Industry professionals and research highlight opportunities and challenges in the coming years for one of the fastest growing media outlets in the country
The out-of-home (OOH) advertising market in Brazil has experienced significant growth in recent years, demonstrating its strength and relevance in the national advertising landscape. This growth is evidenced by various data and analyses, as well as expert testimonies that highlight the potential and opportunities of the sector.
In this special, propmark addresses recent figures, the current strength of the market, the difficulties faced and emerging trends, based on information from the Outdoor Center, the Brazilian Out of Home Association (ABOOH) and the Executive Council of Standard Norms (Cenp).
Growth
Data from the first quarter of 2024 is promising for the OOH market in Brazil. Fabi Soriano, CEO of Central de Outdoor, highlights data from Cenp that shows that the segment’s share increased by 35% compared to the same period in 2023, while investment increased by 64%. This growth reflects a solidified media, in constant transformation and expansion. In addition, GroupM’s latest report projects global growth of 11.5% for OOH media in 2024, higher than the average of 7.8% for the global advertising market.
ABOOH’s executive director, Andréa Weiss, corroborates this data with information from the study ‘Inside OOH 2023’, published by Kantar. This study reveals that OOH impacts 89% of the Brazilian population. And also according to Cenp-Meios, OOH is the third largest media in the national advertising pie, with a share of 11% in the first quarter of 2024, an increase of 60% compared to the same period in 2023.
Still talking about numbers, OOH started the year 2024 with an increase in share compared to the first three months of the previous year. In the first quarter of 2023, OOH had an 8.4% share and revenue of R$312 million, according to Cenp-Meios. Now, the medium raised R$515 million and increased its share to 11.3%.
Read the full article in the edition of propmark July 22, 2024
