GroupM en su reporte “This Year Next Year Worldwide December 2017”, muestra el gasto en anuncios de exterior en España desde 2008 hasta 2016, con estimaciones para 2018. Según la fuente, se prevé que el gasto en anuncios de exterior alcance los 331 millones de euros en 2018, frente a los 518 millones de euros en 2008.
A pesar de que la inversión destinada a este tipo de canales BTL ha disminuido, estos espacios siguen siendo relevantes para las marcas. Para muestra un ejemplo:
Esta pieza, “Dress” de Unilever realizada por la agencia Lola Mullenlowe, fue una de las ganadoras en el Festival Internacional de Creatividad Cannes Lions 2018, en la categoría “Outdoor”. A continuación, te mostramos las campañas europeas ganadoras.
Europa: campañas ganadoras en Cannes Lions 2018
He aquí todos los ganadores de la categoría “Outdoor”:
| CAMPAÑA | MARCA | PRODUCTO | COMPAÑÍA | PAÍS | AGENCIA |
| DRESS | UNILEVER | MAGNUM | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
| THE REMARKABLE EDITH | STABILO | STABILO BOSS HIGHLIGHTER PEN | DDB GROUP DÜSSELDORF | GERMANY | DDB GROUP DÜSSELDORF |
| THE REMARKABLE LISE | STABILO | STABILO BOSS HIGHLIGHTER PEN | DDB GROUP DÜSSELDORF | GERMANY | DDB GROUP DÜSSELDORF |
| THE REMARKABLE KATHERINE | STABILO | STABILO BOSS HIGHLIGHTER PEN | DDB GROUP DÜSSELDORF | GERMANY | DDB GROUP DÜSSELDORF |
| HACKER | COLGATE | PROTEX SOAP | RED FUSE Paris | FRANCE | RED FUSE Paris |
| GRENADE | COLGATE | PROTEX SOAP | RED FUSE Paris | FRANCE | RED FUSE Paris |
| AVALANCHE | COLGATE | PROTEX SOAP | RED FUSE Paris | FRANCE | RED FUSE Paris |
| BIRD | VOLKSWAGEN AG | VOKSWAGEN USED CARS | DDB GROUP GERMANY Berlin | GERMANY | DDB GROUP GERMANY Berlin |
| DOG | VOLKSWAGEN AG | VOKSWAGEN USED CARS | DDB GROUP GERMANY Berlin | GERMANY | DDB GROUP GERMANY Berlin |
| BURGER | MCDONALD’S | MCDRIVE | DDB BUDAPEST | HUNGARY | DDB BUDAPEST |
| FRIES | MCDONALD’S | MCDRIVE | DDB BUDAPEST | HUNGARY | DDB BUDAPEST |
| BEACH | TRANSAVIA | AIRLINE | HUMANSEVEN Paris | FRANCE | HUMANSEVEN Paris |
| CITY | TRANSAVIA | AIRLINE | HUMANSEVEN Paris | FRANCE | HUMANSEVEN Paris |
| MOUNTAIN | TRANSAVIA | AIRLINE | HUMANSEVEN Paris | FRANCE | HUMANSEVEN Paris |
| ASSEMBLING | WESTDEUTSCHE LOTTERIE GMBH & CO. OHG | WESTLOTTO | GREY GERMANY Düsseldorf | GERMANY | GREY GERMANY Düsseldorf |
| VACUUM | WESTDEUTSCHE LOTTERIE GMBH & CO. OHG | WESTLOTTO | GREY GERMANY Düsseldorf | GERMANY | GREY GERMANY Düsseldorf |
| TOILET | WESTDEUTSCHE LOTTERIE GMBH & CO. OHG | WESTLOTTO | GREY GERMANY Düsseldorf | GERMANY | GREY GERMANY Düsseldorf |
| OLD GUYS | THE GUARDIAN | THE GUARDIAN | KARMARAMA | ACCENTURE INTERACTIVE London | UNITED KINGDOM | KARMARAMA | ACCENTURE INTERACTIVE London |
| TOILETS | THE GUARDIAN | THE GUARDIAN | KARMARAMA | ACCENTURE INTERACTIVE London | UNITED KINGDOM | KARMARAMA | ACCENTURE INTERACTIVE London |
| HAMAD & ALEXANDER | PINK CROSS | PINK CROSS | TBWA\GERMANY Düsseldorf | GERMANY | TBWA\GERMANY Düsseldorf |
| MARIA & ELIZABETH | PINK CROSS | PINK CROSS | TBWA\GERMANY Düsseldorf | GERMANY | TBWA\GERMANY Düsseldorf |
| WILFRID & NELSON | PINK CROSS | PINK CROSS | TBWA\GERMANY Düsseldorf | GERMANY | TBWA\GERMANY Düsseldorf |
