Called “Rua.Africa”, the division will be led by Aga Porada, VP of Media, Data and Performance, and Fábio Palma, Chief Technology Officer of the agency.
The Africa agency created a new business division specializing in out-of-home media. Named “Rua.Africa”, the unit has proprietary OOH measurement tools, co-developed with players in the outdoor media and mobile data market, and has Aga Porada, VP of Media, Data and Performance, and Fábio Palma, Chief Technology Officer, as leaders.
It was structured, according to the agency, to deal with the growing demand and complexity of the OOH market, which increasingly requires more data, interactivity, new formats and the adoption of cutting-edge technologies.
The first action was for Brahma, a partner of many years, with a strategy launched in March. On that occasion, it used two tools, “Rua.Lifts”, which allows synchronization between OOH scripts and the firing of messages on mobile; and “Rua.Smalldata”, flow metrics and exposure to OOH points by mobile that offers measurements and attributions with qualitative and quantitative breakdown.
Combined, the resources made it possible to conduct a brandlift survey of unimpacted consumers. “This data is, in itself, a huge leap compared to the metrics that are normally reported, limited to the number of faces and the number of impacts, the latter being based on samples and not on real data on the movement of people”, he says. Aga Porada.
The agency is also using the OOH planning and purchasing platform for the script of a campaign for Azul, in a work that uses the same target audience aligned for the digital strategy as a basis – the exhibition is structured in the Meta Inc.
“The API integration of Meta Inc. of the platform allowed us to access exactly the same target that we are using in the digital campaign. This gives us more possibilities for granular planning in terms of the impact on each consumer, in addition to having better defined roles for each channel used”, explains Porada.
