DailyDOOH

The greatest potentials are the fast food companies (menu boards) and corporate internal communications. These two segments can have a better evaluation of the digital signage short term benefits. We believe that this is particularly true in times of economic crisis, when media-based projects tend to be negatively impacted to a greater extent, due to the usual budget cut decisions regarding advertising.

Each county is establishing new legal requirements for digital signage operations in public transportation and this is delaying the process quite a bit. Besides, the investors are reviewing their budgets, considering the overall economic situation. As of now, digital signage on the outside of buses is not being considered by the advertising market. In regards to the subway, our expectations are very low at the moment.

Ya Mogu has a training program for the users of the software that we represent in South America and we do not foresee to expand to other countries in the short range.

Our primary activity at the moment is as ASP and content suppliers. We develop some specific content for our clients and also supply content acquired from third parties.

Sometimes I feel like running a nursery, considering that digital OOH is still in its infancy, in Brazil and in South America. On the other hand, this baby is growing fast and is getting bigger and bigger. There is no doubt that, in order to have a consistent growth, education is key in this process.

Rio’s government attitude towards out-of-home advertising might be similar to Sao Paulo’s, but with more flexibility. It has considered eliminating billboards but no action has been taken, and new regulations are being negotiated with advertising professionals. In Sao Paulo, billboards were a real problem and the city has different characteristics from Rio.

I believe that billboards could be eliminated in Rio, but I see no restrictions for digital signage. It is our understanding that DOOH has enough ground to grow in tourist sites (real ones, not virtual), and could promote other sites and provide important information for tourists, in general. For instance, you could have screens in the Sugar Loaf area advertising other interesting locations for tourists such as hotels, how to call a taxi, etc.

There is no doubt that some limits will be imposed for DOOH, primarily concerning visual/environmental pollution, and we support it. It is in the market’s hands to develop a self-regulation for the use of DOOH, in order to have government authorities’ support for it.

The Ya Mobile can be used for fun, in bars, restaurants, special events and others, as well as being a market research tool. It is in the early stages and is facing a constant development.

Globalization is a fact that nobody can ignore. There is a constant interchange of experiences and ideas, either through the Internet or travelling, mainly to digital signage expositions, seminars, and others.

There are several software developers here in Brazil, and it makes the competition even more interesting.

Brazil has almost 200 million inhabitants; has one of the top 10 economies in the world; has a solid banking system; and should grow about 2.5% this year – a good result considering the overall recession in the world’s economy. If you consider that the DOOH sector is in its infancy in the country, the opportunities for growth are fantastic.

Some of these companies are serious competitors, but some Brazilian companies, either with foreign software or proprietary, with a strong financial support, can face this competition with some advantage.

The higher flexibility of local and smaller companies allows the development of creative and affordable solutions. It really makes a difference.