Exterior Plus is committed to large format to take digital advertising to a new level

The company has developed 'iconic’ and creative visual formats at Madrid and Barcelona airports to offer brands and users differential commercial messages to boost the sector.

Airports in Adolfo Suárez Madrid – Barajas and Josep Tarradellas Barcelona – El Prat They have had large screens for a few months, 4K quality and immersive, cutting-edge design with which Exterior Plus wants to "take digital outdoor advertising to another level, with new iconic supports", says Piedad Siegfried, Marketing and Communication Director of Exterior Plus.

This airport advertising project of the company is based on three pillars: notoriety, Qualification and flexibility. As this directive points out, "The first thing we did was to eliminate all digital advertising and we achieved it with the creation of environments 100% digital and relevant spaces of spectacular marketing for advertisers to dominate the environment with their brand".

In the case of Adolfo Suárez Madrid-Barajas airport, Exterior Plus has installed two large digital gateways that connect the check-in area of T4, forming an enveloping corridor through which the vast majority of travelers who use this terminal for their trips pass.

At Josep Tarradellas Barcelona – El Prat airport, The option has been to configure two huge visual cubes, located in the commercial area, called Sky Center, in which its four faces are visible from any area. In addition, the departure hall of T1 has also been digitally transformed, creating a visual tunnel with a high impact of the brand that accompanies the passenger as they pass through the arrivals area.

"With these new formats we want to offer brands a different kind of advertising, of high quality and that allows them to stand out from the rest", Siegfried stresses. In addition, The company adapts the offer to all types of customer needs, that you can run your campaign by days, hours or depending on external factors, such as time and target audience (Target) ideal.

Intelligence is also applied to these advertising campaigns thanks to Geoohub, a system that offers the possibility of qualifying each communication and complementing it with the double impact of the Mobile Retargeting.

As the head of Exterior Plus points out, "These iconic displays come at a very significant time, in a year that is proving difficult, and in which we are going to show that we are not going to stop our projects and that we come back stronger than before".

Digital circuit in León

In this strategy, promote outdoor advertising, Exterior Plus has launched a digital circuit in the city of León, where it has installed in a first phase and in its most central streets its first digital mupis.

These are supports of the highest visual quality and high advertising impact that allow the broadcast of dynamic campaigns, In line with the company's commitment to "progressively digitise the environments in which we are present and respond to the need to bring a valuable audience closer to brands and advertisers".

Innovation Department

The company has created an innovation department for the development of new communication solutions supported by technology (It has already tested augmented reality for its future application in advertising campaigns, More information at Digital AV), and in the consolidation of relationships between the company and creative and media agencies.

At the head of this department are Pablo López and Marina García, both former partners of the Cherry Specials agency. His responsibility will be to promote the innovation area in the six business units managed by the company (Airports, Ground Transportation, Shopping Centers, Street furniture, Large format and car parks).

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