Periódico Publicidad celebrates its 20th anniversary. A very special issue in which more than fifty prominent professionals have participated with their opinions. Today it is the turn of our commercial director Gorka Pagazaurtundua,

“Sometimes, reality contradicts the saying. In this case, Carlos Gardel’s famous tango. Sometimes 20 years is nothing. And, at other times, they can be everything.

It seems like only yesterday that the digital world began to make its way into our lives. The arrival of the internet, mobile telephony, social networks… turned everything upside down, especially in the last two decades. Also our industry.

The last 20 years have been crucial and especially exciting for the advertising sector in general and for outdoor media in particular. Digitalisation and technological advances have set the pace of change in our business during this time, contributing to its total transformation.

Digital technology gave rise to the appearance of digital outdoor advertising media. LED screens have been increasing their presence in the urban landscape of our cities. Some of them are particularly striking due to their large size, such as those located on the façades of the Callao Cinemas in Madrid, pioneers in this format in urban environments.

Digitalisation brought a multitude of benefits to the outdoor environment. Such as the spectacular nature and greater visibility of campaigns. Also, flexibility and segmentation capacity, allowing advertisers to adapt their message in real time and reach specific audiences with personalised creatives, according to their location and profile.