The out of home media group PAD has just acquired 50% of the Retail Media operation. The remainder remains under the control of the remaining partners Eduardo Tassinari and Cristiano Tassinari. Felipe Davis joins the positions of CEO of PAD and co-CEO of Retail Media. The executive will be responsible for the relationship with the market, development of strategies and commercial management. The partner Cristiano Tassinari, co-CEO of Retail Media, will work on the company’s expansion and relationship with the networks.
“The market walks not only with the implementation of technology, but in the sense of players contributing so that municipalities offer solutions for society, in socio-environmental and urban mobility issues”, comments Davis. According to the executive, the innovation anchors projects that will soon bring free Wi-Fi in public spaces. “With the 5G technology, we will be together with the municipalities to act as a productive technology platform”, he guarantees.
Grupo PAD also plans to invest R$75 million in new markets, purchases of assets, acquisition of companies and development of new technologies for calculating data and metrics in its street verticals and consumer environments. Two acquisitions are expected for 2022. PAD’s main assets are panels, newsstands and digital gables, among other properties in Belo Horizonte, Porto Alegre and Rio de Janeiro, in addition to 25 cities in the interior of Minas Gerais.
At Retail Media, the forte is displays in retail environments. The equipment is present in 37 cities, including São Paulo, Rio de Janeiro, Salvador, Recife and Fortaleza. In 2022, it intends to reach new capitals in the Northeast, as well as Minas Gerais and Rio Grande do Sul. The current volume of 575 screens should increase to 1.3 thousand in 2022, and 2.5 thousand in the following year.
In addition to working on the streets, PAD now has assets in supermarkets, drugstores, pet stores and shopping centers. The group hopes to win at least two concessions in 2022, when it should earn R$ 100 million.