Brazil OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 481.55 Million |
| Market Size (2029) | USD 590.53 Million |
| CAGR (2024 - 2029) | 4.16 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Brazil OOH and DOOH Market Analysis
The Brazil OOH And DOOH Market size is estimated at USD 481.55 million in 2024, and is expected to reach USD 590.53 million by 2029, growing at a CAGR of 4.16% during the forecast period (2024-2029).
- Out-of-home (OOH) advertising and digital out-of-home (DOOH) advertising have significantly advanced beyond traditional billboards and transit advertisements. In the current landscape, OOH has transformed into a dynamic, technology-infused platform, empowering brands to engage audiences innovatively across Brazil.
- According to Excite OOH Ltd, Brazil is known as one of Latin America's largest OOH advertising markets, with annual expenditures exceeding USD 600 million. São Paulo, known as the "outdoor media capital" of Brazil, spends significant amounts on ad campaigns and features iconic placements. Key OOH channels in the city include bus shelters and the renowned São Paulo subway system.
- Brazil's ongoing urbanization and infrastructure projects create new opportunities for placing OOH advertising in high-traffic areas. Investments in public transportation, airports, and smart city initiatives enhance the visibility and reach of OOH advertisements. Interactive DOOH displays, augmented reality (AR), and gamification are becoming popular trends in Brazil. These technologies enhance viewer interaction and provide memorable brand experiences.
- For instance, the Salvador to Itaparica Bridge Development project entails constructing a 12.4 km bridge, named the Salvador-Itaparica Bridge, linking Salvador and Itaparica in Bahia. The primary goal of the project announced in February 2024 is to bolster the integration of the Expressway, connecting the Trade neighborhood in Salvador to Itaparica Island. The project is planned for completion by Q3 2026. Such initiatives enhance connectivity and also help attract consumer interest with OOH billboards, providing opportunities to advertisers in Brazil.
- The utilization of consumer data for targeted advertising creates privacy concerns and also mandates strict adherence to data protection regulations. The substantial initial and ongoing investments involved in digital technologies, such as DOOH advertising, including digital screens and interactive displays, have also created barriers for small and medium businesses seeking entry into the market.
- There is a growing prevalence of digital screens and interactive displays for dynamic content updates and real-time engagement with consumers after the COVID-19 pandemic. Moreover, advertisers are integrating OOH and DOOH campaigns with online and mobile channels, which help advertisers maintain their brand presence across multiple touchpoints, complementing physical advertising efforts.
Brazil OOH and DOOH Market Trends
Digital OOH (LED Screens) to Witness Major Growth
- Digital OOH is expected to witness growth in Brazil due to the flexibility it offers, allowing advertisers to deliver dynamic and interactive content. These are more effective in high-traffic areas such as urban centers, shopping malls, and transportation hubs. Retailers in the advertising sector are increasingly turning to digital displays. These displays not only showcase products but also elevate promotions and brand messages, enriching the shopping experience.
- Businesses and consumers are investing in real-time conversations, with customers increasingly demanding personalized content. Leveraging real-time data and analytics, DOOH advertisements can tailor content based on factors like weather, time, and location. For instance, ads for salads might pop up near gyms, while pizza ads could target nightlife spots. The potential for dynamic DOOH is providing ample opportunities for revenue growth.
- Billboard advertising in digital out-of-home is the most impactful outdoor advertising medium. It allows advertisers to make it a go-to platform for reaching a broad audience. Moreover, the market is poised for growth with advancements like the rise of 3D and mobile billboards. As per data from the Standard Norms Executive Council (Brazil), advertising spending in Brazil was 10.8% in 2023, which presents an opportunity for growth in the market.
- Moreover, it allows companies to measure the results of campaigns, and there is increased emphasis on measuring the effectiveness of OOH and DOOH campaigns through advanced metrics such as footfall data, dwell time, and audience demographics. It helps companies to justify advertising investments and optimize strategies.
- Brazil is known for hosting major events such as sports tournaments, cultural festivals, and international conferences, which provides opportunities for large-scale OOH and DOOH campaigns targeting local and international audiences. The 2024 Group of 20 (G20) Summit, scheduled for November 18-19, is one such example. The country also offers year-round celebrations, presenting filming prospects. Other events include the Formula 1 Grand Prix in São Paulo, the Brasil Game Show, and the globally acclaimed Tomorrowland festival in 2024, which present opportunities to do OOH advertising to attract consumer's attention.
Retail and Consumer Goods Hold Largest Market Share
- OOH and DOOH advertising empower retail brands to target consumers in specific geographic areas, like urban hubs and shopping districts, where foot traffic is higher compared to other locations. For instance, in 2023, Brazil announced the launch of five new shopping centers, collectively adding 99.6 thousand square meters of gross leasable area (GLA). Terrazo Shopping, located in Ceará, has an area of 30 thousand square meters of GLA, and it commenced its operations in July 2023.
- In April 2023, JCDecaux SE, the global leader in outdoor advertising, signed a significant deal with Carrefour Group Brazil, the nation's retail giant. The agreement centers on an advanced DOOH Retail Media solution supported by advanced data analytics. This strategic partnership helped establish JCDecaux's foothold in Brazil and also leveraged the country's extensive street network. Brazil has over 18,000 strategically placed advertising panels, primarily concentrated in its 11 vital urban centers.
- Advertisers and brand owners across the country are increasingly seeking innovative media for their advertising, fueling the growth of the out-of-home market. Moreover, growing competition is prompting organizations to prioritize impactful OOH campaigns, facilitating the demand for ooH solutions and, in turn, enhancing their visibility and driving business growth.
