Market-leading companies share figures, insights and their vision for the future of one of the fastest-growing media sectors in the country
The out-of-home advertising market in Brazil has experienced remarkable growth in recent years, driven by technological innovations and an increasingly strategic and creative approach.
To understand the scenario from the perspective of those who are at the forefront of this sector in Brazil, propmark spoke to several leading companies in the sector, who shared valuable insights and how they are shaping the future of OOH advertising in the country.
Creativity
OOH creative agencies play a crucial role in the evolution and impact of advertising, transforming innovative ideas into engaging visual campaigns that capture audiences’ attention in strategic public spaces.
Streetwise is an agency that stands out for its strategic approach to creating OOH campaigns. João SantAnna, the agency’s strategy director, shared details about the campaign creation process: “It all starts with an in-depth study of the brand’s target audience, carried out by the media, using proprietary tools: Streetplan is one of them. It is this tool that will guide the focus on the best mix of OOH channels recommended for the advertiser,” he says.
From this point on, Streetwise will have the Channel Map in hand. “With it, strategic planning comes into play to break down all message variations, assigning each channel’s vocation to a content role within the target’s journey. In other words, the Message Map should inspire the creation of the different formats. Finally, production is aligned in 100% of the creatives broadcast, ensuring adequate reading time, transitions and movements, in addition to guaranteeing daily checks throughout the campaign,” he says.
SantAnna also highlighted some recent success stories. “Burger King’s ‘2 Whoppers for R$25’ promotion, for example, used OOH intensively and in a personalized way. The results were impressive because they used creative resources to personalize the offer, communicated product attributes according to the location, enveloped the surroundings of their stores and directed people to dozens of consumption occasions.”
Another example was the regionalization campaign for Anhanguera by Cogna, which involved more than 400 different endings to respect local characteristics. “For Santander, we made an innovative use of OOH with an exclusive break before the release of a film on ‘Fantástico’, capturing the entire audience in primetime on the streets; and we also stayed on the streets for 24 hours without interruption with the innovative ‘Blast’ format”, explains SantAnna.
Read the full article in the edition of propmark July 22, 2024
