We grew 130% this year compared to the previous year in revenue
After more than four decades of working in the media area, Paulo Queiroz, executive director of RZK Digital, is surprised to see campaigns that today are exclusively based on OOH. Out-of-home media is no longer a support. According to Queiroz, it should register an annual expansion of more than 12% worldwide in the next five years and DOOH, 35% in the same period. The results obtained by the company confirm the evolution. “We grew 130% this year compared to the previous year in revenue”, he reveals. Each campaign reaches 2.3 million São Paulo residents per day, who receive ten million impacts. The company’s 682 screens are in bus terminals in the cities of São Paulo and Recife (PE), but the plan is to advance to the ten largest capitals in Brazil and explore new modes driven by audience opinion.
How did RZK come to market?
RZK is a digital out of home (DOOH) company created at the end of 2021 with the proposal to modernize the billboard in Brazil by bringing a set of data technologies that pass through audience measurements in real time. Each screen has a sensor that calculates the number of people around it. We use two layers of French sensors and another set of sensors that capture the volume of cell phones in a given perimeter. We opened the company with just 50 screens in November 2021. In March 2022, we already had 200 and, in March 2023, there were 600. Now, we have 682. We grew 130% this year compared to the previous year in revenue. I prefer not to say the number. A screen like ours costs a lot of money, but I can guarantee that the return on each round of investment comes back in less than five months, because these screens attract advertisers.
What is the company’s presence?
We created a new mass mode in urban bus terminals. We are in 44 positions. There are 37 in São Paulo and seven in Recife, with digital screens measuring two meters high by one meter wide. Together, they receive around three million passengers daily. Each campaign reaches 2.3 million São Paulo residents per day, who receive ten million impacts. As we are the only ones using the bus route in São Paulo, it is easier to calculate our market share. RZK has 4% of total investments in Brazil, even though it is only in São Paulo and Recife, considering the foreign media market. In the capital of São Paulo, we have an 8% share. And in São Paulo’s transport, we have a 31% share, in the largest city in the country, with 15 thousand buses, the largest network in the world.
What are the next destinations?
We want to be in the bus terminals of the ten largest capitals in Brazil. We already have two in sight for 2025, but I prefer not to talk because we are in competition. Our attention is focused on Rio de Janeiro, Brasília, Belo Horizonte and the south of the country.
Read the full interview in the issue of propmark October 14, 2024
