A groundbreaking study developed by IAB Brasil in partnership with Galaxies points to a growth scenario for the Digital Out-of-Home (DOOH) market in the country. According to the study, 71% of companies in Brazil plan to increase investments in the channel in the coming months. Another 28% will maintain current spending levels, while only 2% indicate intentions to reduce investments.
“More than just numbers, this research gives us insight into how the market has adopted DOOH and programmatic DOOH, the main challenges faced by agencies, advertisers, and media owners, and the opportunities that lie ahead—and there are many,” explains Silvia Ramazzotti, chair of the DOOH committee at IAB Brasil and marketing director at JCDecaux.
DOOH is primarily used to increase brand visibility (68%), promote products and services (39%), and, to a lesser extent, drive direct conversions (14%). The guaranteed programmatic model, which ensures ad delivery, is preferred by most companies (53%) for offering greater predictability. Formats like open auction (27%) and non-guaranteed (20%) are still less common, as they require more technical expertise. Currently, for 34% of companies, DOOH investment represents less than 5% of the total budget, while 31% allocate between 5% and 10%. “This is strategic content that guides decisions and elevates the debate about innovation, data, and channel complementarity. Seeing IAB Brasil leading this movement reinforces the important role it plays in our market,” emphasizes Heitor Estrela, vice-chair of the same committee and growth director at Eletromidia.
The study identified the main challenges for advancing programmatic DOOH: lack of standardized metrics (43%), limited integration with other channels (31%), high costs (30%), and restricted inventory (28%). Additionally, 91% of professionals point to the need for training, particularly in results measurement and channel integration.
The research used synthetic persona technology, created from real interviews with industry professionals. With the support of artificial intelligence, the collected responses are analyzed and transformed into digital profiles representing different types of participants. Thus, even with a smaller sample, the research enables strategic depth in analysis and audience understanding quickly and accurately, with up to 98% accuracy.
“Synthetic persona technology represents a significant methodological advancement for the DOOH market, enabling predictive analyses with precision and immediacy. The insights generated by this approach allow for more assertive investment decisions and optimized segmentation strategies for different DOOH formats. We are just at the beginning of applying this technology, which has the potential to revolutionize how we measure results and integrate DOOH with other channels,” says Daniel Victorino, CEO of Galaxies.
The survey included 133 people and concluded data collection on April 7, 2025. Respondents came from Media and Planning, Marketing and Communication, and Creativity fields.
To access the full study,click here.
