Motiva joins highway advertising venture with 24.5% stake

Motiva has partnered with EcoRodovias and Eletromidia to create a joint venture dedicated to digital and static highway advertising in Brazil. Eletromidia will control 51% of the new entity, while Motiva and EcoRodovias will each hold a 24.5% stake. The transaction remains subject to regulatory and antitrust approvals, which the companies expect by the end of 2026.

The venture will initially deploy across 12 highway concessions connecting the São Paulo Metropolitan Region to cities such as Rio de Janeiro, Belo Horizonte, Campinas, and Santos. These corridors register combined traffic exceeding 4 million vehicles daily. The partners plan to install more than 200 advertising sites by the end of 2027, covering routes including Presidente Dutra, Sistema Anhanguera-Bandeirantes, Anchieta-Imigrantes, Castello Branco-Raposo Tavares, Ayrton Senna, Rodoanel Oeste, Fernão Dias, Washington Luís, and Brigadeiro Faria Lima.

Structured as an open greenfield platform, the company can also incorporate third-party concessions and bid in future auctions. The initiative follows regulatory changes enacted by the State of São Paulo in 2025 that enabled broader commercial media operations on highways. Motiva currently manages 5,044 kilometers of roadways, while EcoRodovias manages 12 highway concessions spanning over 5,000 kilometers across seven Brazilian states.

According to Grand View Research, highways and high-traffic arterial roads account for approximately 26% of global out-of-home media revenue, an overall market estimated at more than $40 billion.