Association shares key insights from the North American outdoor media market, in addition to capturing insights from the IBOUSA association conference
Central de Outdoor, the largest outdoor media association in Brazil and one of the five largest in the world, promoted a Business Mission for its members this October in the United States. The delegation brought valuable insights into the North American market, obtained directly from the country’s main outdoor media companies, and participated in the OOH conference organized by Independent Billboard Operators (IBOUSA), in Fort Worth, Texas, at the beginning of the month. Central de Outdoor was represented by a Brazilian group made up of 10 associated companies.
During the immersion in the main OOH companies in the USA, business models, performance metrics and customer relationship strategies that reinforce partnerships in the US$9 billion sector in the country were discussed. The information was obtained in New York directly from renowned companies, such as Orange Barrel, Outfront and New Tradition, which are global references in outdoor media.
“Our idea was to put together an agenda that we could learn from the biggest players in the market to understand how the North American industry has developed. Each meeting had its own agenda, such as the history of each company, the digitalization process and programmatic so that we could understand how each one works. Programmatic media still does not represent 10% of these exhibitors’ revenues”, says Leonardo Pereira, director of Central de Outdoor and Action OOH.
Leonardo Pereira also comments on some of the characteristics of the North American players that most caught his attention. “The three companies we visited, Orange Barrel, Outfront and New Tradition, are protagonists in the American market. While Outfront is concerned with having a large scale, Orange Barrel and New Tradition focus on product differentiation with panels in iconic formats, both digital and static. Orange Barrel, for example, is connected to art and sports, with special projects linked to these themes. Despite companies operating differently, the market works with standardized metrics.”
In addition to the standardization of metrics, the president of Central de Outdoor, Halisson Pontarolla, highlights market regulation and also the use of a media buying platform, such as ECOSS OOH, in Brazil. In the USA, Speedway is one of the most used tools and has around 125 thousand faces in its inventory, which is largely made up of classic formats. “Just like in the USA, Brazil is in an advanced process of digitalization in relation to other countries, a reason to be celebrated. One of the main highlights of our country is in relation to the classic and static reaching the entire country. And that is what makes us giants in the foreign media scene, the fastest growing media in Brazil”.
IBOUSA Congress
The Business Mission also included the participation of Central de Outdoor in the congress of the North American OOH media association, IBOUSA. The 2024 Fall IBO Conference hosted knowledge exchanges between different countries, through speakers and panels that highlighted all sides of the social media industry. The event brought together operators, suppliers, consultants and advertisers who meet to share knowledge about sales, management, design, services, data and technology from around the world.
“During the days of the congress, we were able to observe the opportunities they have to carry out electoral campaigns using OOH, in addition to the feasibility of having specialized services, such as law firms or mergers and acquisitions (M&A) to support the sector”, says Leonardo Pereira .
Halisson Pontarolla, president of Central de Outdoor, highlights the importance of carrying out this type of mission with members. “Participating in this type of experience is an opportunity for us to exchange knowledge with our professional colleagues, develop new ideas and exchange experiences.”
Central de Outdoor was present with a Brazilian delegation, with 10 associated companies. They were: Halisson Pontarolla, from OutdoorMidia; Luiz Fernando Oliveira, from Imagem Outdoor; Lincoln Silveira and Lucas Silveira, from Unidosor; Leandro Formigone, from Amplilume Panels; Gilberto Kicheleski, from Lineart HP Comunicação Visual; Gabriela Kostrzevicz, from Localize Panels; Valério Junkes, from VêMais; Túlio Guimarães, from Rota Mídia OOH; Guilherme Meyer, from Vex Panels; and Leonardo Pereira, from Action OOH.
