Executive Director of the association, Fabi Soriano also spoke about the capillarity of the medium, the Clean City Law, among other subjects
The Outdoor Central is completing 45 years of operation. Since the beginning, created to strengthen and develop the sector, the organization has faced numerous challenges.
The biggest one was the arrival of the Clean City Law in So Paulo, which, for Fabi Soriano, executive director of the association, the segment could not condone with the total extinction of foreign media in one of the largest capitals in the world and with the concession to foreign capital company, without privileging the local economy.
According to her, the sector is a very successful tool. There are 326 municipalities in Brazil with more than 200 thousand inhabitants, with an immense consumption potential, which together correspond to 60% of the population. Brands that speak to Brazil invest in this capillarity. See below for the main excerpts from this interview.
start
The billboard has existed in Brazil for a long time. The first exhibition company was founded in So Paulo, in August 1929, Publix. But, for a long time, the countless formats according to the space to be explored, materials and different qualities, in addition to the unprofessional commercializations, caused the participation in the advertising share to plummet in the 1970s. In order to gain strength in the negotiations , some entrepreneurs from São Paulo got together and were willing to regularize and standardize the environment. It was thus developed and founded, in 1977, the Central de Outdoor. In 1978, it started to associate companies.
Capillarity
The billboard is a very successful tool. There are 326 municipalities in Brazil with more than 200 thousand inhabitants, with an immense consumption potential, which together correspond to 60% of the population. Brands that speak to Brazil invest in this capillarity capable of reaching out to all these consumers and measuring the real conversion that the national foreign media can bring.
Clssico
It is estimated that there are 60,000 classic billboards (the famous 9m x 3m) across the country, but the umbrella that the term outdoor covers goes far beyond the classic billboard. Focusing on large format outdoor media, there are thousands of road panels, frontlights, gables and digital billboards, which serve large and small advertisers, make the economy spin in all sizes of municipalities, generate jobs and play a fundamental role in the communication of cities.
pillars
The Outdoor Center’s activities from then on, with more force in the last decade, are organized into three main guidelines: the defense of the environment, the promotion of the foreign media and the constant qualification of companies that invest in the continuous improvement of delivery. Central de Outdoor has invested in the evolution of the sector, supporting members in the digitization of their assets, in the adoption of new technologies that optimize the medium for the best programming by agencies and advertisers, such as audience metrics tools and programmatic purchase platforms.
Clean city
The association has always been in favor of regulating the foreign media, and has even strongly supported the planning of the urban landscape in several cities and capitals in Brazil, so that the various media formats coexist in harmony with the urban space, in an organized way, maintaining the economic activity in the municipality where several exhibiting companies participate that generate jobs and contribute directly to the local economy, with the outdoor media accessible both to large advertisers and to the commerce of the cities.
Extino
The sector obviously could not collude with the total extinction of foreign media in one of the largest capitals in the world, with the extinction of thousands of direct and indirect jobs, and with the subsequent concession to a foreign capital company, without favoring the local economy. The companies that ceased to exist did so not because of a lack of competence, but because of a unilateral political imposition. So Paulo was deprived of the colors, the creativity of large formats, as we see in large media districts that have become tourist spots, such as Sunset Boulevard, Shibuya Crossing, Picadilly Circus and the iconic Times Square.
Isolated
With the globalized and interactive world, if the Clean City Law had really left the city clean, and had been a successful example, it would have been adopted in the rest of the world and would not be an isolated case among the major global powers. We believe that in So Paulo there is room for new media formats, so that more companies generate more jobs, foster new businesses, favor small business owners, live in harmony and promote healthy and positive competition in the advertising market.
Pandemic
Outdoor media as part of the urban landscape dialogues with society and public utility. During the pandemic, this role became more evident and relevant. Despite having been a challenging time for the sector, brands that measure constant results on their investments in the streets have used the media in an incredible way to inform, provide services and support in a moment of insecurity.