OOH media guarantees the visibility of brands that sponsor city spaces

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OOH media is a powerful tool for activating event sponsorships as it offers broad and impactful visibility

Out-of-home (OOH) media rediscovered city streets after the Covid-19 pandemic. Today, it is among the three media that receive the most investment. “We learned during the pandemic that there is no substitute for real life”, reflects Fabi Soriano, executive director of Central de Outdoor.

Today, the sector represents 10.8% of the advertising pie, behind open TV (39.6%) and internet (38.2%), with a turnover of R$2.539 billion in 2023, according to a Cenp-Meios report.

The value jumped from R$1.2 billion in 2020 to R$2.160 billion in 2022. For Kantar Ibope Media, OOH is already the second most consumed medium in the country, impacting 89% of the population regularly, behind the internet.

French company JCDecaux, which impacts 850 million people daily around the world, activated Vivo’s sponsorship of Lollapalooza at São Paulo’s Sé Metro Station (Disclosure)

The expectation is to grow 16.5% in 2024, an estimate driven by digitalization, programmatic media and data integration. Globally, Brazil represents 4.2% of the OOH share. By 2025, the country should overtake Mexico as the sector leader in Latin America, according to data from consultancy PwC Global Entertainment & Media and XP Research. “The forecast is to double in size over the next five years, reaching 20% market share”, indicates Felipe Davis, CEO of OOH Brasil.

By cutting people off, OOH becomes a faithful companion for brands on their journey outside the home. Announcing sponsorships is one of its main strengths. Many companies close million-dollar contracts at the World Cup and Olympic Games, in addition to the Rock in Rio, Lollapalooza and The Town music festivals, but they don’t know how to activate them, wasting investments.

“OOH media is a powerful tool for activating event sponsorships, as it offers broad and impactful visibility”, guarantees Leonardo Chebly, CEO of Neooh, who uses the company’s coverage in airports, parks, bus terminals and shopping malls to expand reach and the effectiveness of communication
sponsors, maximizing the brand’s link with the event and the general public.

Read the full article in the May 20, 2024 edition