On the roads, outdoor high-tech unites Eletromidia, Motiva and EcoRodovias
The largest highway concessionaires in the country have joined the largest media group in search of a new revenue generation avenue. Eletromidia – the out-of-home media giant controlled by Globo – Motiva and EcoRodovias announced a joint venture to explore the roadside advertising market.
Eletromidia, Motiva, and EcoRodovias have announced a joint venture to explore the roadside advertising market in Brazil. The partnership will start in São Paulo, where a new law and regulation allow state highway operators to earn revenue from ads on their properties. The companies plan to introduce more technological versions of traditional billboards, aiming to create a marketplace that will also serve small and medium-sized advertisers.
Eletromidia will hold 51% of the new company, while Motiva and EcoRodovias will each hold 24.5%, and the deal is pending approval from the Cade. The goal is to reach over 200 advertising points by the end of 2027, starting with major highways in São Paulo that have a daily traffic of over 4 million vehicles.
Written by urgent.news from Brazil Journal's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
