Business
Scaling OOH: Regional and Global Campaign Challenges
Rodolfo Thomé Araújo breaks down dedicated agency teams and the complexities of outdoor media buys in Brazil and abroad.
The expansion of out-of-home media has led agencies to build dedicated units and partner with technical specialists for regional and global buys. On Marketing - The Podcast, Rodolfo Thomé Araújo discusses the operational and regulatory demands of the industry.
The maturation of out-of-home (OOH) advertising in Brazil has reshaped how agencies and advertisers structure their outdoor media operations. In a conversation with Bruno Gimenes on Marketing - The Podcast, Rodolfo Thomé Araújo, Commercial Director at MOVI, discussed how major advertising groups have begun establishing dedicated in-house units or partnering with specialized firms to navigate the industry's technical and regional complexity. The full episode also explores other topics related to the advertising market and commercial dynamics.
In the video above, Araújo explains that the consolidation of major global and national players in the Brazilian market has brought greater weight and professionalism to the sector. This transformation fueled the need for technical expertise: "Agencies today understand that major global companies operate in Brazil; the largest player in the world is present across several Brazilian state capitals. You also have a company that is now part of the Grupo Globo conglomerate. This brings clout, relevance, and professionalism. Agencies have recognized this, understanding that they need specialized units and support from expert partners," he points out.
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Geographic Complexity and Local Buying Intelligence
Planning an outdoor media campaign in Brazil presents significant geographic hurdles. According to Araújo, the divide between executing a campaign in major metropolitan hubs and coordinating media buys in regional markets requires in-depth knowledge of local inventory. He highlights the stark contrast in media planning requests: "I was working on a brief for Times Square. An hour later, I received a brief for 20 cities, and one of them was Ji-Paraná, in Rondônia. How do you formulate a strategy for Rondônia? How does local buying actually happen?" he asks.
According to Araújo, the country's continental scale prevents agencies from applying one-size-fits-all formulas to media plans. Agencies require data intelligence and structured partnerships to map consumer journeys and pinpoint relevant touchpoints in each municipality.
Operational and Regulatory Challenges Abroad
When OOH operations cross national borders, regulatory and cultural variables emerge that demand creative adaptation. MOVI operates across more than 800 cities in Brazil and roughly 80 countries worldwide, exposing the company to diverse commercial models in markets such as Mexico, Costa Rica, and Buenos Aires.
Beyond procurement models, local regulations dictate ad formatting. "You have local laws that you must understand. Will a creative asset from Brazil run smoothly abroad, or can it even run in another country? Are animations allowed? Does a digital screen require static imagery? All of this has to be considered," says Araújo, emphasizing the need for granular planning and market intelligence when rolling out international campaigns.
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