A groundbreaking study conducted by IAB Brazil in partnership with Galaxies indicates 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 the current volume, while only 2% indicate an intention to reduce.
"More than numbers, this research provides us with insight into how the market has adopted DOOH and programmatic DOOH, the main challenges faced by agencies, advertisers, and media outlets, and the opportunities that open up for the future, and there are many," explains Silvia Ramazzotti, chair of the DOOH committee at IAB Brazil and marketing director at JCDecaux.
DOOH is primarily used to increase brand visibility (68%), promote products and services (39%), and to a lesser extent, generate direct conversion (14%). The guaranteed programmatic model, which ensures ad delivery, is preferred by most companies (53%) because it offers greater predictability. Formats such as open auction (27%) and non-guaranteed (20%) are still less common, as they require more technical knowledge.Currently, for 34% of companies, investment in DOOH accounts for less than 5% of the total budget, while 31% allocate between 5% and 10%."It's a strategic content that guides decisions and elevates the debate on innovation, data, and channel complementarity. Seeing IAB Brazil leading this movement only reinforces the important role it plays in our market," emphasizes Heitor Estrela, vice-president of the same committee and growth director at Eletromidia.
The study identified the main challenges for the advancement of programmatic DOOH: lack of standardized metrics (43%), limited integration with other channels (31%), high costs (30%), and restricted inventory (28%). Furthermore, 91% of professionals point out the need for training, mainly in results measurement and channel integration.
The research used synthetic personas technology, created from real interviews with industry professionals. With the support of artificial intelligence, the collected responses are analyzed and transformed into digital profiles that represent the different types of participants. Thus, even with a smaller sample, the research allows for strategic in-depth analysis and understanding of the audience quickly and accurately, with an assertiveness of up to 98%.
"Synthetic personas technology represents a significant methodological advancement for the DOOH market, enabling predictive analyses with accuracy and immediacy. The insights generated by this approach allow for more assertive investment decisions and optimized segmentation strategies for the different DOOH formats. We are only 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 was conducted with 133 people and data collection ended on April 7, 2025. People from the fields of Media and Planning, Marketing and Communication, and Creativity were interviewed.
To access the full study,Click here.
