The company has been operating in Brazil for 26 years and will expand coverage to strategic areas in 100% of the city
JCDecaux, a global leader in Out-of-Home (OOH), will expand its presence in the capital of Rio from 2025, with the management of new fully digital Urban Furniture for Information (MUPIs) in strategic points in the city. Winning this new contract, the result of a public tender, will guarantee the company the operation of at least 225 assets in locations such as bike stations, subways, sidewalks and high-traffic roads, including iconic neighborhoods in the South Zone, such as Copacabana, Ipanema and Leblon. With this, JCDecaux will cover 100% of the Rio de Janeiro territory, consolidating its position as one of the main references in Out-of-Home (OOH) advertising in Brazil.
For Ana Célia Biondi, CEO of JCDecaux in Brazil, the contract marks a strategic moment. “Today we operate shelters, MUPIs and clocks in important regions of Rio de Janeiro, but although our area is the largest of all, it does not include the South Zone, therefore, with the new contract we will have 100% coverage of the city in regions with high circulation. , high economic power, close to large shopping and leisure centers, universities, supermarkets and other important attractions for brands”, he explains.
In addition to modernizing urban furniture with state-of-the-art equipment, the company will bring to Rio innovations such as the programmatic offer, which facilitates media buying and allows brands to segment their campaigns based on precise and dynamic data. “Advertisers will also have the opportunity to impact their target audience through platforms that facilitate campaign planning and the entry of new advertisers into the market. And, mainly, we will bring innovation, services, business opportunities and news to the Rio de Janeiro market in 2025. We have big plans for the city”, says the CEO.
JCDecaux also reinforces its commitment to sustainability. The entire operation will be powered by renewable energy, in line with global goals for reducing carbon emissions and the company’s philosophy of environmental responsibility. “We firmly believe that only sustainable companies will have a solid and successful future. Our pioneering spirit and innovation in the OOH market support this trajectory, guiding each of our projects towards a positive and lasting impact on society”, highlights Ana Célia.
Rio de Janeiro, the most visited tourist destination in Brazil, has an advertising market that is growing rapidly. According to data from Cenp-Meios, the OOH sector in Brazil registered an increase of 40% in the first half of 2024, representing 11.2% of advertising investments. JCDecaux already exclusively manages advertising at Guarulhos and Brasília airports, São Paulo and Salvador subways, street clocks in the capital of São Paulo, Carrefour and other premium assets, with more than 26 years of experience in Brazil.
The expansion in the wonderful city is part of JCDecaux’s global strategy to integrate technology, sustainability and data intelligence into outdoor media solutions. “Digitalization, unified metrics, programmatic and personalized campaigns are the current solutions that are driving the growth of the OOH market in the coming years. Therefore, with this new contract and the expansion of our operations to 100% of the city of Rio de Janeiro, we will offer high coverage, frequency, consistent and high-quality inventory, complementary formats and ideal target impact for each of the advertisers” , concludes the CEO.
