Ana Gaona

Ana Gaona

Recent Posts

OOH Key Metrics: Discovering Blind Spots

Sep 1, 2017 6:35:50 PM

How big is your potential audience? How many of those people saw your ad? What about how many of those exposed to your messages were driven to engage with your brand? Has there been a measurable impact on sales? While there are quite of few metrics to measure your advertising spend, for now we'll focus on impressions, peak time, ad exposure, reach, frequency, and dwell time. 

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The Powerful Impact of Location Intelligence on OOH

Aug 25, 2017 4:37:42 PM

Location once again is the missing link! This data offers a huge opportunity to create a competitive advantage while empowering businesses to make better and more actionable decisions. Location intelligence provides a way to reveal relationships between data sets that might not have otherwise been obvious. As for out-of-home, applying a geocentric approach to measure advertising impact yields significantly more insightful and accurate results. By identifying out-of-home impact zones with a focus on areas of the location and applying customized, advanced analytics, marketers can isolate the impact of out-of-home campaigns. Not only that,  out of all the contexts, it’s the one in which customers engage with the most. In other words, location data is crucial for out-of-home media as it helps you choose the most cost effective space for you and your client, get audience insights and continues the buyer’s journey while allowing you to measure the impact and get more bang for your buck.


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Design and Measure your OOH Campaign!

Aug 5, 2017 1:25:03 AM

Traditional Out-of-Home advertising has seen significant changes from developments in digital platforms to data sources and thus better measurement tools. According to Magna Global, out-of-home advertising was the only traditional media business to grow last year. A lot of cities are now looking at all the data that gets produced by various systems as well as how the data is captured and analyzed. This data is based on external conditions like CRM data, weather, traffic, location and more, which have been optimizing both creative and their return of investment for their marketing campaigns. They have become an integral part of building this growthWith this medium becoming more established, brands can reach their desired audience throughout a host of environments more cost effectively and focus on engaging audience in real time.

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Optimizing your Marketing ROI in an Omnichannel Era

Jul 27, 2017 9:28:17 PM

There’s no denying, creating a seamless omni-channel experience is a hot topic right now. With the consumer decision journey changing, marketing has changed as well. Consumers are now going through all these channels from researching online and social media to seeing an ad as well as going in-store (or vice versa), before purchasing, making marketers depend more and more on data and measurement for all these different channels. Data has become the fuel that drives the modern marketing engine, thus creating an increasing trend in marketing analytics tools. The successful marketer will be the one that sets goals, analyzes and acts upon this data to optimize their marketing ROI (MROI).

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Q&A: Shaping Metrics for Out-of-Home Advertising

Jul 19, 2017 5:08:44 PM

I recently had the honor to interview a global citizen, proficient in 9 languages, and OOH influencer, Matteo Ceurvels, Multilingual Digital Strategist & Marketing Researcher at eMarketer. He has 8+ years of experience in managing multiple global accounts and building strategic communications and marketing initiatives within the private and public sectors. 

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What's in store for Luxury?

Jun 26, 2017 10:34:50 AM

According to the article, 5 Technology Trends Reshaping Luxury in 2017, ”80% of luxury buyers visit physical stores on a regular basis. Therefore, retail stores remain one of the most important dimension of the luxury experience.” That being said, I’m very excited to introduce our next Retail interviewee, Stephen Croncota, Chief Marketing Officer of Versace ItalyA great mentor as well as a seasoned marketing and creative executive with extensive experience in aspirational lifestyle brands and consumer products--much of it global.


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Retailers: Get Ready to Disrupt!

Jun 19, 2017 12:38:07 PM

Have you ever stopped to think how fast everything has changed because of technology? Do you remember your first telephone? Or even your first computer? We went from Alexander’s Graham Bell’s patent for the telephone in 1876 (which many believe others had discovered it before) to the mobile phone we have today. We have come a long way since then. In just a blink of an eye, technology has changed the way we communicate, analyze our surroundings, the way we work, increased opportunities and many more in all industries. It has contributed immensely to the retail success at every stage and angle of the shopping journey, both in bricks-and-mortar stores and online. 

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Shaping Business Decisions Through Data

Jun 1, 2017 3:08:21 PM

I recently had the honor to interview one of the top 50 Retail Influencers in 2017, Nicole Leinbach Reyhle, founder of Retail Minded and Co-founder of Independent Retailer Conference. Nicole’s passion and commitment to help independent retailers succeed kept growing as she learned more about the industry and in 2007, Retail Minded was born.

She became fascinated with the differences between small retailers versus bigger ones. Bigger retailers tend to shift and adjust whereas smaller ones don’t. Their focus remains the same and that is to offer a more niche and more personalized experience for their customers. That being said, they have a lot more flexibility in how they deliver a product or experience and how they engage with their customer through their physical space. Their physical storefront does not extend itself just to customer experiences but also helps shape their communities. Since they overlap with the community theme, they have so much influence in the community and lifestyle of the consumer.

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