Eletromidia, Motiva, and EcoRodovias form highway advertising joint venture

Eletromidia, Motiva, and EcoRodovias have announced a joint venture to enter the highway advertising market in Brazil. The partnership aims to install and commercialize both digital and static advertising panels along major roads.

Initially, the operation will focus on 12 highways serving the Greater São Paulo area, including major routes such as Presidente Dutra, Anhanguera-Bandeirantes, and Anchieta-Imigrantes. These routes handle a daily traffic volume exceeding 4 million vehicles. The companies aim to establish more than 200 advertising points by the end of 2027.

Under the agreed ownership structure, Eletromidia will hold a 51% stake, while Motiva and EcoRodovias will each hold 24.5%. The venture is designed as an open platform capable of incorporating future concessions and partnerships. The deal is currently awaiting approval from regulatory bodies, including the Administrative Council for Economic Defense (Cade), which is expected by the end of the year.