Woli Mídia turns TV Walls into revenue machines

About Woli Mídia

Woli Mídia was founded with a bold premise: every TV panel on a retail floor is an untapped media asset. In Brazil's sprawling electronics and appliance retail sector, stores display hundreds of screens and for years, most were showing manufacturer demo loops or going dark.

Woli Mídia saw an opportunity to connect brands, retailers, and consumers at the single most critical moment: the point of purchase decision. By transforming these TV walls into a coordinated, programmatic media channel, they unlocked a new revenue stream for retailers and a high-conversion advertising surface for consumer brands.

"The market signals were unmistakable. We launched and within 90 days, 1,478 stores were already in implementation. When retail and industry both see real value, adoption accelerates. This isn't just scale - it's validation."

- Woli Mídia Founders

The Challenge

Woli Mídia needed a platform that could handle enterprise scale, heterogeneous hardware environments, and demanding brand-safety requirements - all at once.

1. Multi-Network Governance: Operating across 16+ retail chains with different IT setups, store sizes, and connectivity quality - requiring centralized control without compromising each retailer's autonomy.

2. Brand-Safe Media Delivery: Consumer brands needed confidence that their campaigns would play correctly, on the right screens, at the right times - with proof of delivery and performance metrics.

3. Zero-Investment Model for Retailers: Retailers couldn't be asked to fund the infrastructure. The model required monetization of existing assets - the TVs already on the floor - generating revenue without CAPEX.

The Solution

Woli Mídia selected OnSign as the CMS engine for their entire network - deploying a white-label, fully governed media operation that scales from 1 to 15,000 screens.

1. White Label: The platform is deployed under Woli Mídia's identity - giving retailers a seamless, branded experience while the team leverages OnSign's full feature set behind the scenes.

2. Conversion at POS: Campaigns run on the same screens consumers examine when choosing products. No other channel offers this level of contextual relevance - brands reach buyers mid-decision.

3. Governance: OnSign's centralized management and role-based access gives Woli Mídia full control over content standards, scheduling, and compliance - across every retail chain simultaneously.

4. Zero Capex: Retailers contribute only their existing screen inventory. Woli Mídia and OnSign handle everything else - turning idle display hardware into a continuous media revenue stream.

How It Works

Step 1: Retailer Onboarding - Existing floor TVs are enrolled into the Woli Mídia network via OnSign - no new hardware required.

Step 2: Campaign Scheduling - Brands book media slots through Woli Mídia. Content is uploaded and scheduled centrally via OnSign's campaign tools.

Step 3: Real-Time Delivery - OnSign distributes content to screens across all stores - with offline caching ensuring playback even under poor connectivity.

Step 4: Proof & Performance - Retailers and brands receive detailed delivery reports. Woli Mídia's revenue flows transparently to retail partners.

Scale & Reach

1,478 retail stores currently in implementation

16 Brazilian states with active presence

15,000+ expansion potential by 2031

Presence by state:

• MG, SP, ES - 3 networks each (highest density)

• GO, BA, RS, SC, PR - 2 networks each

• MS, RJ, DF, MT, TO, SE, PA, MA - 1 network each

Retail segments served:

• Consumer Electronics

• Home Appliances

• Furniture & Decor

• Multi-Category Retail

Woli Mídia's roadmap targets full penetration of Brazil's eletro-electronics retail sector - representing one of the largest in-store media networks in Latin America.

Results

What 90 Days of Execution Delivered

• 1,478 stores live in under 3 months - genuine market fit, not just a pilot

• R$0 capital investment required from retail partners to join the network

• 16 states covered from day one - a truly national media inventory

Beyond the Numbers

Retailers gain a new revenue line without modifying their operations. The TV walls that previously served only product demos now generate ongoing media income.

Brands access a high-intent audience at the shelf - reaching consumers who are already in buying mode, with contextually relevant campaigns.

In Their Words

"When retail and industry both see real value, the agenda moves, implementation gains rhythm, and the project stops being a promise and becomes market movement. That's what separates an interesting initiative from genuine execution."

- Woli Mídia Founders, Brazil