DOOH-моментум: Screenverse нанимает ЛаКонти, JCDecaux Латинская Америка пуш, mall data

Цифровой сектор Outside‑of‑home рекламы набирает момент через три фронтика: найм руководителя, региональный programmaтический расширение, и свежая research, доказывающая, что mall‑based screens convert foot traffic в покупки. LaConti joins Screenverse после ведения Warner Bros. Discovery отношений с WPP и перевода ежегодного рекламного портфеля на больше чем $1.5 billion. Егорезюме spans leadership roles at Scripps Networks Interactive, Discovery, and Warner Bros. Discovery, давая ему экспозицию через digital, connected TV, и linear television. Jessica Silva, chief operating officer Screenverse, said LaConti understands both the revenue mechanics и the relationship-driven nature of the advertising business в момент, когда DOOH claims более central role в omnichannel mix. LaConti will focus на accelerating revenue growth, sharpening sales operations, и deepening Screenverse's connections с brands и agencies. Across the hemisphere, JCDecaux has switched on programmatic buying across its full Latin American digital inventory, adding Panama, Costa Rica, Guatemala, El Salvador, Honduras, Nicaragua, the Dominican Republic, Ecuador, и Paraguay. The move brings более 4,600 digital screens в street locations, airports, metro systems, и shopping centers onto the company's VIOOH supply-side platform, который connects к более 50 demand-side platforms globally, включая Displayce. Nicolas de Tapol, managing director for Central America, South America и the Caribbean at JCDecaux, said the expansion responds к advertiser demand для data-driven, flexible campaign buying. Gavin Wilson, global chief commercial officer at VIOOH, described it как further step toward broadening programmatic OOH reach across the region, который invidis previously identified как one of the industry's most underpenetrated long-term growth opportunities. New research from The People Platform, part of Stagwell's The Marketing Cloud, provides the conversion-layer evidence, что makes the other two moves more compelling. A study of 1,000 adults, кто visited a mall в течение 48 часов, found, что apparel draws 65 percent всех mall visitors и converts at 51 percent, making screens near fashion corridors high-intent ad environment. Eighty‑one percent shoppers visit a mall more than once a month, и average dwell time of 2.12 hours, rising до 2.61 hours для Gen Z, offers extended creative exposure, которого few other offline channels can match. David Chester, vice president of research и insights at The People Platform, noted, что malls have evolved into mixed-use destinations, где advertising can capture consumers на both the discovery и fulfillment stages покупки funnel. Taken together, the three developments reinforce broader narrative: DOOH is no longer niche out‑of‑home add‑on, но measurable, programmable channel, который retailers, agencies, brands can treat с same rigor как CTV или retail media networks. Screenverse is strengthening its commercial leadership, JCDecaux is proving, что programmatic DOOH can scale across emerging markets, и the mall data gives planners category‑specific playbook для, когда и где screens move product. As omnichannel strategies continue demand measurable offline touchpoints, DOOH sector is assembling talent, infrastructure, и evidence needed compete за larger share digital ad budgets.