In the interview, Javier explores how prDOOH is maturing across markets, transforming the channel from a static, top-funnel billboard into a highly dynamic, omnichannel connector.

Here is a look at the key strategies Javier highlights in his conversation with VIOOH, and why they represent the future of outdoor advertising.

1. From Buying Screens to Buying Audiences

As Javier points out, planning a campaign based purely on screen locations inevitably leads to wasted budget if your target audience isn't actually there. The true power of prDOOH lies in audience affinity. Instead of just looking at where a panel is bolted to the ground, Taptap uses AI to analyse on and offline data sets to rank and group screens based on how concentrated your ideal customers are in that specific area. This ensures that your investment is weighted exactly where it matters most, minimising wasted impressions and maximising relevance.

2. The Ultimate Omnichannel Bridge

prDOOH should not exist in a silo. By using location as a "universal unifier," advertisers can seamlessly connect the physical and digital worlds. This allows brands to surround consumers on their entire journey from the "sofa to the store". For example, Javier highlights the powerful synergies between prDOOH and mobile. By identifying the areas where your highest-affinity outdoor screens are located, you can simultaneously trigger mobile display ads in those same neighbourhoods to extend your reach, or actively retarget audiences who were exposed to the physical screen earlier in the day.

3. Activating Real-Life Contexts

Perhaps the most exciting shift is the ability to make outdoor screens react to live business conditions. Javier shares a recent success story from a major airline campaign that perfectly illustrates this. By monitoring live search and booking data, the brand was able to spot drops in search and sales volumes. Taptap's platform automatically reacted, activating digital media on top of prDOOH and increasing budget in high-potential geographic areas. The result? An impressive 84% uplift in bookings in just four days.

▶️ Watch the full VIOOH interview with Javier above to hear his perspective on the growing demand for brand safety, the differences between emerging and mature markets, and the push for sustainable DOOH.