The spend is up, the work is up more
The CENP-Meios quarterly reports track where Brazilian media money goes, and the direction is unambiguous: digital has passed open television, and out-of-home — particularly digital out-of-home — has grown at a rate nothing else in the mix matches.
For a production team, growth in spend does not automatically mean growth in fees. It means more surfaces, each with its own ratio, duration, safe area and legibility requirement.
What fragmentation does to a shot
A shot composed for 16:9 and cropped to 9:16 loses the composition that made it work. Designing for the crop from the boards stage is a different job, and it should be quoted as one.
DOOH adds constraints most people discover late: no sound, three seconds of attention, and a viewer who is walking.
How to scope for it without going broke
List every format in the quote before pricing. Not 'social versions' — the actual list, with ratios and durations.
Build one master with generous headroom and derive crops from it, rather than shooting or animating variants.
Decide the render layer strategy before animation. Late notes on a flattened comp mean full re-renders, and that is where margins die.