OOH Ad Formats and the Journey to the Point of Sale

The application of out-of-home (OOH) media along the consumer journey varies according to the urban landscape and municipal regulations. In a conversation with Bruno Gimenes on Marketing - The Podcast, Rodolfo Thomé Araújo, commercial director at MOVI, detailed how brands structure touchpoints ranging from busy avenues to retail entryways, as part of a broader industry discussion.

In the video above, Araújo analyzes the role of large formats and the need for local adaptation: "when we talk about large formats, they deliver a massive impact within a campaign. But again, you face distinct realities in every city." He cites São Paulo as a direct example of these regulatory nuances: "In São Paulo, because of the Clean City Law in 2006, we cannot have large formats. We can only have street furniture, which in São Paulo consists of street clocks and bus shelters."

In other state capitals and metropolitan areas where large structures are permitted, messaging takes on different visual compositions to cover what the industry defines as the last mile. According to Araújo, agencies and advertisers rely on data intelligence to orchestrate this delivery: "you can build this out in other ways leading up to the point of sale, which we call the last mile." The goal is to design an accurate exposure roadmap that accompanies consumers from their urban commute to the moment of their purchasing decision.