- Moreover, the country's OOH market is poised for a promising future, largely driven by the surge in digital displays. Notably, the digital OOH segment has outpaced its static counterpart in recent years. Yet, propelled by technological advancements, the static OOH segment is projected to maintain a substantial market share in the near future.
- Retailers are utilizing data analytics and audience insights to optimize OOH and DOOH campaigns. This includes targeting specific demographics, tracking consumer behavior, and measuring campaign effectiveness in real-time. Contextual targeting enhances the relevance and effectiveness of OOH advertising and helps increase the return on investment from advertising campaigns.
Brazil OOH and DOOH Industry Overview
The Brazil OOH And DOOH market is highly competitive and fragmented, consisting of some influential players such as Outdoor Central, Adsmovil, Clear Channel IP LLC, JCDecaux Brazil, and others. These players, with noticeable shares in the market, are concentrating on expanding their customer base across foreign countries. They leverage strategic collaborative actions to improve their market percentage and enhance their profitability.
- February 2024: Perion's Hivestack, a digital OOH advertising platform, unveiled a strategic alliance with Eletromidia, an OOH media firm in Brazil. This collaboration facilitated access to 46,000 Eletromidia displays for advertisers through Hivestack's supply-side platform. The Eletromidia network has a substantial daily viewership of around 29 million.
- October 2023: Central de Outdoor, Brazil’s outdoor media association, partnered with Adsmovil OOH to introduce ECOSS OOH. This new platform offers advanced data intelligence, audience measurement, and automation solutions tailored for the out-of-home (OOH) advertising sector. ECOSS OOH leveraged an OOH technology solution developed by Adsmovil OOH, a division of Adsmovil renowned for its audience-centric programmatic buying platform in Latin America.
Brazil OOH and DOOH Market Leaders
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Central de Outdoor
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Clear Channel IP, LLC.
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JCDecaux Brazil
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Eletromidia SA
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Hivestack Technologies Inc.
*Disclaimer: Major Players sorted in no particular order
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Brazil OOH and DOOH Market News
- April 2024: Vistar Media, a global provider of technology solutions for out-of-home media, unveiled a strategic collaboration with PRODOOH. PRODOOH, Latin America's premier programmatic OOH media firm, planned to introduce Vistar's advanced advertising capabilities to the region. Leveraging Vistar's technology, the local experts at PRODOOH planned to pioneer programmatic OOH in Latin America, starting with Mexico and Brazil and further expanding into Argentina, Chile, Colombia, and Peru.
- November 2023: Displayce, a demand-side platform focused on programmatic digital out-of-home (DOOH) advertising, and Place Exchange, a prominent supply-side platform (SSP) for programmatic OOH media, unveiled a strategic integration. This collaboration aimed to bolster the global DOOH supply and enhance marketing avenues for Displayce's clientele. Display seamlessly incorporated Place Exchange's extensive global inventory into its purchasing platform. This move introduced this to 40 new media owners and enhanced offerings in 14 established markets, spanning the United States, Brazil, Argentina, Mexico, and Chile.
Brazil OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Consumers
4.2.3 Threat of New Entrants
4.2.4 Competitive Rivalry within the Industry
4.2.5 Threat of Substitutes
4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
5.1.2 Increase in Air Traffic owing to Growth in Tourism Industry Driving Airport Advertisement
5.2 Market Restraints
5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to Assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Country (Based on Availability)
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
5.5.4 Use of Digital Signage Screens for Advertisement in the Country
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Others
6.2 By Application
6.2.1 Billboard
6.2.2 Transportation (Transit)
6.2.2.1 Airports
6.2.2.2 Others (Buses, etc.)
6.2.3 Street Furniture
6.2.4 Other Place-Based Media
6.3 By End-User Industry
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE*
7.1 Company Profiles
7.1.1 Central de Outdoor
7.1.2 Clear Channel IP LLC
7.1.3 JCDecaux Brazil
7.1.4 Eletromidia SA
7.1.5 Hivestack Technologies Inc.
7.1.6 VIOOH Limited
7.1.7 Rentbrella
- *List Not Exhaustive
8. FUTURE OUTLOOK
Brazil OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit & transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit, among others. The commission and production costs of agencies are excluded from the scope of work.
The OOH and DOOH market in Brazil is segmented by type (static [traditional] OOH and digital OOH [programmatic OOH and other DOOH types]), application (billboards, transportation [airports and others (buses, etc.)], street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end users). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | ||||
| Static (Traditional) OOH | ||||
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| By Application | ||||
| Billboard | ||||
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| Street Furniture | ||||
| Other Place-Based Media |
| By End-User Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
Brazil OOH and DOOH Market Research FAQs
How big is the Brazil OOH And DOOH Market?
The Brazil OOH And DOOH Market size is expected to reach USD 481.55 million in 2024 and grow at a CAGR of 4.16% to reach USD 590.53 million by 2029.
What is the current Brazil OOH And DOOH Market size?
In 2024, the Brazil OOH And DOOH Market size is expected to reach USD 481.55 million.
Who are the key players in Brazil OOH And DOOH Market?
Central de Outdoor, Clear Channel IP, LLC., JCDecaux Brazil, Eletromidia SA and Hivestack Technologies Inc. are the major companies operating in the Brazil OOH And DOOH Market.
What years does this Brazil OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Brazil OOH And DOOH Market size was estimated at USD 461.52 million. The report covers the Brazil OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Brazil OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Brazil OOH and DOOH Industry Report
Statistics for the 2024 Brazil OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Brazil OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
