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Worldcom OOH presents Worldcom Media Services -WORLDMS-, a powerful platform that aims to efficiently manage out of home, digital and programmatic campaigns.

Worldcom OOH, a global media trading company specialized in OOH, DOOH and Programmatic, presents Worldcom Media Services -WORLDMS-, a powerful platform that aims to efficiently manage out of home, digital and programmatic campaigns, but above all, all traditional media, which even today represent more than 80% of the media offer; concentrating all in a single tool, both the campaign management and analysis process. Everybody says that they control the digital media park: we have everyone’s reach. We have been doing this for almost 15 years in the world for the most important brands.

This marketplace has been developed in partnership with TDT -Technology Development Tools-, specialist in digitalization and automation of commercial and operational processes, from end to end. The brand new tool has the ability to optimize all processes and provide an efficient purchasing management, along with the implementation, control and reporting of advertising campaigns in any format. It brings together nine billion pieces of data to segment audiences by gender, age, devices, brands they consume, activities they make, place of residence, visited cities and build the real routes they perform in 100 million points of interest in the world -200 countries and 2,500 cities.

We have formed the largest media network in the world and we celebrate the launch of this tool that honors our new motto ‘everything we do on one platform’.

WORLDMS today covers all media -Outdoor, Indoor, Digital, Transportation, Mobile and Cinemas- and is organized according to the four stages of any advertising campaign. Planning, execution, control and report are managed in one place, guaranteeing agility in time and minimizing possible errors. Furthermore, the platform allows real-time supervision of the different campaign instances and delivers a proposal of media selected in a personalized way for each client.

Worldcom Media Services
Valentin Bueno, CEO Worldcom OOH.

Valentín Bueno, CEO of the company, comments on this launch: “Worldcom Media Services arises from the desire to offer the industry all our know how of more than 15 years and concentrates it in one place, making it available to advertisers and agencies. In this time, we have formed the largest media network in the world and we celebrate the launch of this tool that honors our new motto ‘everything we do on one platform’, with the most sophisticated technology available to the world in only one click”.

WORLDMS IN FIGURES

  1. NINE BILLION DATA THAT ALLOWS YOU TO GENERATE DIFFERENT AUDIENCES SEGMENTED BY:

  • Gender
  • Age
  • User devices
  • Brands that consume
  • Activities they perform
  • Place of residence
  • Visited cities
  1. AND BUILD REAL CUSTOMER JOURNEYS: the real journeys done by the audience

  • 100 million points of interest in the world
  • 200 COUNTRIES – 2,500 CITIES that include the main metropolis of the world
  • PARK OF 260,000 GLOBAL OOH AND DOOH SUPPORTERS:
  • 85% TOTAL PARK OF BIG CITIES
  • 75% OF THE REST OF THE CITIES
  • 29,467,121,399 digital consumption data

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.

Valentín Bueno, CEO of Worldcom OOH.

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”.

Worldcom Media Services incorporated the amount of recycled material in each campaign as one of its KPI’s. 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.

What: We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media.
Why it matters: Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media.

Latcom’s Valentín Bueno

According to Magna Global’s 2017 Media Economy Report, out-of-home advertising attracts 6% of advertising spending globally. It is the only traditional medium that has been growing ad sales consistently over the last 10 years, and this is expected to continue. Predictions indicate OOH will grow by 4% per year in the next five years to reach US $33 billion by 2021.

Consumers spend 70% of their time out of home, which translates into endless possibilities to reach their attention. Valentín Bueno, CEO of Latcom, knows just how to mix all those possibilities in an appropriate way depending on consumer, market, and product, and he shared with us a few key insights for successful OOH advertising.

 

The Technological Revolution Boosts OOH

Latcom’s Campaign of Fox and TNT’s partnership received 15% of mobile CTR

Magna’s Global Report shows that although digital is only 5% of the global inventory, it already accounts for 14% of advertising revenues. In fact, DOOH already accounts for 22% of revenue in some markets like the UK and the global share is predicted to grow to 24% by 2021. For Valentín Bueno, the best way to describe how digital has influenced the growth of OOH is by calling it “an explosion, it’s the best term we can use. It was an explosion that boosted communication among consumers. In the last decade, digital technology, LED technology, interactivity, connectivity… it all advanced communication through out-of-home media.” As he points out, it is the only conventional media that has grown, while all the others have fallen. “It has also become the ideal complement of the digital world, and this combination increases the media’s relevance.”

“OOH will go on growing because it’s the only system that allows you to go outside to segment consumers,” declares Bueno when asked about the future of the industry. “People have less and less time for conventional media… They consume only what they need in terms of information and media, and out-of-home advertising puts you right in front of the consumer. This will never change; as long as the media allows us to find consumers where they are, OOH will keep on growing.”

Consumers Engage Democratically with OOH Media

As Valentín Bueno explains, in OOH advertising there is a combination that needs to be well planned in order to work. “Our system is the only one that works in the exact opposite way as other systems,” he says. “People consume this media because they wish to do so; it’s amazing, it’s a combination between imposition and democracy because consumers look at it only if they want to.” It is just as he explains: no one is obligated to look at a billboard, but you look at it when it calls your attention with the right message. “Remembrance is directly related to design, the elements should be appropriate in terms of aesthetics, you should have the right images and the right text.”

[OOH] advertising is a combination between imposition and democracy.

Beware: Challenges Ahead

During the Santander Río campaign, Latcom made sure tourists were intercepted throughout their whole stay

As Bueno explains, the main challenge of OOH advertising is and always be “to provide the right mix of graphics through the right media.” In other words, if what you show is well-planned and where you show it makes sense with the message, the “explosion” takes place. However, the industry’s challenges are more related to growth, to consolidating the media as an important system and to “going beyond global 5% participation, and going back to the historical 20%.” The way to do this, as he explains, is “by investing in research, and investing in evolving through digital platforms.”

“We at Latcom spend 24 hours a day trying to understand consumers’ needs and finding out how to do alchemy with the different available media within each market. We are at an advantage there, and we want to continue interpreting consumers’ habits in such a way that affects those consumers to align them with the message we’re sending.”

Successful OOH Advertising in a Nutshell

“The first step is understanding what your consumers are doing,” asserts Bueno. “This is a system that allows you to go find your consumers, so you have to find them first. Then, you need to take consuming and circulation habits and turn them into the best possible mix of media. Finally, you need striking creativity that makes consumers democratically choose to look at your ad.” In a world where media are increasingly more fragmented than before and people can choose what and when to consume content, you can’t launch a campaign without understanding perfectly each media and consumer, and you can’t dream of it being successful if it’s not appropriately designed. Out-of-home ads are there whether consumers want them or not, so make sure they choose to look at them when they’re facing yours.

 

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