Eletromidia, Motiva, EcoRodovias form highway billboard JV in Brazil

Eletromidia, Motiva, and EcoRodovias announced a joint venture to install and commercialize billboards on highways, initially targeting 12 highways and access routes to Grande São Paulo, with plans to exceed 200 advertising points by end-2027. The move taps a global outdoor media market projected at US$10.8 billion by 2025. This is a commercial expansion for the companies, with no immediate market-moving impact beyond sector-specific growth.