Heard by propmark, the main market players list some of the major points that, in their opinion, need to be improved
Brazil’s out-of-home ended 2023 among the top three in terms of media investment. In the most recent Cenp-Meios report, which detailed investments in media in the first three quarters of 2023, OOH represents 9.9% of the total share, behind only open TV (40.6%) and internet (38%) . The total amount billed for out-of-home in the nine months of last year was R$1.4 million.
During the pandemic, the sector was, alongside cinema, one of the most punished due to social isolation. However, since the end of restrictions, OOH has been gaining ground in the area, which reached revenues of R$1.2 billion in 2020, ending 2022, according to Cenp, with R$2.1 billion.
Andrea Weiss, executive director of ABOOH (Brazilian Out-of-Home Media Association), classified the year 2023 as important for Brazilian out-of-home. In addition to the resumption of participation in other media, the executive highlighted the emergence of new players and the increase in DOOH circuits.
We have made great progress in product solutions and, thus, greater integration of sensors and devices, bringing us closer to digital media. There was a big focus on programmatics, which received favorable investment for the sector, he said.
Executive director of Central de Outdoor, Fabi Soriano said that, in recent years, the evolution in technology and data has advanced exponentially, but we still had the challenge of how to organize and automate planning processes to bring convenience and credibility to outdoor professionals. day M.
For her, one of the advances was the launch of the ECOSS OOH platform, which brings together the inventory of dozens of companies across Brazil, with data intelligence and specifications for each piece. By bringing together several companies from Brazil, the platform also supports the regionalization of the plan, delivers more assertiveness and capillarity and boosts competitiveness in the market, he exemplified.
Now, for 2024, Soriano highlights the digitalization of assets as a continuous demand. According to a survey carried out with Central do Outdoor members, there is an expectation of a 62% increase in DOOH faces this year compared to 2023.
Among the players, technology, AI and AR permeate the investment plans of each of them. At JCDecaux, for example, general director Ana Clia Biondi said that the company will continue to invest in expanding its programmatic media and artificial intelligence. The executive also spoke about Second Screen, the company’s solution that seeks to extend the audience’s connection to create a personalized conversation.
Wlamir Lino, national commercial and marketing director at Clear Channel, said the company has been looking at DOOH. In this sense, programmatic media stands out as a strategic priority, focusing on more targeted and qualified audience deliveries, taking advantage of the potential of this type of media sales, he states.
At Eletromidia, one of the main focuses will be Eletromidia Ads, a tool for planning and creating OOH campaigns. Today it is possible to create much more assertive campaigns, in line with the target, upload and change advertising materials, but there is still a lot to be explored, said CEO Alexandre Guerrero.
NEOOH, in turn, will work to increase the possibilities of using augmented reality with digital and static screens. CEO Leonardo Chebly also said that the idea is to invest in the production and delivery of campaigns using 3D content, which change the way messages are presented, making them more attractive and memorable.
Expansion is also the word for RZK, which ended the year with the consolidation of a goal considered ambitious for the participation of programmatic media within sales. Eduardo Mantegazza, CEO of RZK Digital, also said that he plans to integrate augmented reality technologies into his strategy, allowing interactive and immersive experiences that directly engage with the public, transforming outdoor advertising into a dynamic and immersive experience.
Challenge to be overcome
That technology, artificial intelligence and augmented reality will be the driving force of OOH companies in 2024 is not news to anyone, but the propmark I wanted to know from each executive which problem in the Brazilian out-of-home market, existing today, he would solve this year.
Read the full story in the January 8, 2024 edition
