{"id":4673,"date":"2026-09-16T10:10:23","date_gmt":"2026-09-16T10:10:23","guid":{"rendered":"https:\/\/novaexpressao.pt\/forget-the-number-of-mupis-mop-says-the-future-of-ooh-lies-in-data\/"},"modified":"2026-09-25T12:04:01","modified_gmt":"2026-09-25T12:04:01","slug":"forget-the-number-of-mupis-mop-says-the-future-of-ooh-lies-in-data","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/forget-the-number-of-mupis-mop-says-the-future-of-ooh-lies-in-data\/","title":{"rendered":"Forget the number of MUPIs: MOP says the future of OOH lies in data"},"content":{"rendered":"\t\t
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\u201cCom a rede certa, vai dar certo\u201d is the concept behind MOP\u2019s new campaign, which seeks to reposition the discussion around Out-of-Home (OOH). Instead of focusing the choice of a network on the number of formats or the scale of coverage, the company wants to place data, audiences and context at the centre of the decision. <\/p>\n

The proposal is based on a simple idea: there is no ideal network for every brand. The combination of formats should be built according to the objective of each campaign, the audience it aims to reach and the available investment. The concept of an \u201cintelligent network\u201d is based on cross-referencing different sources of information. Audience data, mobility data, transport operators\u2019 ticketing data and usage profiles across different environments are used to determine which formats and contexts make the most sense for each brief. <\/p>\n

The approach also allows an OOH network to no longer be seen solely as a set of fixed locations. MOP has been developing solutions associated with specific consumption moments, such as Rede Dias de Jogo, activated near the stadiums of Portugal\u2019s three major football clubs on match days, or Rede Petcare, developed in partnership with Galp and designed for the return from holidays. Rede Crazy Season, meanwhile, accompanies periods such as Black Friday and Christmas near shopping centres and areas with Christmas attractions, while Rede de Frio is activated during periods of higher incidence of colds and flu, near pharmacies, hospitals and health centres. <\/p>\n

The diversity of environments is therefore one of the central pillars of the strategy. MOP is present across different mobility moments, including streets, the Lisbon and Porto Metro systems, trains, buses, ferries, service stations, shopping centres, car parks and the MULTIBANCO network. <\/p>\n

The new campaign brings this positioning into the creative through a series of fictional brands, all inspired by a common advertiser objective: to sell.<\/p>\n

Esgotadix, Windispon\u00edvel, ToutVendido, Vendidinhos and Sem Stock\u2019s are some of the names created for the campaign. The idea is to show products that sold out after communicating \u201con the right network\u201d, turning the business result into a demonstration of MOP\u2019s positioning. The campaign will be present across MOP\u2019s own OOH network, through high-impact formats and MUPIs in different environments and formats, as well as on television and digital channels. The creative work is by Dentsu, with media management by Nova Express\u00e3o. <\/p>\n

The strategy is expected to gain a new dimension in 2027, with the strengthening of the digital component of MOP\u2019s network. On the Lisbon Metro, the opening of Estrela and Santos stations, scheduled for the first quarter of 2027, is expected to add around 40 faces, in a 100% digital offering. On the Porto Metro, the expansion of the Circular Line is expected to add four new stations with 59 digital displays, alongside four additional stations from the second phase of the BRT, also featuring digital MUPIs. <\/p>

The partnership with Galp is also expected to continue growing, with the planned installation of new fa\u00e7ade screens and the development of higher-visibility formats. In Lisbon\u2019s municipal network, the electrification of the equipment is planned for the fourth quarter of 2027. With these investments, MOP aims to accelerate the transformation of OOH into a more digital, flexible and data-driven network, placing the ability to select where, when and how to communicate at the heart of its proposition for brands. <\/p>\n

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Marketeer Article | 16.09.2026<\/strong><\/em><\/span><\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

\u201cCom a rede certa, vai dar certo\u201d is the concept behind MOP\u2019s new campaign, which seeks to reposition the discussion around Out-of-Home (OOH). Instead of focusing the choice of a network on the number of formats or the scale of coverage, the company wants to place data, audiences and context at the centre of the […]<\/p>\n","protected":false},"author":2,"featured_media":4672,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_destaque":"0","footnotes":""},"categories":[27],"tags":[],"class_list":["post-4673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-estrategia"],"acf":[],"yoast_head":"\nForget the number of MUPIs: MOP says the future of OOH lies in data | Nova Express\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaexpressao.pt\/en\/forget-the-number-of-mupis-mop-says-the-future-of-ooh-lies-in-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forget the number of MUPIs: MOP says the future of OOH lies in data | Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"\u201cCom a rede certa, vai dar certo\u201d is the concept behind MOP\u2019s new campaign, which seeks to reposition the discussion around Out-of-Home (OOH). 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