El freno en inversión que ha sufrido la industria publicitaria en los últimos 10 años ha traído al juego publicitario un cambio de estrategia que ha beneficiado la pauta de los medios de exterior, mejor conocidos como “outdoor media”.

En los últimos 10 años, la inversión publicitaria en medios como vallas (“billboards”), mallas (“mesh”), empapelados de autos y anuncios aéreos, entre otros, se ha duplicado, según se divulgó durante la celebración de la conferencia anual de medios de exterior Outdoor Showcase 2012, de la Asociación de Publicidad de Medios en Exterior de Puerto Rico (OAAPR, por sus siglas en inglés).

Juan José Jiménez, vicepresidente de mercadeo de Caribbean Restaurant- dueños de Burger King- y quien participó de la cumbre como uno de los principales clientes de esta industria, reveló que del 2000 al 2011 la inversión publicitarias en “outdoor media” ha crecido de un 3% a un 6%, mientras todas las demás categorías han disminuido.

“La industria publicitaria en general está hoy $8 millones menos en inversión de lo que estaba en el 2000”, expresó Jiménez, quien indicó que estas cifras responden al monitoreo continuo que realiza la propia industria.

El portavoz sostuvo que del 2000 al 2005 la inversión en publicidad se mantuvo igual, sin embargo a partir del 2006, cuando la situación económica comenzó a apretar, la inversión comenzó a decaer, y consigo la forma tradicional de pautar.

Jiménez explicó en el 2000 la inversión principal en medios se distribuía un 45% para los medios impresos, principalmente periódicos; un 33% televisión, 14% radio y 3% “outdoor media”. Actualmente, esas cifras han cambiado a un 42% impresos, 28% televisión, 10% radio y 6% “outdoor media”.

Según Connie Garrido, presidenta de la agencia de medios “outdoors” Posterscope de Nueva York, y quien participó del evento, la publicidad exterior ha cobrado una importancia natural en la publicidad, debido a la convergencia de medios publicitarios.

“La efectividad de las campañas publicitarias hoy en día dependen de la creatividad y la convergencia entre medios”, dijo Garrido.

“Los consumidores buscan un valor adicional, buscan ser entretenidos y sorprendidos, y eso es algo que se puede logar con los medios de exterior y la tecnología”, añadió.

Jiménez confirmó la efectividad de la utilización de este medio para la promoción de sus productos: en ocho años la empresa pasó de 0% de inversión en “outdoor media” a un 18% de su presupuesto publicitario.

En este sentido, la experta aclaró que muchas de las vallas ofrecen hoy en en día la posibilidad de un intercambio con sus expectadores, que puede ir desde un QR Codes (códigos de respuesta rápida) hasta la provocación de una emoción.

En Puerto Rico existen actualmente 16 compañías de “outdoor media”.

Tito Feliciano, presidente de la OAAPR, garantizó el crecimiento continuo de este segmento de la industria, toda vez que sigue rindiendo frutos.

ROADSIDE billboards, posters on buses and subway escalators, ads in airport terminals—a type of publicity known as out-of-home advertising—used to be the dull end of the industry. No more. The falling price and improving quality of flat-screen displays mean that static posters printed on paper are being replaced by snazzy digital commercials with moving pictures, sound and sometimes interactive features. As some advertising media, especially newspapers, see their audiences fade, streets, airports and other public spaces are becoming crowded with more potential viewers than ever, as people continue moving to cities and travel more.

MagnaGlobal, a media researcher, predicts that worldwide spending on out-of-home advertising will expand by 8.3% in 2011 to about $26.4 billion, faster growth than that seen for other non-internet forms of advertising (see chart). Spending on digital billboards and posters is expected to double in the next five years, to $5.2 billion. William Eccleshare, who runs the international operations of Clear Channel, an American firm which is one of the largest out-of-home ad companies, thinks that in some countries more than 90% of its business will be digital by the decade’s end.

His arch-rival, Jean-Charles Decaux, the boss of France’s JCDecaux, agrees that there will be a significant switch to digital, but mainly inside airports, railway stations, shopping malls and other controlled environments. Ads in bus shelters and other outdoor spots at risk of vandalism will take a lot longer to move away from paper, Mr Decaux thinks. Digital displays already account for about one-quarter of his company’s sales in transport hubs, but for less than 5% in street furniture and billboards.

The pace of the switch to digital is but the least of several areas of disagreement between the two men. JCDecaux boasted in February that it had overtaken Clear Channel to become the world’s largest out-of-home ad company, with revenues of €2.4 billion ($3.2 billion) last year. “It is rare that a European media company is bigger than an American one,” says Mr Decaux. Because his group is less indebted than the others, Mr Decaux says it could consider buying the American operations of CBS Outdoor, the world number three, or indeed those of Clear Channel itself, if the opportunity arose.

Mr Eccleshare dismisses such provocative talk, noting that Mr Decaux has repeatedly talked of big acquisitions in America—where it is a weak number four in the market—without anything happening. He acknowledges that there will be consolidation in the highly fragmented industry, though he expects it to take place within, rather than across, national borders. For instance, China has 60,000 out-of-home advertising firms, many of them microbusinesses with one or two signs, and is clearly ripe for rationalisation.

Clear Channel is so optimistic about digital posters because it believes they offer enormous potential for making advertisements more effective. Advertisers can tailor their pitch to the time of day: McDonald’s can advertise its sausage and egg McMuffin at breakfast time, change to its regular Big Mac fare at lunch and follow that with ads for apple pie and ice cream during teatime. They can also react to events as they happen: when Spain won the football World Cup last year, digital billboards in Madrid, sponsored by Nike, showed the result within seconds.

Advertisers constantly talk about wanting to “engage” with consumers, so they are taking great interest in the potential for interactivity that digital technology will bring. JCDecaux, for example, is offering a free iPhone application called U snap: when a consumer sees a poster (paper or digital) for something that attracts his interest and takes a photo of it on his phone, the app recognises it, gives him product information and discount vouchers and directs him to the nearest retailer.

Then there is “gladvertising” and “sadvertising”, a rather sinister-sounding idea in which billboards with embedded cameras, linked to face-tracking software, detect the mood of each consumer who passes by, and change the advertising on display to suit it. The technology matches movements of the eyes and mouth to six expression patterns corresponding to happiness, anger, sadness, fear, surprise and disgust. An unhappy-looking person might be rewarded with ads for a sun-drenched beach or a luscious chocolate bar while those wearing an anxious frown might be reassured (some might say exploited) with an ad for insurance.

Such Big Brotherish software would no doubt detect a satisfied grin on the faces of out-of-home advertising bosses as they contemplate the next 18 months, in which a string of big events will boost their business: the Rugby World Cup, the American presidential election, the Euro 2012 football championship and the London Olympics. Wherever you go—the street, the subway, the airport or the bus station—there will be no escape from ads linked to these events, and the out-of-home advertising firms will be raking it in.