DOOH company explores 800 POSs with 1,600 screens that display branded content by Johnny Walker, O Boticário, Loft and Globoplay
The territory of out-of-home media has grown with digital. And this established relevance in the POSs, some of them with exclusive, segmented programming and services to brands. In the case of B.drops, founded in Curitiba in 2014 by the brothers Felipe and Frederico Viante, observing the trend of advertising placement in an indoor environment was the key to the company’s transformation. They identified beauty salons as an opportunity to implement an inventory of 1,600 monitors in 800 beauty salons, of which 100 are for men.
The differential to attract brands like Vivo, Globoplay, O Boticário, Natura L’Oréal, Vivo, Johnny Walker, Pão de Açúcar, Arezzo, Netflix and Wella, for example, is the waiting time of consumers, on average 1h30. Permanence grows when other services are added. “There are clients who stay up to four hours in the salon”, summarizes Felipe, who worked at Accenture, lived in Spain and has Fred, who comes from the logistics sector, as a partner.
B.drops comes with proprietary content produced by its team of more than 100 designers and journalists to provide entertainment that takes up the waiting time, but at which the woman is free from family and professional commitments. “It’s a forced wait and the only distraction is through our screens. There are 1.4 million people who watch the program up to nine times. The volume of impacts is 12 million”, says Felipe.
The beauty salons, some with up to 15 canvases, as is the case with MG Hair, by Marco Antonio de Biaggi, are close to their clientele in common. “This leverages geolocation targeting. It’s no use advertising in a place like Pinheiros or Copacabana if the person lives in Campinas or Petrópolis. This works well for construction companies and supermarkets. We have our own software that works with the longitude and latitude of the inventory in line with Google Maps”, explains Felipe, with plans to expand to 10,000 salons and 20,000 screens by 2025. “In Brazil there are 600,000 salons with CNPJ. It is an excellent opportunity”, he points out.
The commercial area is headed by Renato Mascarenhas, a new partner at B.drops. In addition to approaching clients and agencies, programmatic is part of the repertoire to generate revenue. “It was easy to analyze the performance of campaigns. The purchase is online via Google DV 360 from Google Ads”, concludes Felipe, remembering that the edition of BPink, related to October Rosa, is confirmed. 400 salons participate with donations of 530 kilos of hair, which generated 1,200 wigs.
