Kallas Mídia OOH

What Kallas Mídia OOH does

Kallas Mídia OOH is a privately held, family-owned Brazilian Out-of-Home (OOH) advertising company founded in 1978 by Dr. Luiz Roberto Kallas and currently led by his son Rodrigo Kallas as CEO. The company sells advertising space across a multi-platform physical and digital inventory that includes airports (23 exclusive master concessions plus shared and occasional airports, totaling 57), rail/metro systems (notably the exclusive Recife Metro — the 3rd largest in Brazil with 655,000 daily passengers), urban furniture (bus shelters, digital clocks, street signs), large-format billboards and building façades, bus corridors, taxis and ride-hail vehicles, and ports (exclusive rights at Porto de Manaus). It operates 88,000+ media opportunities, 6,000+ digital screens, 26 regional offices across 26 Brazilian states, and one international office in China, delivering 5+ billion annual impacts and reaching approximately 70 million consumers per month.

The underlying technology stack combines a physical media network with digital and data layers: programmatic DOOH with SSP/DSP integration enabling real-time, trigger-based buying (weather, time of day, location, audience profile); the proprietary Kallas Creative & Data Hub for audience intelligence and geolocation analytics; sponsored Wi-Fi that captures completed-view metrics in transit environments; and geofencing retargeting that bridges physical OOH exposure to mobile retargeting. Kallas sells primarily through direct enterprise sales (specialist account managers managing strategy through reporting), supplemented by 26 regional offices serving SMEs, a WhatsApp contact channel, and downloadable media kits. Pricing is quote-based and not publicly disclosed, with rates varying by format, location, duration, and campaign complexity. Named enterprise customers span healthcare (Golden Cross, MedSênior), telecom (Claro), beverages (Kaiser), sports betting (Betano, Esportes da Sorte), retail/cooperative (COOP), and real estate (Tivio Capital / TVRI11), with marquee projects including a Guinness World Record installation (1997-1998), a COP30 communications hub at Belém Airport (2025), and a 2,400 m² historic-building façade at Edifício São João (2025).

Name

Kallas Mídia OOH

Legal name

Kallas Mídia OOH

Website

https://kallas.com.br

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

Brazil's third-largest Out-of-Home advertising company, operating across 26 states with 88,000+ media opportunities spanning airports, rail, urban furniture, buses, taxis, and ports. Serves enterprise advertisers and regional businesses through traditional OOH and programmatic DOOH, reaching 70 million consumers monthly.

Ownership category

akta.pro rank

Product category

Outdoor Advertising (Out-of-Home Media)

NAICS

Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850), Media Buying Agencies (541830), Media Buying Agencies (54183), Media Representatives (541840)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Transit & Transport OOH Advertising (Bus, Rail, Airport) (MPAAAKAC)

akta.pro secondary industries

Transit Advertising (Bus, Rail, Subway, Taxi, Airport Transit) (BPAFALAC), Street Furniture OOH Advertising (Bus Shelters, Kiosks, Benches) (MPAAAKAD), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF)

Keywords

• Out-of-home advertising
• Airport media advertising
• Programmatic digital signage
• Urban furniture media
• Transit advertising network

Headquarters

HQ city

Barueri

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. OOH Media Sales: Kallas sells advertising space across its physical media inventory (airports, rail, buses, taxis, urban furniture, large formats, ports). Revenue is generated through campaign bookings in multiple formats (static panels, digital screens, wraps, immersive installations). Pricing is typically quote-based and varies by format, location, duration, and campaign scope.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Kallas Mídia OOH sells advertising space across Brazil's transport and urban environments, including master concessions at airports and metro systems, urban street furniture, large-format billboards, buses, taxis, ride-hail vehicles, and ports. It complements physical inventory with a programmatic DOOH platform (SSP/DSP integration), the proprietary Kallas Creative & Data Hub for audience and geolocation intelligence, sponsored Wi-Fi, and geofencing retargeting to bridge OOH exposure with digital follow-up. The offering is sold as full-service campaigns (strategy, planning, implementation, and reporting) to brand advertisers and media agencies across 26 Brazilian states.

