Grupo RBS buys 51% of OOH firm Imobi, entering outdoor advertising
What's the deal? Grupo RBSDealroom has a profile for this one. Try Dealroom →, the largest media group in Brazil's Rio Grande do Sul state, has acquired a 51% controlling stake in ImobiDealroom has a profile for this one. Try Dealroom →, a Porto Alegre-based out-of-home (OOH) advertising company. The transaction, led by RBS VenturesDealroom has a profile for this one. Try Dealroom →, was announced on October 21, 2026. The value was not disclosed.
What each side brings: Founded in 2005, Imobi operates more than 500 digital screens and 15,000 static faces across 50-plus cities in Rio Grande do Sul, Santa Catarina, São Paulo, and Pernambuco. RBS already runs television, radio, newspapers, digital platforms, and influencer marketing.
What's the endgame? The deal marks RBS's entry into urban outdoor advertising and expands its portfolio for cross-selling. "We are entering a market of great potential through an innovative company from Rio Grande do Sul," said Fernando Tornaim, vice-chair of the RBS management board (translated from Portuguese).
Why now? OOH is one of Brazil's fastest-growing ad segments. The sector drew US$475.8M in media buys in the first half of 2026, up 30% year on year, lifting its share of the advertising market to 13.4%, according to Cenp-Meios.
What changes for customers? Little, at first. Imobi will keep operating independently, with founder Daniel Costa staying on as CEO and a significant shareholder; teams, processes, and client relationships will be preserved.
The acquisition fits a broader diversification push by RBS, which recently launched Rádio Gaúcha in Passo Fundo and influencer firm Pulso Creators.
The signal: Traditional media owners are moving into OOH as the segment digitises and integrates with retail and programmatic channels. With the deal value undisclosed, the strategic logic — adding a growing, screen-based medium to a legacy portfolio — is clearer than the financials.
Read more: meioemensagem.com.br
Image credit: Generated with Gemini