| EDITH & KATE | PINK CROSS | PINK CROSS | TBWA\GERMANY Düsseldorf | GERMANY | TBWA\GERMANY Düsseldorf |
| ABDUL & MAO | PINK CROSS | PINK CROSS | TBWA\GERMANY Düsseldorf | GERMANY | TBWA\GERMANY Düsseldorf |
| STREET | NESTLÉ TUNISIE DISTRIBUTION | KITKAT BARS | J. WALTER THOMPSON Casablanca | MOROCCO | J. WALTER THOMPSON Casablanca |
| FACTORY | NESTLÉ TUNISIE DISTRIBUTION | KITKAT BARS | J. WALTER THOMPSON Casablanca | MOROCCO | J. WALTER THOMPSON Casablanca |
| OFFICE | NESTLÉ TUNISIE DISTRIBUTION | KITKAT BARS | J. WALTER THOMPSON Casablanca | MOROCCO | J. WALTER THOMPSON Casablanca |
| BRING BACK CLAIRE | COLGATE | COLGATE MAXWHITE ONE | Y&R PARIS Paris | FRANCE | RED FUSE Paris |
| BRING BACK JOHN | COLGATE | COLGATE MAXWHITE ONE | Y&R PARIS Paris | FRANCE | RED FUSE Paris |
| BRING BACK MARY | COLGATE | COLGATE MAXWHITE ONE | Y&R PARIS Paris | FRANCE | RED FUSE Paris |
| BK CLOWN | BURGER KING | BURGER KING | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
| BALLS | MCDONALD’S | HAPPY MEAL | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| BALLOONS | MCDONALD’S | HAPPY MEAL | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| WOODEN BLOCKS | MCDONALD’S | HAPPY MEAL | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| VITRA VS. ODGER | IKEA | IKEA | THJNK Hamburg | GERMANY | LOVED Hamburg / THJNK Berlin / THJNK Hamburg |
| THONET VS. TOBIAS | IKEA | IKEA | THJNK Hamburg | GERMANY | LOVED Hamburg / THJNK Berlin / THJNK Hamburg |
| FRITZ HANSEN VS. SVENBERTIL | IKEA | IKEA | THJNK Hamburg | GERMANY | LOVED Hamburg / THJNK Berlin / THJNK Hamburg |
| 1_MIXTAPE/PLAYLIST | MCDONALD’S | BIG MAC | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| 2_CASH/BITCOIN | MCDONALD’S | BIG MAC | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| 3_JUKEBOX/SPOTIFY | MCDONALD’S | BIG MAC | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| 4_VHS/MP4 | MCDONALD’S | BIG MAC | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| 9_DISCO/CLUB | MCDONALD’S SUISSE RESTAURANTS SÀRL | BIG MAC | TBWA\ZURICH | SWITZERLAND | TBWA\CHIAT\DAY NEW YORK / TBWA\ZURICH |
| TOILET | WESTDEUTSCHE LOTTERIE GMBH & CO. OHG | WESTLOTTO | GREY GERMANY Düsseldorf | GERMANY | GREY GERMANY Düsseldorf |
| ASSEMBLING | WESTDEUTSCHE LOTTERIE GMBH & CO. OHG | WESTLOTTO | GREY GERMANY Düsseldorf | GERMANY | GREY GERMANY Düsseldorf |
| VACUUM | WESTDEUTSCHE LOTTERIE GMBH & CO. OHG | WESTLOTTO | GREY GERMANY Düsseldorf | GERMANY | GREY GERMANY Düsseldorf |
| PARKOUR SCREENS | SAMSUNG | SAMSUNG GALAXY S9 | CHEIL WORLDWIDE Madrid | SPAIN | CHEIL WORLDWIDE Madrid |
| #TANKFREE | BORN FREE FOUNDATION | BORN FREE FOUNDATION | WCRS London | UNITED KINGDOM | WCRS London |
| FIGHT FOR TERRITORY | LION | STEINLAGER | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland |
| NIKE REACT GAME OF GO | NIKE | NIKE REACT GAME OF GO | MEDIAMONKS Amsterdam | THE NETHERLANDS | WIEDEN+KENNEDY Portland |
| FOOTBALL DECODED | MICROSOFT | XBOX / FIFA 18 | McCANN LONDON | UNITED KINGDOM | McCANN LONDON |
| PROJECT 84 | CALM | CALM | adam&eveDDB London | UNITED KINGDOM | adam&eveDDB London |
