost per thousand impressions) and CTR (click-through rate) to evaluate performance.
Current trends in outdoor advertising
Outdoor advertising is marked by the convergence of creative, technology and data. Key trends include:
DOOH interactive
Las pantallas DOOH están adoptando tecnologías como pantallas táctiles, reconocimiento facial y realidad aumentada (AR). Por ejemplo, un Mupi puede mostrar un anuncio interactivo que permite a los usuarios probar productos virtualmente o acceder a promociones mediante un código QR.
- Strategic Application: Develop DOOH campaigns with interactive elements, using tools such as Snap AR or Unity to create immersive experiences that integrate with mobile devices.
Advanced programming
Programmatic has evolved into artificial intelligence (AI)-driven models that optimize the purchase of space in real time based on behavioral data, traffic or external events.
- Strategic Application: Implement campaigns on Demand-Side Platforms (DSP) with advanced segmentation, such as interest-based audiences or mobility patterns, to maximize relevance and ROI.
Sustainability in Outdoor Advertising
Los consumidores y reguladores exigen prácticas sostenibles. Los Mupis y pantallas DOOH están adoptando tecnologías de bajo consumo energético, como paneles LED de alta eficiencia, y materiales reciclables para estructuras físicas.
- Strategic Implementation: Prioritize Mupis and DOOH suppliers with energy certifications and design campaigns that highlight the brand’s environmental commitment, such as messages about green products.
Omni-channel integration
OOH campaigns integrate with digital channels to create cohesive experiences. For example, a Mupi with a QR code can direct users to an app promotion or social media campaign.
- Strategic Application: Design campaigns that combine Mupis and DOOH with ads on platforms such as X, Instagram or TikTok, using cross-channel analysis tools to measure overall impact.
Dynamic and contextual content
DOOH allows real-time updating of ads based on variables such as time of day, weather or local events. For example, a display can show an ad for coffee in the morning and for relaxing products in the evening.
- Strategic Application: Implement content management systems (CMS) such as Scala or SignageLive to program dynamic ads based on specific triggers, optimizing relevance.
Generation of business value through Mupis, DOOH and Programmatic.
La publicidad exterior, potenciada por Mupis, DOOH y programática, ofrece múltiples oportunidades para generar valor empresarial. A continuación, se detalla cómo estas herramientas impulsan el crecimiento, la diferenciación y la eficiencia:
Mupis and DOOH, located in high traffic areas, generate millions of impressions daily, making them an ideal channel for brand awareness campaigns. A striking design and strategic placement can increase brand recall by 40% (according to market research).
- Case Study: An energy drink brand launched a DOOH campaign in subway stations with dynamic videos, achieving a 25% increase in brand awareness in one month.
Optimization of Return on Investment (ROI)
Programmatic allows you to allocate budgets efficiently by targeting specific audiences and adjusting campaigns in real time. This reduces ad waste and improves metrics such as CPM and cost per conversion.
- Case Study: A technology company used programmatic to target DOOH ads to professionals in office areas, reducing CPM by 15% and increasing visits to their website by 20%.
In a saturated market, creative design and the use of technologies such as AR or dynamic content can make a brand stand out from its competitors.
Loyalty through integrated experiences
La integración de OOH con canales digitales crea experiencias memorables que fomentan la lealtad. Por ejemplo, un código QR en un Mupi puede ofrecer descuentos exclusivos en una app, incentivando la interacción continua.
- Case Study: A restaurant chain used Mupis with QR codes leading to personalized promotions, increasing participation in their loyalty program by 18%.
Programmatic and DOOH allow you to customize ads based on location and cultural context, which is especially valuable for global brands operating in multiple markets.
Programmatic allows you to scale campaigns quickly, adjusting budgets and placements based on performance. This is ideal for brands looking to expand into new markets or test advertising concepts.
Innovation as a strategic advantage
The use of emerging technologies, such as facial recognition or integration with IoT (Internet of Things), positions brands as innovators, generating media coverage and virality in social networks.
- Case Study: A car brand implemented DOOH screens with facial recognition that adapted ads based on the estimated age of passersby, achieving a 22% increase in social media interaction.
Design and execute effective advertising campaigns
Market research
Conduct market research to understand consumer preferences, mobility patterns and competitor strategies. Tools such as surveys, traffic analysis and social media monitoring provide valuable data.
Prototyping and testing
Create digital prototypes of ads using software such as After Effects or Figma to evaluate visual impact and readability on DOOH screens. Perform A/B testing to compare different creatives.
Real-time data analysis
Use programmatic platforms to monitor metrics such as impressions, reach and engagement, adjusting campaigns in real time to optimize performance.
Interdepartmental collaboration
Engage marketing, design, technology and data analytics teams to ensure campaigns are consistent, effective and meet business objectives.
Results-based iteration
Analyze KPIs (Key Performance Indicators) such as CTR, cost per conversion and brand recall to iterate and continuously improve campaigns.
AdTech Advertising Agency
Outdoor advertising on Mupis, DOOH and programmatic represents a strategic opportunity for brands looking to engage urban audiences and generate impact in a digital world.
By combining visually appealing designs, innovative technologies and data-driven segmentation, companies can maximize ROI, differentiate themselves from the competition and drive customer loyalty. The key to success lies in integrating market research, creativity and agile execution into a strategic framework that takes full advantage of the capabilities of these channels.
Para los departamentos especializados y agencias de publicidad, la publicidad exterior no es solo un medio de comunicación, sino una herramienta poderosa para impulsar el crecimiento empresarial y consolidar la presencia de marca en entornos dinámicos.
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