Extended Reality is transforming DOOH advertising by merge the physical world with immersive digital experiences. Technologies such as Augmented Reality and Virtual Reality allow campaigns to be more interactive, surprising and memorable.

This innovative approach not only increases engagement, it also redefines how brands connect with their audiences in public spaces. Here are the main key points:

Increased advertising impact

We are living in the age of digital interaction and, thanks to the phygital experiences, the Extended Reality and Digital Out Of Home, interaction also reaches outdoor advertising. Unlike static billboards and conventional digital displays, in these new advertising actions users interact with the content.

This approach not only reinforces brand recall, but also transforms the passive spectator into an active participantincreasing engagement. By combining innovation and creativity, these technologies position brands as leaders in an increasingly competitive advertising market. Whether in games, immersive experiences or gamified challenges, virtual testers or interactive storefronts, advertising content comes to life. Like the characters of the Augmented Reality campaign of Lacasitoswhich were hidden in the different tubes of the chocolate brand.

Content customization

Extended Reality is revolutionizing DOOH advertising by enabling a unprecedented content customization. Thanks to technologies such as Augmented Reality and Artificial Intelligence, ads can adapt in real time to context, location and even viewer characteristics. This creates highly relevant messages that connect emotionally with the audience, increasing engagement and campaign impact.

Adapting advertising content to specific conditions such as the time of day, the weather or the type of audience in a given area. Being able to identify the profile of the audience that is interacting with an ad and personalize the message according to their behavior, interests and demographic characteristics.

Improved differentiation

In a world saturated with advertisements and advertising content, differentiate is more important than ever. DOOH advertising offers new avenues for differentiation by expanding the range of actions to connect with audiences that brands can hardly reach with traditional formats. By integrating technologies such as Augmented Reality and Virtual Reality, campaigns become unique and innovative experiences that stand out from the competition and what users are used to.

These tools allow brands to create ads that leave a lasting impression on users, positioning them as pioneers in creativity and technology. As in the advertising action carried out by Disney for the premiere of one of the latest Star Wars movies. An interactive virtual showcase where passers-by became characters from the most famous movie franchise.

Physical space quality data

If there is one point where Digital Out Of Home advertising is a must for companies, brands and advertising agencies, it is in the area of data. What these phygital actions allow is to collect quality data about users and their interaction in physical spaces.

Thanks to these technological experiences in physical spacesbrands can know in real time the emotions they generate, the profiles that interact with their campaigns and how these influence the purchase decision process.

This two-way interaction makes it possible to record valuable data on usage and customer experience, helping to optimize strategies and adapt them to the real needs of consumers. For example, digital displays equipped with cameras or sensors can measure the time consumers spend in front of a screen, detect their age or gender, and even collect information about their interactions with ads. Helping advertisers to better understand consumer behavior.

The user does not need hardware

One of the key points that distinguishes Digital Out Of Home's immersive experiences from others, such as those developed with Virtual Reality servicesis that the user does not need additional hardware to enjoy immersive experiences. All you have to do is stand in front of an interactive screen to live a phygital experience that instantly combines the physical and digital worlds. 

In a matter of seconds, the user is immersed in the interaction, eliminating technological barriers and making campaigns more accessible and appealing. This approach democratizes access to XR experiences, increasing the reach and impact of advertising campaigns. As in the case of the action carried out by Marvel for the premiere of Thor Ragnarok at Kinépolis Cinemas. A AR photocall where the spectators were the protagonistsenjoying the movie before even entering the theater.