Business
How Remote Work Changed Media Touchpoints
Rodolfo Thomé Araújo breaks down how flexible remote routines demand new brand strategies and tailored creatives.
Flexible work routines have disrupted linear media consumption and traditional daily commutes. In an interview on Marketing - The Podcast, Rodolfo Thomé Araújo explains how brands are adapting strategies to engage audiences between their homes, residential elevators, and local neighborhood services.
The widespread adoption of hybrid and remote work models has reshaped professional routines and, as a result, how advertising reaches consumers throughout the day. Rodolfo Thomé Araújo, Commercial Director at MOVI, discussed the impact of this shift on media touchpoints during a conversation with Bruno Gimenes on Marketing - The Podcast, in an episode excerpt focusing on out-of-home media and urban consumer behavior.
With fewer mandatory daily commutes to downtown offices, the traditional morning and evening transit windows no longer capture all of an audience's attention. According to Araújo, decentralizing work requires brands to understand a daily routine that no longer revolves around rigid peak traffic hours.
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Breaking Linearity in the Consumer Journey
The shift toward home and flexible work environments has transformed both when and where consumers are receptive to brand messaging. According to Araújo, advertising must adapt to this fragmented movement rather than relying strictly on standard rush-hour transit flows.
"Consumer journeys aren't linear anymore, right? Today, we can get so much done from anywhere," Araújo explains, highlighting how flexibility allows for more contextual conversations with audiences. In his view, remote workers take breaks to visit local neighborhood spots at varied times throughout the day.
Residential Screens and Neighborhood Services
This behavioral shift creates opportunities for new media touchpoints, such as screens in residential elevators, gyms, and neighborhood businesses. Brand communication now demands tailored messaging for distinct moments of the day, reflecting how consumers move locally on flexible schedules.
"You're at home, you don't need to go to the office—how do I talk to this audience in the elevator at home? Then, after working, they leave the elevator and head to the gym. Do I need the same creative? Later, during flexible hours when they would typically be commuting at 6 p.m., they're home and can easily stop by the local barbershop," Araújo notes.
To watch the full discussion on urban audience behavior, data, and the modern media ecosystem, check out the video above on Marketing - The Podcast.
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