A total of 355 professionals attended the XXXI Outdoor Advertising Conference of the Association of Communication Companies – The FEDE held at the Córdoba Conference Center on May 29, 30 and 31, establishing a historical record of participation and interest. With an eminently practical approach, numerous real cases were presented at the conference that demonstrate and allow us to learn a lot about the possibilities of the Outdoor environment, and also stood out for the importance given to creativity, with presentations by great creatives who emphasized how ideas are each increasingly essential to stand out and achieve campaign objectives.
The program was completed with an approach to the most groundbreaking innovations that are currently being produced and that will mean significant changes in the environment, such as advances in IAG, with which any SME will be able to advertise and use the Outdoor media effectively, something that until now was impossible; 3D, virtual reality and other spectacular technological innovations; or the use of information from mobile phones to measure Exterior, which will allow doing so with a real sample of more than a third of Spaniards.
The great annual meeting of Outdoor Advertising fully confirmed the excellent moment of the medium, as highlighted José Carlos Gutiérrez, president of the Association of Communication Companies (La FEDE) and Maite Rodríguez, president of the Foreign section of La FEDE, in an introduction that recalled that the medium is already the second with the greatest penetration, surpassing television according to the EGM, and in 2023 and so far this year it is the one with the highest percentage growth in advertising investment, almost doubling the sector average.
The event had as master of ceremonies Elia Mendez, General Director of FEDE, who highlighted the enormous work carried out by the Foreign Section through its commissions, as well as the contribution of the rest of the FEDE associates and the team to the success of the conference. At the same time, thanking the support and support received by the sponsoring companies: Grupo Alium, Broadsign, Hivestack, Led&Go, MediaPlus Equmedia and Samsung, as well as the collaborating associations: Advertisers, Spanish Marketing Association and IAB.
Virtually all the exclusive companies and managers of Outdoor Advertising in Spain participated in the conference, along with the vast majority of media agencies, a large number of advertising agencies and marketing services companies and, most importantly, increasingly greater number of advertisers that exceeded that of the previous days. Among the advertisers were both those who historically use Outdoor Advertising and, most importantly, new brands and sectors that have been incorporated in recent times. As one professional pointed out, “There are companies that had never done it, after the pandemic they tried doing some campaign or action abroad, and once they have verified their results, they invest more and more.”
With the motto “Outdoor, the most real medium in a digital world”, the conferences allowed us to learn, deepen, analyze and debate the main advances in the medium, including the most recent developments in applied technology, research, innovation, digitalization, creativity, planning and efficiency. Generative Artificial Intelligence was present at the conference led by Félix Muñoz, who demonstrated that with professional use, SMEs, which make up more than 98% of companies in Spain, can now be fully effective Outdoor advertisers, and inviting exclusivists to work to open this enormous opportunity. Yolanda Marugán and Francisco Huidobro presented the Cuende and MásOrange agreement, with which data from more than 30% of mobile phones in Spain will be used to measure Exterior.
Maramura He taught the spectacular nature of 3D and the new technologies applicable to all types of screens. It was possible to learn about the vision and expectations of advertisers and media agencies about the future of the medium, with the direct participation of Begoña Gómez, Technical Director of the Spanish Association of Advertisers; Nuria Giménez, Consumer Data & Digital Activation Director Europe of The Coca Cola Company; César Goya, Media Strategy and Planning Manager at MásOrange; Alma Vázquez, Managing Director at IKI Media; and Rita Gutiérrez, CEO of Starcom, among many others.
Creatives like Roberto FaraCCO of Ogilvy, Rafael PovoCreative Director and founder of FullEmotion and Director of the Advertising and Brand Creation Degree at the University of Design, Innovation and Technology (UDIT); Agustin Medina, co-founding CEO of Presidentex; and the young students from the Jaume I University, presented their vision and ideas about the best creativity and, in the case of Ricardo Llavador, Creative Director of Casanova, the fun lesson that you can also learn from those who do things very badly. .
And it was also possible to learn about interesting and innovative real cases of campaigns carried out by brands such as Turismo de Andalucía, Lego, Diageo, Movistar Plus, Xiaomi, Ecovidrio, and Diageo among others. There was also time to take a guided tour of the Mosque-Cathedral of Córdoba, have dinner at the Cortijo Torre de la Barca, or networking meetings at the Real Círculo de la Amistad and the Palacio Bandolero restaurant, emblematic places in the city.
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