{"id":19302,"date":"2025-07-04T08:41:38","date_gmt":"2025-07-04T11:41:38","guid":{"rendered":"https:\/\/staging.portaltela.com\/noticias\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/"},"modified":"2025-07-04T08:41:38","modified_gmt":"2025-07-04T11:41:38","slug":"the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo","status":"publish","type":"post","link":"http:\/\/18.210.195.80\/noticias\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/","title":{"rendered":"The Led adquire Retail Media e investe R$ 200 milh\u00f5es na expans\u00e3o do varejo"},"content":{"rendered":"

A The Led<\/strong>, empresa paulista especializada na instala\u00e7\u00e3o de telas de LED em supermercados, anunciou a aquisi\u00e7\u00e3o da Retail Media<\/strong>, expandindo sua atua\u00e7\u00e3o para a venda de espa\u00e7os publicit\u00e1rios em lojas. Com um investimento planejado de 200 milh\u00f5es de reais at\u00e9 2028<\/strong>, a meta \u00e9 aumentar o n\u00famero de telas de 8.000 para 15.000<\/strong>.<\/p>\n

Nos supermercados como Sam\u2019s Club e Carrefour, as telas de LED j\u00e1 exibem an\u00fancios de diversas marcas. A nova estrat\u00e9gia da The Led transforma esses pontos de venda em canais de m\u00eddia, permitindo que os varejistas monetizem seus espa\u00e7os sem custo inicial. O CEO Richard Albanesi destaca que a empresa agora gerencia a instala\u00e7\u00e3o, opera\u00e7\u00e3o e venda de an\u00fancios, oferecendo uma nova fonte de receita para os varejistas.<\/p>\n

Com a aquisi\u00e7\u00e3o, a The Led passa a atender 41 redes varejistas em 2.200 lojas<\/strong>. Albanesi afirma que o retail media \u00e9 uma oportunidade crescente, especialmente no Brasil, onde menos de 10% das compras de supermercado<\/strong> s\u00e3o feitas online. O foco \u00e9 impactar o consumidor no momento da compra, utilizando dados para medir a efic\u00e1cia das campanhas.<\/p>\n

Modelo de Neg\u00f3cio Inovador<\/h3>\n

O modelo de neg\u00f3cios permite que os varejistas n\u00e3o precisem investir em tecnologia ou instala\u00e7\u00e3o. A The Led fornece as telas e assume a manuten\u00e7\u00e3o, repassando entre 20% e 30% da receita<\/strong> de m\u00eddia para os parceiros. Albanesi ressalta que essa abordagem \u00e9 escal\u00e1vel, beneficiando at\u00e9 mesmo varejistas de menor porte.<\/p>\n

A Retail Media, fundada em 2000, focava na comercializa\u00e7\u00e3o de m\u00eddia digital em lojas f\u00edsicas. Com a integra\u00e7\u00e3o \u00e0 The Led, a estrutura comercial da Retail Media se torna parte do grupo, aumentando a efici\u00eancia e a velocidade nas entregas. A tecnologia utilizada, adquirida da Invian, permite um controle preciso sobre o invent\u00e1rio e a exibi\u00e7\u00e3o de an\u00fancios.<\/p>\n

Desafios e Perspectivas<\/h3>\n

Apesar do crescimento, a The Led enfrenta desafios, como convencer os varejistas a abrir espa\u00e7o para m\u00eddia. A empresa busca demonstrar o retorno sobre o investimento por meio de dados e performance. Al\u00e9m disso, a The Led se posiciona claramente como uma operadora de m\u00eddia interna, evitando a classifica\u00e7\u00e3o como empresa de publicidade externa.<\/p>\n

O futuro da The Led \u00e9 ambicioso, com planos de consolidar o retail media como uma fonte relevante de receita no varejo f\u00edsico. Albanesi enfatiza que, com o consumidor ainda presente nas lojas, as marcas precisam estar vis\u00edveis nesse ambiente.<\/p>\n","protected":false},"excerpt":{"rendered":"

    \n
  • A The Led, empresa paulista, adquiriu a Retail Media, ampliando sua atua\u00e7\u00e3o na venda de espa\u00e7os publicit\u00e1rios em lojas.<\/li>\n
  • A empresa planeja investir R$ 200 milh\u00f5es at\u00e9 2028 para aumentar o n\u00famero de telas de LED de 8.000 para 15.000.<\/li>\n
  • As telas j\u00e1 est\u00e3o em supermercados como Sam\u2019s Club e Carrefour, exibindo an\u00fancios de diversas marcas.<\/li>\n
  • A The Led oferece aos varejistas a instala\u00e7\u00e3o e manuten\u00e7\u00e3o das telas, repassando entre 20% e 30% da receita de m\u00eddia.<\/li>\n
  • A empresa agora atende 41 redes varejistas em 2.200 lojas e busca consolidar o retail media como uma fonte relevante de receita no varejo f\u00edsico.<\/li>\n<\/ul>\n","protected":false},"author":15,"featured_media":19329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"summary":"The Led expande sua atua\u00e7\u00e3o no varejo com a aquisi\u00e7\u00e3o da Retail Media e investimento de R$ 200 milh\u00f5es para aumentar o n\u00famero de telas de LED.","footnotes":""},"categories":[41,1],"tags":[100],"class_list":["post-19302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economia","category-noticias","tag-noticia"],"yoast_head":"\nThe Led adquire Retail Media e investe R$ 200 milh\u00f5es na expans\u00e3o do varejo - Portal Tela (STAGING)<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Led adquire Retail Media e investe R$ 200 milh\u00f5es na expans\u00e3o do varejo\" \/>\n<meta property=\"og:description\" content=\"A The Led, empresa paulista, adquiriu a Retail Media, ampliando sua atua\u00e7\u00e3o na venda de espa\u00e7os publicit\u00e1rios em lojas. 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