Why OOH Became Brazil's Third-Largest Ad Medium

Rodolfo Thomé Araújo, commercial director at MOVI, spoke with Bruno Gimenes on Marketing - The Podcast about the factors that consolidated Out of Home (OOH) media as the third-largest ad spend channel in Brazil. According to Araújo, the industry's expansion reflects a combination of post-pandemic public behavior, increased professionalization among outdoor media companies, and the integration of data intelligence into campaign delivery.

In the video above, part of a broader episode on the outdoor media ecosystem and sales, Araújo explains that the desire for in-person social connection accelerated the relevance of urban touchpoints. In his view, the format has gained structural relevance in major advertisers' planning: "often it isn't even the third medium; in some brands' strategies, it is the primary medium." Araújo notes that while television retains an important social role for regional reach across a continental country, OOH has become essential for driving brand awareness across major capitals.

The integration between physical screens and digital environments has also expanded reach and enabled cross-channel campaigns. Araújo emphasizes that increased investment in outdoor media assets coincided with a mindset shift across the industry: "brands began to realize that brand building is just as crucial as performance." According to Araújo, this balance between brand awareness and conversion has steadily increased the share of advertising spend directed toward OOH.