Leonardo Pereira, director and co-founder of Action, shares his vision on the movement in the OOH market in Brazil
In recent years, Out of Home (OOH) media in Brazil has established itself as one of the main means of communication for advertisers, reflecting a period of expansion and maturity in the sector. According to recent data from the Kantar IBOPE survey and the CENP-Meios 2024 study, OOH is experiencing a booming moment. “When we see a 40% growth in investment compared to the same period last year, we are certain that the chain has been developing a lot to be able to attract this volume”, comments Leonardo Pereira, director and co-founder of Action.
These results are no coincidence. The market has been driven by major investments and coordinated efforts among the various players in the ecosystem. Media outlets have been innovating and renewing their equipment, expanding the digitalization of their inventories, and this is not limited to the Rio-São Paulo axis – the movement is nationwide. In addition, we see a proliferation of new screens in retail chains and the growing adoption of digital panels.
The rise of programmatic media has also been an important differentiator. With digitalization, there is an opportunity to automate processes and bring more agility to media purchasing. “In the past, the sector’s difficulty was much more in accessing media outlets and compiling all suppliers at a national level – a very strong and more operational execution demand. Currently, with the evolution of technology on several fronts, what previously required a complex operation can now be aggregated in a more automated way”, explains Leonardo.
Although the industry still lacks a standardized metric, it can no longer be said that OOH does not deliver audience data. Today, we have a series of measurement methods based on travel, behavior and demographic data. These advances are essential for personalized and efficient delivery, leveraging the sustainable growth of the media.
EVOLUTION
As the industry matures, brands need to adopt increasingly effective and innovative strategies to extract the full potential available. OOH, with its diversity of formats and creative possibilities, demands in-depth technical knowledge, strategic planning and the right expertise to ensure campaigns are targeted with precision and impact.
In this scenario, specialization becomes a competitive advantage. “The greater the volume invested in media, the more justified it is to have an agency specialized in this demand. When the market becomes more sophisticated, you need someone who understands what to do”, highlights Leonardo Pereira. And that is exactly what Action offers: integrated and innovative solutions that maximize the return on investment for its clients.
Founded in 2013 by Augusto Bighetti and Leonardo Pereira, Action stands out for its consultancy model, working both with agencies and directly with advertisers. Since 2021, the company has reorganized itself to offer a multidisciplinary structure, with squads that integrate media, data and creation. “We have a great deal of know-how for projects involving creation and technology, and this is perhaps our greatest differentiator”, reinforces Pereira.
The future of OOH is bright, and Action is at the forefront of this transformation, helping brands successfully navigate this dynamic and ever-evolving medium.
