Considered an alternative medium until recently, the out-of-home media is currently an important part of planning in Brazilian agencies especially due to the diversity of formats and the ability to focus in a particular regions of the country.
The media professionals in Brazil believe that there are many advantages of billboards and out-of-home media costs – the investment in this medium is cheaper if we compare it with another offline ways to communicate. The opportunities to introduce the message and the replacement of these is fairly quick and easy. Other than that, out-of-home media can be used on a national scale, in a specific city or neighborhood, and this allows us to segment the message. A research conducted by Datafolha showed that the billboards have an excellent reminder indication. It’s also possible to use a lot of creativity and the impacted target audience may be impressed with the message that the advertiser wants to convey.
On the contrary, some professionals don’t agree with out-of-home in all media plans. They claim that in some cities in Brazil billboards are not allowed – in Sao Paulo, for example, this kind of medium is forbidden since 2007. The government believed that publicity in the streets can be adverse and tiring for the population.
Out-of-home companies are trying to increase the possibilities and places to advertise. Mainly in the regional capitals we can see new ways of communication in airports, shopping malls, gyms, elevators, bakeries, pubs and public transportation (such as: in metros, trains and buses it is normal to have a screen with special advertisements for the consumers).
While on the topic, digital out-of-home is increasingly strong in Brazil when considering the laws and impediments against billboards in the streets. In the main cities they are constantly testing interactive promotional campaigns at bus stops and indoor locations, such as beauty salons, bars and gyms. It is has been estimated by the largest company of digital out-of-home advertising in Brazil that these screens impact more than 14 million people per week.
Below, you will find some of the costs to advertise in the metro and busses in some specific cities in Brazil.
For out-of-home information in Brazil, click here (In Portuguese)
For out-of-home media types and examples in Brazil, click here (In Portuguese)
ZIGT Media Agency