Out of Home (OOH) media has experienced accelerated evolution in recent years, driven by digitalization and technological innovation. Silvia Ramazzotti, president of the DOOH Committee of IAB Brazil and marketing director at JCDecauxhighlights that this sector is at a time of unprecedented transformation, marked by opportunities and new challenges for marketing professionals and brands.
OOH media, also known as outdoor media, encompasses all messages and advertising actions that reach the public outside their homes, that is, in public environments. “OOH has grown significantly in Brazil in recent years”, observes Silvia, mentioning the Inside OOH 2023 study by Kantar IBOPE Media, which reveals that Out of Home already reaches 89% of the Brazilian population regularly, reaching an even higher rate in cities such as So Paulo (91%) and Braslia (95%), consolidating itself as the second most consumed medium in the country.
“Currently, OOH j represents the third largest share of advertising investment in Brazil, with around 10% of the market”, he points out.
Digitization plays a crucial role in this context, with 93% of people indicating that digital formats attract more attention than traditional media, as observed in the Kantar study. Ramazzotti emphasizes that this transition to digital brings significant advantages to the sector, including the ability to create more interactive and dynamic campaigns, greater flexibility in advertising placement and the possibility of personalizing messages for specific audiences.
“This shows that the digitalization process is in evidence, encompassing all players of the market”, he highlights.
According to the president of the IAB Brazil DOOH Committee, the introduction of new purchasing formats, such as programmatic media, is also shaping this industry. She highlights that programmatic media allows for more precise audience segmentation, enabling brands to run highly targeted campaigns based on intelligence data.
“Brands can advertise in specific areas of the city, in different types of environments/modalities, choosing a mix of assets according to the target audience they want to reach”, he states.
However, challenges persist, especially in relation to measuring results and establishing standardized metrics. The executive highlights the importance of investing in data intelligence and technology to overcome these obstacles and ensure that DOOH campaigns are effective and measurable. As for the future of OOH media, she sees a scenario where personalization and interactivity will become even more prominent.
“The future of DOOH media is not a purchase by script, but rather by data intelligence. Marketers must be aware of new artificial intelligence resources to create assertive campaigns that promote unique experiences for the audience, strengthening connections with the public,” she says.
In this way, OOH media continues to offer unique opportunities for marketers and brands looking to stand out in a competitive and constantly changing landscape. In this context, IAB Brasil, an association whose objective is the sustainable development of digital advertising in the country, works to produce materials and content that help professionals in the sector understand trends.
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