Why OOH Became a Strategic Medium Post-Pandemic

Out of Home (OOH) media has undergone structural transformations to cement its relevance in communication planning. In a conversation with Bruno Gimenes on Marketing - The Podcast, Rodolfo Thomé Araújo, commercial director at MOVI, analyzed the sector's evolution following two historic downturns: the implementation of the Clean City Law in São Paulo in 2006 and the mobility restrictions imposed during the COVID-19 pandemic. According to Araújo, the post-pandemic period sparked a strong public desire for social connection in public spaces, capturing advertisers' attention and investment.

In the video above, which is part of a broader episode on the outdoor media ecosystem and urban behavior, Araújo explains that the return to the streets did not replicate pre-pandemic habits. Daily commuting patterns are no longer strictly linear. As he puts it, "we moved away from that commuter routine, going from home to work and work to home. Journeys are no longer linear." The widespread use of connected devices has allowed people to multitask throughout the day and take routes with multiple destinations.

This fragmentation of daily routines required brands to shift their creative and strategic approach across urban touchpoints. Instead of simply repurposing assets designed for other channels, creating messages tailored specifically to the street context became essential. Araújo emphasizes the importance of "not simply—as we often joke—adapting creatives from another medium to Out of Home. How do I contextualize for this audience? How do I talk to this audience? A more fragmented audience, an increasingly younger audience."

As a result, outdoor advertising moved away from the peripheral role it historically played in agency and advertiser media plans. Araújo highlights that the channel now delivers measurable commercial efficiency: "I see brands looking at the channel as a strategic medium, not as what it was many years ago—the last line of the media plan. Why? Because today it delivers results, connects with multiple audiences, and at the end of the day, drives sales."