How We OOH Plans Its Regional Expansion Across Brazil
The strategy behind entering key markets like Belo Horizonte, Rio de Janeiro, and Salvador using equity capital.
We OOH's regional expansion strategy focuses on coverage and iconic formats across key Brazilian markets. In an interview on Marketing - The Podcast, company leaders detail rollout plans for major state capitals including Belo Horizonte, Rio de Janeiro, Recife, and Salvador.
Expanding a digital out-of-home network in Brazil requires a delicate balance between market reach, coverage for media buyers, and disciplined resource allocation. In a conversation with Bruno Gimenes on Marketing - The Podcast, Luís Felipe Loli Argello, CCO of We OOH, detailed the criteria and markets guiding the company's regional expansion.
In the video above, Argello explains how market research guided their choice of new territories following significant asset rollouts in 2023 and 2024. The full podcast episode also explores broader trends in Brazil's out-of-home advertising industry.
Presence in State Capitals and Strategic Formats
After expanding operations with street clocks in Brasília and digital newsstands in Rio de Janeiro between 2023 and 2024, We OOH mapped out a plan to consolidate strategic markets. In Belo Horizonte, the company launched operations with 8 active newsstands and aims to reach 30 units and an iconic billboard by the end of the year. The presence in Minas Gerais is designed to deliver both reach and commercial consistency.
In Rio de Janeiro, where it operates a digital newsstand network, the company is advancing approvals for its first building wrap in the city. According to Argello, the asset is crucial to the brand's positioning: "We are finalizing approvals for our first building wrap in Rio de Janeiro, as large formats are a trademark of our identity. It was truly essential for us there."
Regional Consolidation and Financial Discipline
The expansion plan covers additional state capitals with specifically mapped demand. In Recife, the network is deploying 6 digital panels. In Salvador, following the performance of its first rooftop display, a feasibility study confirmed the development of a second structure in the same format.
The entire expansion is self-funded, requiring strict vetting for every location to prevent oversupply. "We need to be very deliberate about where we deploy this capital since it's our own equity, allowing us to generate returns and unlock even more prime OOH markets," Argello notes regarding the cycle, which is scheduled for completion within 36 months.