Telefónica and Vertice360 add technologies to conquer the DOOH advertising sector

This technological alliance represents the emergence as the third advertising operator in this market in Spain and aspires to lead this sector at a national and international level in the next five years..

From the next 1 April, the technological alliance of Telefónica y Vertice360 -in which they will work together in the development, management and exploitation of all projects based on DOOH advertising (Digital Out Of Home) until the end of the year 2026, will involve the management of a circuit of more than five hundred digital mupis in 43 of the main shopping centers in Spain and Portugal.

Telefónica, after contacting the leading multinationals in this sector, chose the proposal made by Vertice360 for its technological profile and the contribution as added value of its experience in the optimization of global advertising campaigns (off and online), fruit of the use of tools big data, machine learning and artificial intelligence.

Result of this agreement and as the first project, both companies will manage, from the next 1 April, the commercial exploitation of digital and promotional advertising activity in a circuit that includes at least 43 of the main shopping centers in Spain and Portugal, with more than two hundred million visitors a year.

This circuit will be expanded recurrently by incorporating new centers at a national and international level., along with the integration of other multiple types of technological supports based on DOOH advertising.

Besides, The agreement between Telefónica and Vertice360 contemplates the development, management and exploitation of all projects of both groups in the DOOH advertising sector internationally, both in Europe and Latin America.

For this Telefónica, and more specifically the IoT team&Big Data has made its experience in executing solutions based on the Internet of Things available to Vertice360., big data y business intelligence, “which will help understand and compare the behavior and interests of customers when it comes to making the best decisions in marketing strategies by brands”, as stated in the statement.

For your part, Vertice360 contributes, in addition to his extensive experience and knowledge of the advertising sector, the ability to develop innovative solutions for the commercial exploitation of DOOH media, based on the machine learning and programmatic advertising, which will significantly optimize the campaigns that advertisers carry out on the digital media managed by both companies..

This way, and thanks to the agreement reached for the exploitation of more than five hundred digital mupis in the circuit of some shopping centers in Spain and Portugal, it is partnership technology emerges and positions itself as the third DOOH advertising operator in Spain and aspires to become and lead this sector at a national and international level in the next five years (source from the Association for Media Research – AIMC).

Pablo Pereiro Lage, President and CEO of Vertice360, assures that “this alliance is the result of a joint strategy, which encompasses other technological and innovative projects within the media sector, and reflects the great commitment that both companies are making in the development of global technological and digital solutions to achieve and offer maximum profitability to all advertisers”.

Telefónica and Vertice360 are no strangers to the current moment in terms of digital transformation when it comes to outdoor advertising.. The application of IoT and big data It is presented as a determinant to improve and optimize the marketing actions of companies and, therefore, making more appropriate decisions and in less time, explains the statement

The circuit managed by both companies in shopping centers in Spain and Portugal will allow advertisers to optimize the management of their campaigns, unifying brand communications throughout the network in a more flexible and dynamic way, depending on specific objectives, and offering the possibility of launching personalized advertisements or publishing promotions in real time in an interactive way.

Likewise, it will be possible to generate different segmented messages simultaneously, adapting them according to the user profile., managing to improve the customer experience when recommending and inspiring purchases.

The system will also facilitate the configuration of the publication of digital content by areas and screens; management, programming, distribution, content segmentation and synchronization; control and monitoring devices for the main campaign indicators.

This is not the first time that Telefónica and Vertice360 have worked together, in fact, in the last quarter of 2020 developed a pioneering solution that facilitated the preservation and distribution of digital content, as well as remote management of large files with maximum security, thus speeding up your download from anywhere in the world.