The company has been investing, among other things, in strategic partnerships with agencies
Dual Mdia, which has been operating in foreign media for two decades, has been investing in strategic partnerships with traditional agencies. In addition, Dual also collects data to present results, execution, installations and checking metrics, the result of an investment of more than R$2 million in technology.
According to the company, Dual has OOH actions and can cover all 5,568 Brazilian municipalities. The growth in out-of-home participation to 10.2% share of advertising investments in the country, according to the 2022 Cenp-Intermeios survey, is still far from the potential that the medium can have, according to the founding partner Rubens Nigro.
“We believe that many of the investments made in other media tend to migrate to our segment, due to the growing coverage offered and the technology invested to prove results. We act, above all, to encourage the growth of OOH”, he explains.
Renato Salles explains that the results of the actions presented to clients are the result of crossing information and allowed the development of a methodology for measuring results, uniting the data platforms Geofusion (geolocation and consumption habits) and Infooh (metrics).
The data provides information on audience behavior, local economic potential, real-time monitoring and strategic adjustment of actions. “We were able to identify the best locations in a city to showcase brands, taking into account the residence or circulation of the target audience for a given product”, he says.
