OOH Summit Brasil in São Paulo: Central de Outdoor announces convention in 2026
Next year, the Central de Outdoor National Convention will become the OOH Summit Brasil and will be held in the capital of São Paulo; In the 34th edition, Alex Sandro dos Santos, from BH Mídia, received the “Friend of Central” award
The largest and most important meeting of the OOH media market in the country has been renamed and will be held in São Paulo. From 2026, the National Convention of the Central de Outdoor will be called OOH Summit Brasil and will be held in the capital of São Paulo. The 35th edition will take place from March 18 to 20 next year and the change reinforces the growth and strategic importance of outdoor media, expanding opportunities for networking, innovation and market development.
According to Halisson Pontarolla, president of Central de Outdoor, the evolution of Central de Outdoor’s National Convention into the OOH Summit represents a fundamental step towards strengthening and valuing the outdoor media market in Brazil. “By promoting the event to São Paulo, we are expanding the opportunities for exchanging knowledge, innovation and business, further connecting the main players in the sector that accounts for a large part of the advertising pie. OOH media is going through a period of great transformation and growth, driven by new technologies, creativity and strategic relevance for brands and advertisers. The OOH Summit Brasil is here to consolidate this movement, reaffirming the role of outdoor media as one of the pillars of modern communication. We are excited to welcome professionals from all over the country in 2026, at an event that will certainly be a milestone for the future of our segment.”
The 34th edition, held from March 19 to 21, 2025 at the Windsor Barra in Rio de Janeiro, featured renowned speakers who addressed strategic issues for the future of OOH media. Among them, Tom Goddard, president of the World Out of Home Organization (WOO), provided insights into global trends in the sector, Hugo Rodrigues, Chairman of WMcCann, highlighted the creative power of outdoor media and its impact on contemporary advertising and André Scaciota, head of Media at Itaú, spoke about the impact of OOH on branding and brand performance.
The 34th National Convention of the Central de Outdoor celebrates the strength of OOH, bringing together major players and highlighting professionals such as Alex Sandro dos Santos, honored with the ‘Friend of the Central’ award – Credit: Alê Oliveira
During the event, Alex Sandro dos Santos, businessman at the head of BH Mídia and president of Sepex-MG, was honored with the “Friend of the Center” award. The award recognizes professionals who contribute significantly to the development of outdoor media in Brazil.
Alex Sandro Dos Santos, president of the Union of Outdoor Advertising Companies and CEO of BH Mídia and Mercograff, receives a tribute at the 34th Central Outdoor National Convention – Credit: Alê Oliveira
With more than 20 years’ experience in the advertising market, Alex is president of the Minas Gerais Outdoor Advertising Companies Union and leads BH Mídia, a company specializing in outdoor media and an exhibitor renowned for its agility, as well as its large collection and coverage in the areas where it operates. In 2024, the BH Mídia/Mercograff group acquired Visual Outdoor, expanding its presence in the Belo Horizonte metropolitan region.
“This award symbolizes years of dedication to the OOH media market. I have always believed in the power of outdoor media as a strategic channel for brands and businesses, and seeing this recognition fills me with pride. I would like to thank
Central de Outdoor and everyone who has been part of this journey. Yesterday, when I set foot here, I called my friend André, who was my partner when I bought BH Mídia. He encouraged me to join Central, and today I see how much it has transformed my career. This medium has impressive strength, and it’s gratifying to see the whole of Brazil represented here. We are building a magnificent industry, capable of changing lives,” said Alex.
The 34th National Convention of the Central de Outdoor brought together professionals from all over Brazil and the world to debate the future of OOH media. The event ended with record attendance, reaffirming the strength and innovation of the sector – Credit: Alê Oliveira
The “Friend of Central” award is an initiative of Central de Outdoor to recognize associated professionals who stand out in the outdoor media market. For Fabi Soriano, the association’s executive director, the tribute is a way of valuing those who drive the sector forward. “The OOH media market is constantly growing and changing, and professionals like Alex are fundamental to this development. His dedication and strategic vision make a difference in the sector, and this tribute is well-deserved recognition for his career and contribution,” he said.
The 34th National Convention of the Outdoor Center has master sponsorship from The Led and AdsmovilOOH. It also has the support of 4yousee, Bebot, Inviron, Sigpel, WDC Networks, All Unite and M2.
34th Central Outdoor National Convention
With the motto “Connecting the future of OOH media”, the event brought together more than 300 participants, exhibitors from all Brazilian states and representatives from 10 countries from North America, Latin America, Europe and Asia: Argentina, Canada, Colombia, Denmark, Spain, the United States, Jordan, Mexico, Portugal and the United Kingdom. With a record attendance, the meeting reinforced the importance of outdoor media and the sector’s commitment to innovation, technology and sustainability.
Out of home media maintains its prominent position among the media that attract the most advertising investment in Brazil. According to the most recent Cenp-Meios report, released in February 2025, OOH accounted for 11.5% of the total invested in advertising between January and September 2024. In the period, the advertising agencies that make up the panel spent R$17.8 billion on media buying, an increase of 18.93% compared to the same period in 2023, when the amount was R$14.9 billion.
The increase in OOH’s share, which in 2023 represented 10.8% of the advertising pie, reflects the consolidation of the medium. The evolution of technological tools, the diversification of interactive formats and the public’s strong connection with out-of-home campaigns have driven this growth in recent years.
Aimed at entrepreneurs, directors, managers and executives of exhibitors and planning agencies from all over the country, whether associated or not, this year’s 34th National Outdoor Central Convention has the motto “Connecting the future of OOH media”. The meeting invites participants to improve their business management and reflect on strategic themes such as the future of the market, companies with purpose, impact on the community and success stories
About Central de Outdoor
Central de Outdoor is the largest OOH media association in the country and one of the five largest in the world, bringing together companies from the OOH ecosystem, including media exhibitors, planning agencies and suppliers of the medium. It is a co-founder of CENP (Advertising Market Self-Regulation Forum), CONAR (National Advertising Self-Regulation Council), the Latin American Out of Home Association (ALOOH), and a member of the World Out of Home Organization (WOOHO).
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