Location intelligence and mobility analytics allow companies to create Out-of-Home advertising strategies focused 100% on the tastes and preferences of the people who pass through each point.
In outdoor advertising (OOH), knowing in depth the consumers who pass through the point where the advertising will be exposed is crucial to maximizing as much as possible the return on investment.
An announcement has been made that the Legislature will resume discussion of approving the Signs Act, which aims to charge an annual tax on advertising signs installed on streets and roads.
As yet no date has been announced for the return to the discussion of the rules, but consultation is already taking place with the 153 municipalities of the country. The tax proposed, for each sign, varies depending on the size, type of structure and placement.
Of all the advertising spending in mass media in the region, Nicaragua's share is 8%.
Guatemala's is 28%, Costa Rica's 22% and Honduras' is 16%.
Despite this reduced participation, the Nicaraguan media market has grown by 15% over the last two years, said Cesar Espinosa, CEO of Cem Communications and president of the Nicaraguan Organization of Advertising Agencies (ONAP), during an interview with Humberto Galo for Laprensa.com.ni.
A bill intends to impose a tax in dollars on advertising of commercial enterprises in public spaces.
"According to the bill, natural or legal persons must have an installation or renovation permit from City Hall. Once obtained, they will have thirty days to place the sign, otherwise they will need to reapply." reported Laprensa.com.ni.
It also proposes that mobile advertising on garbage cans, stops and benches, will incur taxes.
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.
Advertising expenditure is abandoning traditional media, especially print newspapers and magazines, and instead turning to digital media, where results are concrete and objective, and where there is a superior return on investment.
A report published by eMarketer gives clear conclusions: The share of digital media in the advertising pie is growing at the expense of print media, in line with changes in the patterns of consumer behaviour change, which are not being reported in mainstream media, people are spending more time in front of screens connected to the Internet, where they enjoy more and better information, and interact with advertisers.
False advertisement has become a serious crime in Nicaragua.
Anyone who makes false statements in their publicity about the composition, origin, virtues or basic qualities of their products, or of discounts, sales conditions, prizes or other beneifits that might cause consumers to make buying errors or injure a competitor will be sanctioned.
Those found guilty could be penalized by up to three years in prison and removal of their license to practice their profession, office, or business. There is also a fine involved, and it will be doubled if the products involved are food, medicine or anything used by babies.
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