1. Since the launch of Global in Spain, what are the main challenges facing the company in our country?
The main challenge for Global in the Spanish market is digitalisation and innovation. This year 2022 we can highlight our strategy of Digital Transformation of the spaces and supports of ADIF/Adif-Alta Velocidad stations, exponentially multiplying the presence and qualitative updating of digital supports; implementing the largest national digital circuit.
At Global we are characterised as a company with great diversification, constant evolution and growth; these values make the company a benchmark in the external environment.
2. What place have you come to occupy in the outdoor advertising market?
Global aims to continue to be a leader in outdoor advertising and to expand its product portfolio, while continuing to look for the latest trends in innovation and digitalisation in the market.
Our goal is to continue developing international, national and local outdoor campaigns with a great impact and notoriety. As always, we offer our advertisers and agencies the best advice, which, together with our extensive portfolio, guarantees the success of outdoor campaigns.
Thanks to the talent and professionalism of our team, Global reaches many people. A value chain in which we get close to the consumer and configure tailor-made products for all audiences.
3. What are the main tools you are working with to serve your clients?
Generally speaking, we must bear in mind that we are in a dynamic world where technology is part of our life and routine.
We are at a very advanced stage of data, geolocation and targeting. Outdoor campaigns already count on these three variables and the data are extraordinary. It´s true that the outdoor media doesn’t have a single measurement tool that provides these metrics, which is why we, the exclusivists and outdoor media agencies, have been forced to look for platforms that provide us with all the data demanded by the advertising market.
Today, we can now know and identify specific users in real time when they are on the street, know their location through their devices, and personalise the messages they receive. This is thanks to existing technology and data, coupled with the integration of artificial intelligence and machine learning. This new approach allows advertisers to focus on multi-channel experiences and brings to the outdoor medium all the variables needed to understand the audience.
We also have tools such as the DAX (Digital Ad Exchange) product, which is a pioneering digital advertising mix that connects brands with audiences through audio and outdoor campaigns. Advertisers in DAX can reach their audience through impactful formats, intelligent targeting and proven effectiveness tools.
4. What would you highlight about the current moment in Outdoor and DOOH?
After years of evolution, outdoor is currently one of the most attractive media for brands and advertisers.
We are in a constantly evolving environment with a high level of competition, which drives us to create the best user experiences and maximum innovation. It´s undoubtedly stimulating that the outdoors allows us to create impactful, notorious, viral, high-profile and controversial campaigns. This makes us the successful media that we are today.
We can affirm that we are in a successful medium, and it´s not the people who work in it who say so, but the good data we get from the campaigns. It is clear that we like the interaction and proximity that technology offers us, and if we can also do it abroad, even better. At Global we are already creating digital experiences with our audience.
5. What are your clients’ creative bets?
At Global we understand outdoor advertising as a type of communication where art and ingenuity come together.
Design and surprise. A medium from which we make possible the ability to excite the audience. We create and believe in emotion as a guide for our daily work.
In this line, we are counting on creative, impactful and surprising campaigns. We already have some examples such as the HBO campaigns in the Moneo de Atocha corridor or the Samsung campaign in the Atocha dome.
Our aim is to impact and excite the audience. The outdoor medium allows us to do this thanks to its creative possibilities.
6. How do you see the future of outdoor advertising? What trends are you assessing?
In Spain, creative and innovative actions continue to be developed and although we still have a long way to go in the implementation of many of the ideas due to legal limits, the professionals who work in outdoor advertising can see a clear evolution on a daily basis.
At Global UK we have amazing examples of digitisation such as the opening of the Elizabeth Line on the London Underground.
The digitisation of the medium is a reality and although we still have a long way to go, we have several examples that inspire us and drive us to continue innovating.