Product overview

Kallas Mídia OOH is a Brazilian Out-of-Home advertising company operating as a multi-platform media network with distinct product lines: airport media (Mídia em Aeroportos) as a master concession operator; rail/metro transit (Mídia em Trilhos) across Northeast Brazil; urban street furniture (Mobiliário Urbano) with shelters, clocks, and digital signs; large-format billboards (Mídia em Grandes Formatos) including a historic fachadeira project; bus corridor advertising (Mídia em Ônibus); maritime port media (Mídia em Portos) with exclusive Porto de Manaus rights; and taxi/rideshare vehicle advertising (Mídia em Táxis e Carros de Apps). These are supported by programmatic DOOH capabilities (Mídia Programática) with real-time data triggers, the proprietary Kallas Creative & Data Hub for audience intelligence, sponsored Wi-Fi, geofencing retargeting technology, and special creative projects (Projetos Especiais) for customized brand activations. The company operates across 26 Brazilian states with 78 cities and over 88,000 media opportunities, including 6,000+ digital screens, reaching over 5 billion annual impacts.

Differentiator

Problem solved

Functional benefit

Products and services

• Mídia em Aeroportos

Quantifiable outcome

• 70 million monthly consumers reached
• +6 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Tivio CapitalflagshipStrategic or Co-development PartnerKallas Mídia OOH partnered with Tivio Capital for the Edifício São João fachadeira (scaffolding media) project in downtown São Paulo. Tivio Capital holds the Termo de Cooperação (Cooperation Agreement) 6025.2024/0027892-0 with the Municipal Secretary of Culture and is responsible for public authority relations. The partnership enables Kallas to operate 2,400 m² of advertising on the building's scaffolding during an 18-month restoration period. Edifício São João is part of the TVRI11 real estate fund portfolio managed by Tivio Capital, representing 7.99% of the fund's total revenue.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Lamar Advertising: U.S.-listed billboard and outdoor advertising operator; comparable business model in static large-format OOH, though less focused on transit and airports than Kallas.
• Clear Channel Outdoor: Global OOH incumbent with airport and street furniture divisions; comparable in transit-based advertising sales but operates at materially larger scale and with public-market discipline.
• OUTFRONT Media: Large U.S.-listed OOH operator with transit and billboard portfolios; comparable in airport/transit media sales model and programmatic DOOH strategy, though primarily North American.

Emerging players

• Vistar Media: Programmatic DOOH supply-side platform providing SSP infrastructure; directly comparable on the programmatic/DOOH execution side that Kallas's SSP/DSP integration targets.
• Place Exchange: Programmatic SSP for DOOH inventory; competes for the same programmatic OOH spend that Kallas is pursuing, and could disintermediate traditional operators without proprietary data layers.

Direct peers

• APG|SGA: Swiss-headquartered OOH operator with strong presence in Brazil across transit, airports, and street furniture; competes directly with Kallas for the same advertiser budgets and concession rights.
• Otima Mídia Exterior: Brazilian-based outdoor advertising competitor operating transit and large-format OOH in Brazil; competes for similar advertiser budgets and the same Brazilian market as Kallas.
• Posterscope: Specialist OOH and DOOH agency division focused on planning, buying, and measurement of outdoor campaigns; comparable as an alternative channel for advertisers seeking OOH exposure through agency intermediaries.
• JCDecaux: World's largest outdoor advertising company with significant operations in Brazil including airport and street furniture concessions; directly comparable in transit, airport, and urban furniture OOH formats serving the same Brazilian advertisers.

Regional players

• Ströer: Major German OOH and digital out-of-home operator; comparable in transit, large-format and DOOH portfolio, though operating primarily in European markets rather than competing directly in Brazil.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/kallas
• Facebookfacebook.com/kallasmidia
• Instagraminstagram.com/kallas
• TikToktiktok.com/kallas
• LinkedInlinkedin.com/company/grupo-kallas

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kallas Mídia OOH