The Future of Out-of-Home and DOOH Media in Brazil
Luís Felipe Loli, CCO at We OOH, discusses data, programmatic OOH, retail media, and urban expansion across the sector.
In a discussion on Marketing - The Podcast, Luís Felipe Loli breaks down the rapid expansion of out-of-home media across Brazil. The overview explores everything from asset digitization and programmatic buying to urban renewal projects and emerging formats.
Luís Felipe Loli, CCO at We OOH, discussed the future of digital out-of-home (DOOH) advertising in Brazil during a conversation with Bruno Gimenes on Marketing - The Podcast. Throughout the interview, Loli analyzed the professionalization of the medium, the digitization of advertising assets, the rise of programmatic buying, and the critical need for unified metrics across the advertising industry.
Data Structuring and Research in the OOH Market
When it comes to building data intelligence, Loli explains that data capture in the industry must be an ongoing flow, combining proprietary inventory with geolocation data and market analytics. According to him, one-off research is reserved for custom demands and special projects. "We operate continuously rather than in waves. We combine primary data from our own inventory, secondary data from Geofusion and other platforms, and third-party market intelligence," Loli notes.
Programmatic DOOH (pDOOH) Integration and Street-Level Impact
The convergence of automated buying and digital physical screens has transformed DOOH into a vital revenue stream capturing digital budgets. Loli shares that this operation was structured in late 2023 and is already projected to account for a significant share of the company's revenue. Beyond technology, the commercial strength of the medium rests on its real-world reach and high-visibility locations: "You are the only medium that accompanies the entire consumer journey. For apartment dwellers, you enter a residential building and see a screen in the elevator. Get in your car, and you pass a digital clock, a billboard, or a large-format display."
Regional Expansion Strategy and New Markets
Expanding into inland markets and consolidating a presence across state capitals requires balancing geographic spread with high-impact formats. Loli details the network's expansion plans across cities such as Belo Horizonte, Rio de Janeiro, Goiânia, Recife, and Salvador. He emphasizes that direct capital investment demands rigorous feasibility studies: "Beyond positioning, you need capillarity and coverage to be bought by media planners and to deliver a compelling sales pitch."
AI Adoption and Sales Prospecting
The implementation of AI in out-of-home operations has focused on mapping and qualifying lead databases—particularly on LinkedIn—while accelerating outreach to marketing executives. Loli emphasizes that the pace of technology demands continuous tool testing to bring sales teams closer to brand decision-makers.
Market Share Growth and OOH Digitization
OOH's ascent to becoming Brazil's third-largest advertising medium is fueled by declining LED display costs and demand for formats aligned with urban mobility. Loli projects continued market share gains in the coming years: "I believe growth is driven by digitization. If you look at digital screens on streets prior to the pandemic, there were a few good companies, but very few overall. We have seen a massive digitization boom since 2021."
Mobile Formats and Motorcycle Top-Box Advertising
While two-wheeler displays and mobile fleets gain traction to complement the consumer journey where traditional street furniture is absent, We OOH remains focused on its four core verticals. Loli states: "Today, we concentrate on four primary verticals: iconic large formats, billboards—primarily 3x6 displays—newsstands, and street clocks."
Creativity and Special Projects in Out-of-Home
The conversation around creative differentiation highlights the need to balance spectacular activations—such as Fake OOH (FOOH)—with clear, direct messaging. For Loli, modern advertising often overcomplicates campaigns: "I feel the industry sometimes loses touch with what advertising is truly about. Everyone tries so hard to reinvent the wheel, but simplicity is elegant. Today, less is definitely more."
São Paulo's Times Square and Urban Renewal
Large-scale digital panels play a regenerative role in revitalizing distressed urban centers by improving lighting, safety, and public foot traffic, as seen in Boulevard São João in downtown São Paulo, as well as in Brasília and Curitiba. Discussing the downtown São Paulo initiative, Loli explains: "People realized this isn't just media; it's regenerative media that brings much-needed life back to the city center."
Regional Partners, Inventory Management, and Retail Media Bets
Operating across 35 markets relies on partnerships with regional operators who understand local nuances, paired with strict programmatic inventory management that reserves buffer margins for slot delivery. Simultaneously, the group is placing a major bet on retail media: "The next frontier for OOH is what everyone is discussing: retail media. We already established a retail division within the group that is in its early stages, and we are nurturing its growth," Loli explains.
Measurement Challenges and the Role of OOH Associations
Establishing standardized audience and impact metrics depends on alignment between trade associations like ABOOH and Central do Outdoor. Loli argues that unified metrics are essential for giving major advertisers confidence and preventing fragmented methodologies across different industry players.
Talent Development and Emerging Market Opportunities
Evaluating professional training across sales and media planning, Loli emphasizes the value of educational programs that bridge students and corporate settings. In his view, democratizing access to high-caliber training addresses a long-standing shortage in the Brazilian market for talent skilled in strategically managing the modern communications ecosystem.