Executives from JCDecaux, Eletromidia, NEOOH and VEX point out that investments in the industry are growing, as is technology
The out-of-home sector has been gaining more and more space in the strategies of brands and agencies. Executives from JCDecaux, Eletromidia, NEOOH and VEX point out that investments in the industry are growing and technology has become an ally of these companies to deliver increasingly innovative and precise solutions, just as the partnership with agencies has been strengthening. The second half of 2024 will be positive in the view of professionals in the area, with the possibility of growth and varied business opportunities.
João Binda, commercial director at JCDecaux, sees that media businesses are growing rapidly and significantly these days. According to the executive, investments are on the rise and are being influenced mainly by the possibility of measurement, use of data intelligence, digitalization and efficiency that media outlets deliver to brands. “Clients are very demanding of results, and media outlets, like JCDecaux, are able to deliver increasingly precise and measurable solutions that really boost advertisers’ results and business,” he explains.
Marcelo Pacheco, CSO at Eletromidia, notes that media businesses are constantly changing and technology has been a great ally. “By digitizing our assets and using Eletromidia Ads data to personalize campaigns, we have achieved much better results. However, to continue at this pace, it is essential to continue innovating and strengthening our strategic partnerships with media professionals,” he says.
Gustavo Silva, CSO at NEOOH, points out that the biggest challenge for the out-of-home industry is the increase in the share of investment that companies allocate to communicating their products or services. According to Cenp-Meios, the growth rate of the advertising pie in 2023, compared to 2022, was just over 10%. “For the current moment, this increase is very timid. We need to consider that the options for brands to communicate are numerous and fragmented and, when we analyze only the OOH sector, it stands out significantly, since growth in this period was 17%, well above the market average. The period from January to March 2024 already shows a growth of 23% in the advertising pie, once again highlighting OOH, with growth of 65%, thus becoming the medium that grew the most in relation to 2023. TV and the internet grew 12% and 31%, respectively, once again reinforcing the protagonism of OOH”, he explains.
Alex Daniel, founder and president of VEX, believes that the out-of-home sector is experiencing its best moment. “Today, we are the second most consumed medium in Brazil. According to the Kantar Ibope Media study, we reach 89% of the population, that is, total relevance. The most important thing, in all these years, was the improvement of impact metrics. The sector is increasingly seeking technologies, which definitely brings clarity, credibility, knowledge and, most importantly, consolidates out-of-home in Brazil”, he celebrates.
Read the full Special in the printed edition of September 16th.
Credit: Photo by Rico Gore on Unsplash
