Business
What OOH Teaches Us About Marketing, Data, and Behavior
Rodolfo Araújo analyzes the evolution of out-of-home media, the role of programmatic buying, and contextual intelligence.
Rodolfo Araújo, Commercial Director at Move, examines recent shifts in out-of-home advertising and how urban mobility impacts consumer behavior. The conversation details the transition from traditional screen buying to audience-targeted DOOH, alongside creative and measurement challenges across the sector.
Rodolfo Araújo, Commercial Director at Move, spoke with Bruno Gimenes on Marketing - The Podcast to discuss how the convergence of data, technology, and urban mobility has reshaped out-of-home (OOH) advertising in Brazil. Throughout the episode, Araújo covers everything from out-of-home media fundamentals and programmatic audience targeting to essential behavioral skills for sales careers.
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Rodolfo Araújo's career journey in the advertising industry
With 27 years of experience in advertising, Araújo began his career in the southern zone of São Paulo, spending over a decade at research institutes before transitioning into media planning, commercial strategy, and sales at major industry companies. Late last year, he took on the commercial leadership at Move to merge his two decades of OOH expertise with the digital landscape. "The challenge is delivering the best solutions for agencies and advertisers to connect with their audience while providing brand context," Araújo explains.
The post-pandemic resurgence and relevance of OOH
The return of urban foot traffic after lockdowns accelerated the desire for real-world social interaction and altered daily commuting patterns. For Araújo, the decline of strictly direct home-to-work commutes forced brands to rethink street-level campaigns. "Journeys are no longer linear," Araújo explains, noting that advertisers now view out-of-home as a strategic storytelling channel rather than merely adapting creative assets built for other media formats.
Branding vs. performance: brand building in OOH
While interactive elements like QR codes are common, the primary role of out-of-home media remains institutional storytelling and lifestyle alignment. Araújo notes that physical media operates predominantly at the top of the sales funnel. "At its core, it is about brand building," Araújo states, emphasizing that institutional visibility lays the foundation for digital or physical retail conversions.
The impact of remote work on routines and media touchpoints
The widespread adoption of hybrid work schedules and flexible hours has enabled brands to connect with consumers across varied daily routines, from residential elevators to gyms and barbershops. According to Araújo, this decentralized routine makes it possible to craft tailored communication strategies for every stage of the day, matching modern mobility habits.
Generational insights and fine-tuning advertising messages
Engaging audiences across Generation Z, millennials, and Generation Alpha requires constant calibration of creative messaging and product positioning. Araújo observes that the wealth of data in today's market broadens targeting opportunities but demands precision: "Brands today face the challenge of creating tailored content for these diverse generations."
OOH as Brazil's third-largest advertising medium
Increased professionalism among media operators and heavy investment in digital inventory have propelled the growth of the OOH sector across the country. While television still commands broad national reach, Araújo points out that in state capitals and major metropolitan areas, out-of-home plays a defining role. "Often, it shifts from being the third medium to the primary medium," Araújo notes, highlighting the synergy between physical digital screens and online channels.
Data evolution and the challenge of unified metrics in outdoor media
The adoption of mobile location data and geofencing has introduced greater intelligence to outdoor advertising, yet the absence of a standardized metric audited by an independent body—similar to television or digital media—remains a hurdle. Araújo highlights that unique urban infrastructures across cities and strict compliance with Brazil's General Data Protection Law (LGPD) prevent identical measurement granularity to online environments.
OOH formats and the consumer journey to the point of sale
The deployment of large-format billboards or street furniture varies according to local municipal regulations, such as São Paulo's Clean City Law enacted in 2006. Across different regional markets, combining digital clocks, bus shelters, and digital screens allows brands to track the consumer journey straight to the point of sale at the final leg of their route.
Programmatic DOOH: targeting intelligence and CPM comparisons
Programmatic buying on digital out-of-home screens enables brands to schedule media by specific timeframes, environmental context, and audience dwell time, moving beyond continuous 24/7 static loops. Araújo explains that while programmatic CPMs may appear higher on paper than traditional buying, qualified audience targeting offsets the cost: "If you understand the context and delivery programmatic offers, it is often no more expensive than traditional buying."
Creative differences between social media and street-level screens
Creative assets designed for mobile screens rarely perform well when placed directly outdoors, where dwell times last only a few seconds and natural lighting affects visibility. Araújo advises using concise messaging, high visual contrast, and clear typography. "You need a prominent call to action," Araújo emphasizes, warning that text-heavy layouts lose readability on fast-moving transit routes.
Regional campaign measurement and localization challenges
Evaluating regional campaign performance requires cross-referencing mobile data or running custom research across indoor venues and public thoroughfares. Araújo points out that measurement complexity stems from a lack of off-the-shelf universal tools, requiring bespoke research studies tailored to individual campaign objectives.
Agency specialization and international OOH execution
Major advertising agencies have built dedicated out-of-home units to manage briefs ranging from global capitals to regional municipalities. Move manages campaigns across roughly 80 countries and hundreds of Brazilian cities, tailoring delivery to local municipal regulations and specific media inventory constraints.
Soft skills and behavioral competencies in the advertising sector
In a fast-paced industry with high operational demands, interpersonal skills are decisive factors when hiring new talent. While software proficiency and data fluency can be taught on the job, Araújo looks for commitment, intellectual curiosity, and resilience when handling operational challenges.
The evolution of sales roles and active listening
Sales approaches focused on one-sided product pitches have given way to consultative discovery, aimed at uncovering the core pain points of clients and end consumers. Araújo argues that active listening and strategic clarity are indispensable for planning impactful media schedules.
Handling rejection and building resilience in commercial careers
Facing rejection is part of daily life in both hiring processes and complex commercial negotiations. Drawing parallels to sports, Araújo emphasizes that resilience helps professionals identify the right moment to reposition proposals: "Dealing with 'no' is part of the job; coming back to soft skills, you must stay resilient."
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