With the objective of increasing capillarity, the DOOH platform will increase its presence by over 80% in the number of ATM screens and reach 4,400 screens
Mdia Banco24Horas, a Digital Out Of Home (DOOH) media platform positioned above the Banco24Horas ATMs, is investing R$24 million to expand the business. Thus, the product will reach 4,400 screens throughout Brazil by the end of 2022, expanding its presence in the DOOH market. In all, the expansion of Mdia Banco24Horas will cover 49 cities. About 49% of the screens will be installed in the Southeast region; 29% in the Northeast; 10% in the South; 8% in the Midwest; and 5% in the North of the country.
Approximately 30% of the business expansion will be concentrated in new squares, with six states and 16 cities receiving their first screens from Mdia Banco24Horas, which is now available in all Northeastern and Midwestern capitals, in addition to reaching the Amazon , totaling presence in 22 states.
Celia Simes, marketing and product manager at Mdia Banco24Hhoras, comments that this expansion reinforces the qualities that the product brings to customers, with a national presence. In our own campaigns, we had difficulty finding vehicles that spoke to this wide audience with such a diverse audience in terms of capillarity, frequency and customization that we needed. That’s when we realized the power of our ATM as a vehicle and entered this market with 100% digital screens above the ATMs, positioned in places of high consumption and value within the point of sale, going beyond regions and obvious points within cities, account.
Another important point that Celia comments on is about Brand Safety and product customization. All screens will also be available for the programmatic media purchase model and via e-commerce, directly on the website, which allows customization by commercial segment, demographic profile and location (city, neighborhood and street). Our business model is simple and uncomplicated. Small, medium, large advertisers, public power and even independent professionals can customize their advertising, with the correct and effective targeting. Brands can speak directly to a potential customer on their journey and impact the flow of people who are circulating in the places where our screens are installed, she says. In addition, with an audience and capillarity audited monthly by the IVC (Instituto Verifier de Comunicao), the platform is 100% digital and allows the segmentation of the distribution of content by establishment.
According to her, today, there is a 70% repurchase rate, thanks to the options offered. After all, we understand and know the reality of more than 152 million Brazilians and we dialogue with them when they have money in hand, not only because they are in large centers and avenues, but also in outskirts and further away, with a real impact. and with high converting power, he argues. In addition, Mdia Banco24Horas stands out in the out-of-home digital market due to its plurality, especially in the outskirts and further away. According to Data Favela and Instituto Locomotiva, the peripheries have a consumption power of R$ 119.8 billion per year, a poignant and very important market for the economy.
Now, based on this strong expansion, the company seeks to attract the attention of large and medium-sized advertising agencies and advertisers, as well as, of course, small businesses that can invest in campaigns directly through e-commerce, as there is demand mainly in the periphery and interior of Brazil.
Our product is very accessible and dynamic, with a presence in strategic locations such as supermarkets, pharmacies, convenience stores, urban transport and shopping malls. That’s why we are able to serve all advertisers, from the big ones to the small entrepreneur, through a model that takes the brands to each one’s Brazil, explains Celia, who adds, today we count more than 1,700 campaigns aired since launch in the year 2019.
In addition to the advantages mentioned above, another opportunity that leverages Mdia Banco24horas’ business is this time of year, which is very favorable for the market as a whole, especially for advertising, as the end of the year is marked by major retail dates, with the Black Friday, Cyber Monday, Christmas and New Year. Not to mention that this year, 2022, we have the Qatar event, which should also move the trade a lot. the ideal time to advertise and leverage sales, says Celia.
And, to give these numbers even more strength, Celia brings data for the year 2021 from Banco24Horas. In the last year alone, almost R$ 400 billion were withdrawn at Banco24Horas. We move 5% of GDP through our cashiers every year. We are a strong brand, recognized in the market and present for a long time in people’s lives, he concludes.
