Javier Galilea, Chief Grouth Officer of APPcelerate, explained the platform’s outdoor planning and measurement (OOH, DOOH, pDOOH) aspect to the audience. APPcelerate has begun working with two industry giants, Clear Channel’ s D3CK and JCDecaux’s VIOOH.
After this presentation, Macarena Estévez, CEO of Círculo Ingenio Analítico, moderated a round table discussion on the end of cookies and the arrival of new measurement algorithms.
Roundtable participants agreed on the need for new tools that apply algorithms to campaign activation and measurement.
Marta LopezAddressable & Delivery Operations Manager at the media agency of the Dentsu GroupThe need to adapt to the constant changes occurring in the sector and the suitability of more reliable tools for audience measurement and how “platforms such as AppCelerate help us understand our different audiences.”
Beatriz de Paz, Product Manager of OOH GroupM Spain, highlighted how the outdoor ecosystem did not stand still during the pandemic, and that solutions ‘made in Spain’, such as
are the result of this period of reflection and paradigm shift.
Ana García Blanco, Global Consumer Insight Manager at Ikea Spain, noted the need for better tools to understand and analyze consumers.“We seek to know where our consumers are and I am surprised by the integration of APPcelerate , which is fundamental in these times,” she said.
For Pedro Fernández, Product Director at ClearChannel, the most important thing about audience knowledge is to know what it can be used for: “The big challenge is to transform this data into activation. This technology comes to add up.