In addition to new panels, the company is preparing to launch its own app, “Bus-Fi”, scheduled for this semester.
With six months in the market, RZK Digital celebrates the reception it has obtained in the out of home (DOOH) digital media market and is preparing to expand, both in terms of screen numbers and regions, with promises to enter new spaces in the city of São Paulo. Paulo and in other capitals of the country. The company operates 200 panels at bus terminals in the city, connected with metro stations on the Blue and Red lines.
According to Paulo Cesar Queiroz, head of operations, the path to achieving results in a short period of time involved a long eight-month homework work before the launch. They sought to understand where the digital out of home market was heading, business models and the global technology platforms they could count on and the main needs of potential customers: internet ecosystem for comparisons in negotiations, flexibility and metrics.
“We weren’t creating a ‘real estate’ company. [mercado imobiliário], which buys land to place canvases, rents spaces or enters concessions to place canvases. We were in the business of creating data intelligence that would serve advertising through out-of-home screens, as our company is a derivative of a concession company,” he says.
The structure designed brings together technological solutions, such as sensors from the French company Quivid for anonymously measuring the number of people; the content management system for media broadcast on digital out-of-home networks by Broadsign, and the processing of information from companies in the São Paulo transport system, among other software, to deliver what they consider the future of out-of-home, which is the power to foster contextual marketing actions in a world where cookies are on the way out. “We managed to have an advertising technology that is compatible with current and future industry standards and, in a way, designed to advance the national digital out of home”, highlights Yuri Berezovoy, head of ad tech at RZK Digital.
According to José Delgado, commercial director of Broadsign for Latin America, this type of initiative is still uncommon in the region, where the OOH market is centered on more traditional and outdated proposals, compared to more mature markets, such as the United States and the Europe. “Companies that not only measure, but also understand data and people will start to position themselves as leaders because they will be able to present differentiated value to brands”.
For executives, the wealth of data offered by the ecosystem and the flexibility of the platform, with models that can be traded for specific hours, day, weather and other indicators, type of audience and cost per thousand, caught the attention of brands. “The main effect was the visual synchrony of the screens, with all the same advertising. Then, the enchantment of media professionals to see all these sensors measuring the flow of people”, says Queiroz.
Versatility also includes targeting which terminals a particular part will be displayed on. “The possibilities are many and, above all, they give the out of home another life”, defends the executive. One of the clients, Monster Dog, campaigns the stores in road spaces where it is present and places institutional action where it still does not have unity. McDonald’s, with the Méquizices initiative, which brings together several artists, decided to divide the pieces between different points; and Santander adopted a separation of advertisements according to the time of day.
The model, according to professionals, proved promising from the start, generating a result “far beyond any perspective” in the first month, with an amount sufficient to cover the company’s nine-month operating cost.
In addition, they received authorization from shareholders to double the number
of screens by April and triple by the end of the year. As there is a whole process for the purchase of screens, installation and connection, Queiroz estimates that they should end the year with 421 panels, which means doubling the number of screens and tripling the number of audiences, according to internal calculations, which today revolve around 2.3 million potential reach per day.
In addition to the new panels, the company is preparing to launch its own app, “Bus-Fi”, scheduled for this semester. According to Queiroz, the objective is to strengthen the user experience, offer more convenience and create a complementary relationship between the screens, the panels and the smartphones.
The app must work only on bus platforms, have information on bus routes and also present offers of products and services available in stores in the terminals, managed by RZK Concessões, sister of RZK Digital. There are, for example, O Boticário, McDonald’s, Monster Dog and Espaçolaser.
