The expansion of OOH is seen in the number of customized sponsorship opportunities for events
The growth of out-of-home (OOH) media has sparked interest from agencies in launching specific areas for OOH intelligence. Africa Creative created Rua.Africa, Galeria structured Vitrine, Tech&Soul set up VidaOOH and Talent presented Talent Street.
Brands interested in promoting sponsorship visibility can be inspired by the work carried out by these hubs. They reveal the face of OOH. “The agency market is leading a movement towards professionalization, driving the development of proprietary platforms and tools to enhance the intelligence of the medium”, points out Rodrigo Rodrigues, COOH at Africa Creative.
Growth led to the expansion of OOH. “This can be seen in the number of customized sponsorship opportunities for events”, confirms Geraldo Junior, associate creative director at Talent. Artificial intelligence and algorithmic message personalization make ads more interactive.
“Today, OOH presents an extremely different data and metrics context compared to five years ago, having the capacity to offer the necessary information for strategic planning”, describes Rodrigues. Globally, OOH is consolidated as one of the means with the greatest capacity for audience migration for conversion in the digital environment.
“OOH players are more attentive to opportunities and willing to respond to brands’ needs to ensure good partnerships. Furthermore, sponsorships enable greater commercial discounts, which is reflected in media profitability”, comments Ana Ventura, head of media at Tech&Soul and leader of VidaOOH.
Read the full article in the May 20, 2024 edition
