The event was held in Burgos with record participation, gathering more than 400 professionals.
The XXXII Outdoor Advertising Conference, organized by La FEDE, was held from May 21 to 23 at the Fórum Evolución in Burgos, bringing together 405 professionals from the sector, marking a new attendance record.
Inaugurated by the mayor of Burgos, Cristina Ayala, the event highlighted the growth of the outdoor medium, with an 18.5% increase in investment during the first quarter of 2025 compared to the same period of the previous year, according to data from Infoadex. In addition, outdoor advertising has surpassed television in audience penetration, according to the latest EGM.
The program included presentations by more than 35 experts, addressing topics such as applied technology, innovation, digitization, creativity, planning, and sustainability. Notable were the interventions of Tom Goddard, president of the World Out of Home Organization, and Belén Acebes, COO of IAB Spain, who pointed out that DOOH is the second most efficient medium in terms of ROI.
The conference also featured round tables where advertisers and media agencies shared their perspectives on the future of the outdoor medium. Representatives from companies such as Iberdrola, Mahou San Miguel, Renault, and CaixaBank participated, as well as agencies such as Havas Media Network and &Beyond.
The event reaffirmed the role of outdoor advertising as a booming medium, adapted to new technologies and with increasing relevance in the communication strategies of brands.
