CEO leads the company’s expansion with investments in new technologies and a mix of products and formats that attracts big brands
Daniel Costa, CEO and founder of Grupo Imobi, made innovation his main tools to transform the outdoor media market in Brazil and make Imobi grow exponentially in recent years. Graduated in Administration and coming from a family of entrepreneurs, Costa found an environment conducive to developing an entrepreneurial vision from an early age. “Boldness is my long-time companion, because, from an early age, I had to take advantage of opportunities to build my professional and personal career”, he explains.
In 2005, he founded Imobi in Porto Alegre, with the aim of bringing new ideas to the Out of Home (OOH) sector and helping advertising campaigns become more integrated into the urban scenario. Currently, the group stands out nationally, with a presence in several regions and a varied portfolio of products that serve the largest advertisers in the country.
For Costa, the challenges of the company’s journey were essential in shaping what he considers the three pillars that guide his leadership: dream, work and overcome. He believes that facing these difficulties helped to consolidate Imobi’s role in the sector, allowing the company to grow with more solidity and strategic focus.
With an operating model focused on innovation, the Imobi Group created products that sought to redefine the OOH market. Among the highlights are the MEGA MUB, a large digital urban furniture, and the Mega Panel 3D, one of the largest in the country, which introduced a new visual concept for advertisements in public places. Furthermore, Imobi transformed traditional Corner Signs, previously seen as an underutilized format, into an attractive platform for large advertisers.
In addition to traditional products, Imobi also diversified its presence in major events and strategic locations, such as Expointer and Acampamento Farroupilha, in addition to road toll booths, where it installed LED panels and established itself as a digital reference on highways. “We fulfill the consumer journey with numerous products and different formats, this makes the campaign more valued”, explains Costa.
The CEO also notes that Imobi’s difference in the market is its ability to offer a complete OOH solution. Combining digital and static media, the company creates projects that accompany consumers throughout their routine, promoting a continuous experience. “We deliver a complete mix to the client, something that adds value and optimizes advertising investments,” he says.
Technology is a fundamental pillar for Imobi’s growth and innovation, which has constantly invested in new tools and formats to increase the impact of Out of Home campaigns. “At Imobi we take technology very seriously, where in recent years we have delved deeper into this context, whether studying the solutions available on the market to add to our products or even traveling to discover solutions in other countries such as China, Hong Kong and the United States. ”
Regarding the future, Costa sees technology as an essential trend for the OOH sector, with a growing presence of programmatic and interactive digital media. However, he believes that the static format should also play a relevant role. “The market will not be 100% digitized. Static will still have significant value, especially in long-term strategies and for certain brands, as is already happening around the world”, he observes.
Completing 20 years next year, Imobi expects even more accelerated expansion in the coming years. Costa reveals that, despite the challenges that the State has faced recently, the company is in a moment of solid structuring. “Our perspective is to be among the biggest OOH players in Brazil, in a short space of time. We understand that we are already a relevant vehicle in the OOH market and, soon, we will be recognized for the trajectory we are following and for the innovative work that has made us stand out”, he concludes.