| GAME OF THRONES “TAPESTRY” | TOURISM IRELAND | TOURISM IRELAND | TOURISM IRELAND Coleraine | UNITED KINGDOM | PUBLICIS LONDON |
| VENT INSPECTION AD | PEPCO | VENT INSPECTION AD | GREY POLAND Warsaw | POLAND | GREY POLAND Warsaw |
| #BODYCANTWAIT | HANDICAP INTERNATIONAL | HANDICAP INTERNATIONAL | HEREZIE Paris | FRANCE | HEREZIE Paris |
| TRANSFORMATION OF A LANDMARK | BMW AG | BMW | JUNG VON MATT Hamburg | GERMANY | JUNG VON MATT Hamburg |
| THE ROOM | IKEA ITALY | VIOLENCE AGAINST WOMAN CAMPAIGN | DDB GROUP ITALY Milan | ITALY | DDB GROUP ITALY Milan |
| THE AMBER CUBE | DAIMLER AG MERCEDES-BENZ | MERCEDES-BENZ G-CLASS | ANTONI Berlin | GERMANY | ANTONI Berlin |
| PROJECT 84 | CALM | CALM | adam&eveDDB London | UNITED KINGDOM | adam&eveDDB London |
| GO WITH THE FAKE | DIESEL | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
| LOVING “IT” | BURGER KING DEUTSCHLAND GMBH | BURGER KING | GRABARZ & PARTNER Hamburg | GERMANY | GRABARZ & PARTNER Hamburg |
| BLACK FUTURE SOCIAL CLUB | NETFLIX | BLACK MIRROR SEASON 3 | DUDE Milan | ITALY | DUDE Milan |
| PROJECT 84 | CALM | CALM | adam&eveDDB London | UNITED KINGDOM | adam&eveDDB London |
| RECRUITING CAR | VOLVO | VOLVO S90 | FAMOUSGREY BRUSSELS | BELGIUM | FAMOUSGREY BRUSSELS |
| #HONDANEXTDOOR | HONDA | CR-V & HR-V | SID LEE Paris | FRANCE | SID LEE Paris |
| GO WITH THE FAKE | DIESEL | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
| SCARY CLOWN NIGHT | BURGER KING | BURGER | LOLA MULLENLOWE Madrid | SPAIN | LOLA MULLENLOWE Madrid |
| DRAW TO ART | GOOGLE ARTS & CULTURE | GOOGLE CREATIVE LAB London | UNITED KINGDOM | GOOGLE ARTS & CULTURE Paris / GOOGLE CREATIVE LAB London | |
| NIKE REACT GAME OF GO | NIKE | NIKE REACT GAME OF GO | MEDIAMONKS Amsterdam | THE NETHERLANDS | WIEDEN+KENNEDY Portland |
| DEISEL – GO WITH THE FAKE | DIESEL | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
| 3 BILLBOARDS OUTSIDE GRENFELL, LONDON | JUSTICE4GRENFELL | JUSTICE | BBH LONDON | UNITED KINGDOM | BBH LONDON |
| STATION WITH A VIEW | SKODA FRANCE | SKODA KAROQ | ROSAPARK Paris | FRANCE | ROSAPARK Paris |
| BLACK FUTURE SOCIAL CLUB | NETFLIX | BLACK MIRROR SEASON 3 | DUDE Milan | ITALY | DUDE Milan |
| NIKE REACT GAME OF GO | NIKE | NIKE REACT GAME OF GO | MEDIAMONKS Amsterdam | THE NETHERLANDS | WIEDEN+KENNEDY Portland |
| FIGHT FOR TERRITORY | LION | STEINLAGER | DDB GROUP NEW ZEALAND Auckland | NEW ZEALAND | DDB GROUP NEW ZEALAND Auckland |
| LOVING “IT” | BURGER KING DEUTSCHLAND GMBH | BURGER KING | GRABARZ & PARTNER Hamburg | GERMANY | GRABARZ & PARTNER Hamburg |
| THE ROOM | IKEA ITALY | VIOLENCE AGAINST WOMAN CAMPAIGN | DDB GROUP ITALY Milan | ITALY | DDB GROUP ITALY Milan |
| #HONDANEXTDOOR | HONDA | CR-V & HR-V | SID LEE Paris | FRANCE | SID LEE Paris |
| GO WITH THE FAKE | DIESEL | DIESEL | DIESEL Breganze | ITALY | PUBLICIS ITALY Milan / PUBLICIS New York |
| HUMAN MONUMENTS | THALYS | THALYS | ROSAPARK Paris | FRANCE | |
| DRAW TO ART | GOOGLE ARTS & CULTURE | GOOGLE CREATIVE LAB London | UNITED KINGDOM | ||
| RECRUITING CAR | VOLVO | VOLVO S90 | FAMOUSGREY BRUSSELS | BELGIUM | FAMOUSGREY BRUSSELS |
| #WHATMAKESGREAT | IBM | INFORMATION & TECHNOLOGY | OGILVYONE LONDON | UNITED KINGDOM | OGILVY & MATHER London |
