OOH Is Top-of-Funnel, Not Performance: Rodolfo Araújo

Rodolfo Thomé Araújo, commercial director at MOVI, spoke with Bruno Gimenes on Marketing - The Podcast about the role of out-of-home (OOH) in brand building amid constant pressure for performance metrics in digital marketing. The full episode also covers other topics related to outdoor media and the advertising market.

For Araújo, the format's primary role is institutional branding and the beginning of the consumer journey, rather than immediate direct response. "The out-of-home medium, as we say, is top-of-funnel—it's not performance. Its primary job is brand building," he states.

In the video above, you can watch the full analysis on how to tailor messaging to different urban environments and daily out-of-home routines. Araújo notes that tools like programmatic buying allow for specific targeting without compromising the core purpose of the medium: "Of course, at the end of the day, everything is sales, the numbers have to add up, but you build that brand equity first."

Commenting on direct response tools in outdoor spaces, Araújo notes that mechanisms like QR codes work in specific cases, but they usually direct consumers to institutional channels before driving conversions. With format diversification, brands can tailor creatives for parks, retail media, and other touchpoints to maintain an ongoing dialogue with their audience across the customer journey.