The Future of advertising –FOA– reunited the main referents of marketing and advertising in Europa, and Worldcom OOH was one of the main sponsors. Under the concept “Circus”, the Spanish event led to a program full of activities, whose central axis was “The future of advertising”.
Valentín Bueno, CEO of Worldcom OOH, participated in the round table “The conversation of the future”, together with Julio Simal from Snapchat, Daniel Bernal Ruiz from Urban Roosters, Carlos Fernández from Iberdrola, Marc Pérez from Play Off Nations, Víctor Álvarez from Marketing Science and Diego San Román from La Gran Familia Mediterránea.
In this context, relevant topics came up including new advertising technologies, information and data relevant to the customer journey, sustainability and the challenge of adapting to changes in order to respond to the demands of new consumers.
When asked about this, Valentín Bueno, CEO of Worldcom OOH said: “Anticipating this need, together with our technology partner TDT, we developed Worldcom Media Services, a platform to optimize OOH advertising campaign management processes. Worldcom Media Services allows you to have full control of all phases of a campaign. It is simple, fast and intuitive, works in real time and allows advertisers and agencies to interact with several teams working anywhere in the world. It optimizes the budget, providing the best media mix and enables the monitoring of all stages of the campaign, streamlining the work of the different areas involved in the processes. It also guarantees free access to information and history of OOH results, regardless of the size of the client.”
Regarding the concern of consumers to mitigate the environmental impact, the Worldcom OOH executive expressed: “In our company we have the objective to reuse 100 percent of the surplus of campaigns such as vinyl, polypropylene, cardboard, etc. For this reason, Worldcom Media Services incorporated the amount of recycled material in each campaign as one of its KPI’s in the control stage. This provides great value for brands that seek to reduce their environmental impact with policies that are in favor of caring for the planet”.
During the Open Mic, each speaker had a minute to summarize what will be the key 2022 advertising trend. “Fifteen years ago we built and founded this company to transform the cities of the world into great message distribution channels, into great supermarkets for brands, making them a marketplace so that advertisers can reach their audiences through all the media available in OOH, because we understood their media ecosystem and we do it through the most evolved technology existing on the planet,” explained Bueno as the event drew to a close.
It was a day full of presentations and panels, with communication leaders and decision makers; a meeting that will define the global communication agenda in 2022.
