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A study by Adlatina warned of the growth in investment in advertising through traditional media such as oooh.
Based on studies such as the “Annual Study of Investment in BTL” it was noted that until 2019 investment in this segment was expected at 58 billion pesos.
Within the actions that are being implemented in BTL, the study “Branża upominków reklamowych w obliczu epidemii COVID-19” revealed the impact that the health contingency had on this environment.
A study conducted by Adlatina revealed that the growth in investment in advertising has focused on three media and one of them is the ooohwhere the activations BTL play a key role, which is why it seems the best time to help brands direct their investment in this medium, as it does bombasticwhich opens as the new business unit of Anonymous, which enters this important segment together with mumbai Y fantastic, which will make use of the agency at the regional level. The premiere of this agency joins other competitors that have made their way in BTL and that in this case it will be operated by Jurgen Chiarifrom the offices of anonymous, who assures that the BTL It is designed for the street and after the health contingency it migrated to digital, now there is a BTL hybrid and for 2023 it is expected to be fully oooh.
in said study who ran Adlatinait is noted that after digital, which registered an increase of 26 percent in their investment within Mexico, movie theaters and out of home have increased their investment in a 25 and 17 percentrespectively.
Given these figures, the challenge of communicating today and taking to the streets with the promise of providing brand experiences that generate value to businesses that advertise in this activation industry is clear, of the clues of how important the communication in the market.
The investment in BTL has grown within Mexico, in fact, it has become a key bet to be able to consolidate increasingly valuable activities in the market where there is a euphoria for outer space, which has made the events industry extremely successful and the traditional media such as out of home, relevant.
Within the market of BTL there is a supply of advertising agencies that have diversified into this segment, as we have seen with companies such as Ifahto, who have diversified their business proposal to this and various units that have scaled before the consumer.
With this in mind, key references have been established in consumption, among them are those that have to do with the way in which brands are thinking of alternatives to diversify their investments.
For example, one of the main guidelines that have consolidated the creative market today, as noted Daniel Bermudezfounder and PV creative of fantasticexplains that new tasks must be developed in the market, thought of in ordinary situations, such as the occasion in which his agency found similarities with Anónimo, with the business vision that puts creativity at the center and the qualification of agencies of the year in both cases.
“The project took three years to plan with details placed on differentiation, on how to bet on brand experiences, which comes from much less what has to be produced and much more than what has to be solved”, he explains during the presentation of the new agency BTL.
A insight very important that he recognized is that the environment is the street and that the clients love, with this in between, it has been understood that there is a total identification between society and creative proposals that make a difference.
For its part, Daniel Osorioexecutive director in Bombai, explains that today it is necessary to start BTL of solving experiences for the benefit of customers and in a relevant way.