Brazilian advertisers are betting on the medium after the return of mobility in cities and the digitization of inventory
Investment in Out of Home (OOH) media, shown in places such as points of sale, subways and even elevators in commercial and residential buildings, suffered from the emptying of the streets caused by the Covid-19 pandemic.
With the advancement of vaccination, the resumption of mobility in cities and the digitization of advertising formats, however, the sector shows signs of recovery.
According to the Inside OOH 2022 study by Kantar Ibope Media, there was a 29% growth in advertising placements in OOH in the first half of 2021, when compared to the same period of the previous year.
This growth is driven by an increasing interest from brands in advertising in the medium. 85% of people were impacted by OOH advertising over the course of 2021. This represents a 7% increase over the last five years. Penetration is also stronger than in countries such as the United States (55%), the United Kingdom (60%) and Spain (79%).
According to the institute, 59% of Brazilians claim to have been impacted by advertisements in establishments such as supermarkets, malls and universities.
This type of advertising was also noticed by the population in public transport (59%), urban furniture, such as street clocks and bus and taxi stops (58%), and large media, such as billboards and panels (54%).
Among those impacted, 53% said they saw advertising from digital display formats (DOOH) – an 11% increase over the past five years.
OOH media can be leveraged by different sectors, but some bet more than others. Data from the study indicate that the Consumer Services segment is the main one, with 34.8% of the investment in the medium being made by this sector. The podium is also composed of Commerce (14.3%) and Financial and Insurance (11.4%).
In the first half of 2019 and the same period of 2021, delivery apps increased their investments in the middle by 649%. There was also a 355% growth in fintechs and 165% in e-commerces.
