PLANO DE NEGÓCIOS: Relevância da Mídia Out Of Home em Era Digital - Um Estudo de Viabilidade Técnico-Econômico para a implantação de Relógios Eletrônicos Digitais em Belo Horizonte

Abstract

This paper describes a Technical and Economic Feasibility Study (TEFS) for the implementation of digital clocks in Belo Horizonte. The objective of the TEFS is to explore the advertising potential of the panels integrated into these devices in public spaces. Historically, advertising has played a crucial role in market behavior, influencing decisions and shaping trends. Out of Home (OOH) media, in particular, has stood out as one of the most effective means to reach a broad audience in urban environments, delivering strong visual impact and engagement. In the current context, digital clocks offer a modern and effective solution for disseminating commercial messages and public information. The TEFS presented in this paper covers everything from the recommendation of strategic locations for the installation of urban furniture, the definition of the most suitable advertising formats, and a comprehensive analysis of the project's financial viability. Additionally, the study considers extra benefits, such as urban infrastructure improvement and the provision of real-time information to the population. The integration of advanced technology with efficient advertising solutions can even serve as a tool for promoting the city’s economic and social development. For the preparation of this paper, literature reviews on OOH media and technologies were conducted, along with research to detail the technical, economic, and operational aspects necessary for the implementation of these devices, including market analysis, cost evaluation, revenue projections, and the identification of strategic partners. With a comprehensive and well-founded approach, this paper contributes to the discussion on the exploration of new revenue sources through advertising. Furthermore, it also contributes to the modernization and dynamization of the urban space, benefiting both the commercial sector and citizens.