In Spain, life on the streets is a deeply rooted tradition. Whether in major cities, along the Mediterranean coast, or in rural interior towns, Spaniards are passionate about socializing and enjoying public spaces.
This lifestyle has made outdoor advertising an extremely effective medium. During the summer, when temperatures rise, this trend intensifies even more, with streets, squares, and promenades bustling with life and activity.
THE RISE OF OOH AND DOOH
No one in the advertising industry was surprised when the first wave of the 2024 General Media Study (EGM) showed that outdoor advertising has surpassed TV in reach.
This outcome is the result of a growing trend over recent years that anticipated this shift. Outdoor advertising has become the second most influential medium after digital. Its success can be attributed to both technological advances that have brought screens to the streets and the distinctly Spanish love for going out.
The boundless creativity of ads has never had such spectacular platforms as the current ones, which are much larger than mobile and TV screens, sometimes reaching over 60 square meters, like the Urban Led screens on the facades of Madrid’s interchanges.
THE EFFECTIVENESS OF INTEGRATION INTO THE URBAN ENVIRONMENT
While mobile device advertising can be perceived as intrusive, overwhelming, and annoying, the same is not true for outdoor billboards and screens. Integration into the urban environment helps focus attention on these ads, distracting the mind from other concerns.
In our daily lives, we are familiar with the landscapes of our routes, whether on foot or by car. Therefore, we appreciate breaking the routine with creative messages on strategically placed screens.
The key for advertisers is to select the best locations—those frequented by millions of people each day, with optimal visibility at eye level, both for pedestrians and vehicle occupants.
More exposure leads to greater effectiveness. In this sense, some strategic locations in Madrid include Plaza de Castilla, Avenida de América, and Príncipe Pío, among others.
BIG BRANDS INVEST IN THE DIGITAL / OUTDOOR MIX
Another new characteristic in Spanish society is that young people have stopped consuming television, and following their lead, other age segments have too.
However, they have not stopped going out.
This explains why major brands, which dominate online media advertising, also turn to outdoor advertising for their most important campaigns.
This phenomenon highlights the trust in OOH and DOOH for achieving rapid and massive coverage, essential for product and service launches.
THE NEW ERA OF STREET MARKETING: INNOVACION AND DIGITALIZATION
Another aspect that has revolutionized outdoor advertising is digitalization, leading to new forms of experiential marketing. Street marketing campaigns and special actions can now incorporate advanced technology to better capture public attention and offer a rotation of messages tailored to their interests.
A good example is the “Pórtico de la Castellana” event space, an outdoor, covered area in front of the Plaza de Castilla interchange. Its more than 400 square meters allow for direct marketing actions (sampling and tasting stands, food trucks, promotional buses), supported by 360º digital screens.
A good example is the “Pórtico de la Castellana”, a venue for outdoor and covered events, located in front of the access to the Plaza de Castilla interchange. Its approximately 600 square meters allow for the organization of Street Marketing activities (sampling or tasting stands, activations, special actions, and events with elements as varied as food trucks or large promotional buses). It can be supported to increase attendance and enhance its impact with the Urban Led 360º digital screens, which frame this space.
SUMMER: A GREAT TIME FOR OUTDOOR ADVERTISING
With the arrival of summer, the time people spend outside increases significantly. This time spent enjoying the outdoors offers a golden opportunity for outdoor advertising, allowing brands to capture the attention of a broader and more varied audience.
In major cities like Madrid, many people choose to stay in the capital during the summer, either for work or personal reasons. This is complemented by the arrival of tourists seeking cultural, gastronomic, and recreational experiences in the city. These two segments, residents and tourists, ensure the reach and effectiveness of advertising campaigns.
During this season, brands can leverage innovative strategies like samplings, tastings, and interactive events to connect directly with their target audience.
Or use digital outdoor screens to launch fresh and playful commercial messages related to the heat, leisure, or summer activities.
And we do love to go out. That distinctly Spanish factor is one of the key reasons explaining the great effectiveness of outdoor advertising.
