Brazil's OoH leader, Eletromidia, expands into the South-East of the country, acquiring Urbana Mídia’s 1,300 bus shelters, boosting the company's reach in the city of Belo Horizonte by 45%.
OoH: Eletromidia Expands Footprint in Brazil
Eletromidia, one of Latin America’s largest out-of-home media companies, has acquired 100% of Urbana Mídia, Belo Horizonte’s leading bus-shelter media operator. The deal strengthens Eletromidia’s position in Brazil’s OoH landscape, which is also the country’s third-largest advertising market.
Urbana Mídia holds a long-term concession with the municipality of the south-eastern metropolis Belo Horizonte to install, maintain, and commercialize media across 1,300 bus shelters until 2041. The acquisition increases Eletromidia’s reach in the city by approximately 45%, connecting with an estimated 1.5 million people daily.
Earlier this year, Eletromidia also acquired the Brazilian assets of Clear Channel Outdoor for around R$80 million (US$14 million), marking Clear Channel’s exit from Latin America. Together, these acquisitions give Eletromidia an unmatched national footprint across multiple verticals, including airports, malls, street furniture, transit, and residential networks.
The Urbana Mídia deal further strengthens Eletromidia’s high-margin “street” vertical and allows the company to expand its “Abrigo Amigo” initiative that converta bus shelters into safety hubs to Belo Horizonte. Another of Eletromidia’s goals will be to improve targeting across the existing digital network.
