Cómo Pokémon GO construyó el futuro del DOOH sin que lo...
· 2 min read · DooH
Pokémon GO was not just a global phenomenon: it helped build geospatial models that are redefining DOOH advertising and the use of data in the physical world.
Through augmented reality dynamics, users not only played but also captured visual information of streets, buildings, and public spaces. This data was processed to develop three-dimensional models capable of understanding depth, context, and mobility in the real world. This type of infrastructure is key to the development of artificial intelligence applied to autonomous navigation, robotics, and, increasingly evidently, the evolution of digital out-of-home advertising.
The change is structural. The ability to interpret the physical environment with millimetric accuracy opens the door to a new generation of DOOH (Digital Out-Of-Home) where location ceases to be a static data point and becomes a dynamic and contextual variable. Screens, advertisements, and experiences can adapt not only to where the user is but also to what they are specifically looking at at that moment. This allows the construction of hyper-personalized experiences in public spaces, integrating augmented reality, real-time data, and contextual behavior.
At the same time, this advance raises a relevant debate about privacy. Data collection is no longer limited to browsing or digital behavior, but now includes visual information from the physical environment, raising new questions about consent, the use of spatial data, and regulation. Current frameworks, designed to protect data in traditional digital environments, are beginning to fall short in the face of this new dimension.
For the advertising ecosystem, the impact is direct. The infrastructure that allows machines to understand the physical world also redefines how brands interact with audiences in urban spaces. DOOH evolves towards a model where the environment becomes a medium, data, and a conversion channel simultaneously, integrating physical signals with digital strategies in a much more sophisticated way.
These types of developments confirm that the next big layer of competitive advantage in advertising will not solely lie in digital data, but in the ability to interpret and activate the physical world in real time. The convergence of artificial intelligence, geolocation, and urban spaces is redefining how brand experiences are created. From the analysis of next+, we pose a question for the industry: who will own the map that will define attention in the real world?