{"id":4110,"date":"2026-03-19T18:03:09","date_gmt":"2026-03-19T18:03:09","guid":{"rendered":"https:\/\/www.invian.net\/en\/?p=4110"},"modified":"2026-03-19T18:03:09","modified_gmt":"2026-03-19T18:03:09","slug":"invian-apresenta-nexus-plataforma-que-nasce-para-estruturar-planejamento-e-transacao-de-midia-ooh","status":"publish","type":"post","link":"https:\/\/www.invian.net\/en\/2026\/03\/19\/invian-apresenta-nexus-plataforma-que-nasce-para-estruturar-planejamento-e-transacao-de-midia-ooh\/","title":{"rendered":"Invian launches Nexus, a platform designed to structure OOH media planning and transactions"},"content":{"rendered":"

Solution integrates data, inventory, availability, and execution into a single environment to connect agencies, media owners, and advertisers<\/em><\/p>\n

S\u00e3o Paulo, March 18, 2026 \u2014<\/strong> Brazil\u2019s OOH media market is experiencing a period of expansion. In 2025, advertising investment managed through agencies in the country reached R$ 28.9 billion, representing a 10% increase compared to the previous year. Within this scenario, OOH accounted for R$ 3.512 billion, representing 12.1% of total national ad spend and maintaining its position as the third-largest media channel in Brazil.<\/p>\n

In this context, Invian, a technology company for the OOH, DOOH, and Retail Media markets and part of THE LED ecosystem, announces the launch of Nexus, a platform designed to integrate data, inventory, planning, availability, and campaign execution into a single environment. The solution was unveiled during the OOH Summit, the industry\u2019s largest event in Brazil, held from March 17 to 19 in S\u00e3o Paulo.<\/p>\n

For the company, the growth of OOH also highlights a clear opportunity: to increase the channel\u2019s share in the advertising market through more technology, better inventory organization, commercial intelligence, and greater accessibility for both buyers and sellers.<\/p>\n

Technology infrastructure for OOH<\/h3>\n

Nexus is introduced with the goal of establishing a new layer of technological infrastructure for the sector, connecting planning, audience, inventory, and operations within a more integrated, accessible, and scalable environment. In practice, the platform allows agencies to gain deeper access to each operator\u2019s inventory, with greater context around assets, availability, and operational characteristics\u2014something that is still often limited by lack of direct access, standardization, and consolidated visibility.<\/p>\n

\u201cOver the past few years, OOH has gained strategic relevance within media planning and has attracted increasing investment and attention from brands. Nexus was created to help structure this new phase of the market by building a technological infrastructure that connects inventory, data, and operations, making the ecosystem more organized, transparent, and accessible,\u201d says Richard Albanesi, CEO of THE LED.<\/p>\n

One of the platform\u2019s main objectives is to bring small and mid-sized publishers closer to budgets that have historically been more accessible to large networks, creating electronic sales channels that expand visibility, commercial standardization, and activation capabilities. As a result, media owners with strong regional relevance and strategic value gain better conditions to participate in the planning and buying flow of campaigns in a structured, trackable, and scalable way.<\/p>\n

At the core of the proposal is enabling inventory for electronic transactions, organizing commercial and operational information so the market can operate with greater fluidity, traceability, and scale. Nexus was designed to integrate traditional campaigns, digital campaigns, and automated workflows, supporting media owners in standardizing their assets while increasing monetization capacity for networks that still face barriers to fully entering large-scale campaign planning flows.<\/p>\n

To strengthen this intelligence layer, the platform incorporates qualified metrics from Logan, a company recognized as one of the leading backbone media and data providers. The integration connects more than two thousand global brands and agencies to planning needs through online and offline data and third-party auditable formats, expanding audience insights and enhancing available commercial opportunities.<\/p>\n

Beyond the planning and commercial connection layer, publishers operating with Invian gain access to the company\u2019s ecosystem of 14 integrated systems, enabling real-time availability checks, sales format organization, operational management, and campaign execution. This technological structure enhances control, governance, and integration between commercial and operational teams, allowing monetization to happen with greater security, consistency, and intelligence.<\/p>\n

With Nexus, media owners gain access to a structure that helps standardize inventory, organize availability, qualify their commercial offering, adjust CPMs with data support, and increase visibility within the advertising market. For agencies and advertisers, the benefit lies in accessing a more detailed and structured view of media supply, enabling them to discover and activate inventory that often remains outside their radar due to limited accessibility or lack of structuring within traditional buying and planning workflows.<\/p>\n

OOH continues to grow and proves, year after year, its strategic relevance within the advertising market. \u201cThe platform was created to support the next stage of this evolution, giving agencies deeper access to media owners\u2019 inventory and providing publishers with an infrastructure that increases visibility, organization, commercial efficiency, and monetization,\u201d explains Kelson Schmitt, CEO of Invian.<\/p>\n

\u201cWe are very proud of this partnership, which combines Logan\u2019s expertise in OOH data with Invian\u2019s proprietary technology. We bring together quality and scale of mobility data, real audience presence, and reach derived from more than 400 million mobile devices across Latin America to deliver an innovative solution that is relevant for brands and always driven by efficiency,\u201d says Francesco Simeone, Partner and Global CGO at Logan.<\/p>\n

About THE LED<\/h3>\n

With more than 10,000 projects delivered and a presence across Brazil, Latin America, and Europe, THE LED is a leader in digital visual communication through LED panels. The company operates across Retail Media, OOH, events, television, museums, and virtual and immersive studios, delivering integrated, creative, and high-quality technological solutions. It is the only company in the sector to be nominated at the Cannes Festival and has received awards such as POPAI, Pr\u00eamio Caio, Shops Awards, and Central de Outdoor.<\/p>\n

About Invian<\/h3>\n

Invian is a technology company specialized in solutions for the OOH, DOOH, and Retail Media markets. The company develops platforms and systems focused on integrating planning, sales, inventory, operations, data, metrics, and campaign execution, supporting media owners, networks, partners, and advertisers in building a more efficient, scalable, and monetizable ecosystem. The company is part of THE LED ecosystem.<\/p>\n","protected":false},"excerpt":{"rendered":"

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