Grupo EP Acquires Full Control of Eletromidia's Ribeirão Preto Operations
Grupo EP has announced the complete acquisition of Eletromidia's franchise operations in Ribeirão Preto, São Paulo. Eletromidia is recognized as a leader in the out-of-home (OOH) advertising sector in Brazil. This OOH advertising model utilizes panels and screens in high-traffic areas such as public transport, shopping malls, elevators, and gyms to display advertisements. The acquisition aims to expand the reach of messages by integrating content, brands, and advertising into people's daily commutes and routines. Pedro Coutinho Nogueira, a manager at Eletromidia and coordinator of new business at Grupo EP, emphasized the strategy to be present across diverse advertising solutions, reaching people wherever they are outside their homes. The integration of technology and connectivity is expected to enhance interaction by merging advertising with practical services for local residents. Ribeirão Preto's mayor, Ricardo Silva, highlighted the trend of modern governments collaborating with private partners for public space improvements, such as bus stop maintenance and avenue beautification, alongside advertising opportunities. Eletromidia, founded in 1993, became part of Grupo Globo in 2024 and is a market leader. Grupo EP already holds a 60% stake in Eletromidia's Campinas operations, acquired in December 2025.
This acquisition signifies a strategic move by Grupo EP to consolidate its presence in the burgeoning out-of-home advertising market, particularly in key Brazilian urban centers like Ribeirão Preto. By securing full control of Eletromidia's operations, Grupo EP can likely pursue more integrated strategies for content delivery and advertising monetization, potentially leveraging technological advancements for enhanced audience engagement. The mayor's comments suggest a growing trend of public-private partnerships in urban infrastructure, where advertising revenue could subsidize public amenities. Looking ahead, the increasing digitization of public spaces and the proliferation of connected devices present significant opportunities for OOH media companies. However, Grupo EP will need to navigate evolving data privacy regulations and demonstrate tangible value beyond mere advertisement placement to maintain long-term relevance and competitive advantage in this dynamic sector.
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