{"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:\/\/54.92.202.131\/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":[8969,41],"tags":[100],"class_list":["post-19302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brasil","category-economia","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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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. As telas j\u00e1 est\u00e3o em supermercados como Sam\u2019s Club e Carrefour, exibindo an\u00fancios de diversas marcas. 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. 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Portal Tela (STAGING)","isPartOf":{"@id":"http:\/\/54.92.202.131\/#website"},"primaryImageOfPage":{"@id":"http:\/\/54.92.202.131\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/#primaryimage"},"image":{"@id":"http:\/\/54.92.202.131\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/#primaryimage"},"thumbnailUrl":"http:\/\/54.92.202.131\/s.7ew10tin\/2025\/07\/ab0e93f1-f0f3-4b05-aa5c-a058c4bd03af.jpg","datePublished":"2025-07-04T11:41:38+00:00","breadcrumb":{"@id":"http:\/\/54.92.202.131\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["http:\/\/54.92.202.131\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"http:\/\/54.92.202.131\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/#primaryimage","url":"http:\/\/54.92.202.131\/s.7ew10tin\/2025\/07\/ab0e93f1-f0f3-4b05-aa5c-a058c4bd03af.jpg","contentUrl":"http:\/\/54.92.202.131\/s.7ew10tin\/2025\/07\/ab0e93f1-f0f3-4b05-aa5c-a058c4bd03af.jpg","width":1380,"height":920,"caption":"O poder do retail media \u00e9 comunicar com o consumidor no momento certo, mesurar isso, e ter acesso a dados como o sell out, o que realmente foi vendido (Foto: The Led\/Divulga\u00e7\u00e3o)"},{"@type":"BreadcrumbList","@id":"http:\/\/54.92.202.131\/economia\/2025\/07\/04\/the-led-adquire-retail-media-e-investe-r-200-milhoes-na-expansao-do-varejo\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/54.92.202.131\/"},{"@type":"ListItem","position":2,"name":"The Led adquire Retail Media e investe R$ 200 milh\u00f5es na expans\u00e3o do varejo"}]},{"@type":"WebSite","@id":"http:\/\/54.92.202.131\/#website","url":"http:\/\/54.92.202.131\/","name":"Portal Tela (STAGING)","description":"As not\u00edcias mais relevantes do momento na sua Tela, para voc\u00ea.","publisher":{"@id":"http:\/\/54.92.202.131\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/54.92.202.131\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Organization","@id":"http:\/\/54.92.202.131\/#organization","name":"Portal Tela","alternateName":"Tela","url":"http:\/\/54.92.202.131\/","logo":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"http:\/\/54.92.202.131\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"Portal Tela"},"image":{"@id":"http:\/\/54.92.202.131\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"http:\/\/54.92.202.131\/#\/schema\/person\/89d764bb518c9e861868915fca9f0e5d","name":"Telinha","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/secure.gravatar.com\/avatar\/f4ba3b1e2fe57d2d502b017cfc594704e315e46d7e9d6c2779c4dc57c4d9d143?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f4ba3b1e2fe57d2d502b017cfc594704e315e46d7e9d6c2779c4dc57c4d9d143?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f4ba3b1e2fe57d2d502b017cfc594704e315e46d7e9d6c2779c4dc57c4d9d143?s=96&d=mm&r=g","caption":"Telinha"},"url":"http:\/\/54.92.202.131\/por\/438220146359\/"}]}},"_links":{"self":[{"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/posts\/19302","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/comments?post=19302"}],"version-history":[{"count":0,"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/posts\/19302\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/media\/19329"}],"wp:attachment":[{"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/media?parent=19302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/categories?post=19302"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/54.92.202.131\/api\/wp\/v2\/tags?post=19302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}