We’re excited to announce that digital out-of-home (DOOH) inventory is now available across Brazil — Latin America’s largest and fastest-growing programmatic DOOH market — through Vistar’s global demand-side platform (DSP). From the iconic avenues of São Paulo to high-traffic transit hubs, shopping centers and residential buildings nationwide, advertisers can now plan and activate campaigns in Brazil using the same tools, workflow and data capabilities they rely on in other global markets.
Read on to explore the inventory now available, the audiences you can reach and the cultural moments that make Brazil a must-have market in your global media strategy.
Latin America’s out-of-home (OOH) market is on a sharp growth trajectory. According to WOO, in 2024 the LATAM OOH market was already at $2.7B. At the center of this momentum is Brazil, which accounts for over one-third of the total OOH investment across the region.
Already the largest and fastest-growing programmatic DOOH (pDOOH) market in LATAM, Brazil is setting the pace for digital transformation in out-of-home. Today, 31% of all OOH in LATAM is digital, and Brazil is rapidly increasing the share of its DOOH delivered programmatically — with adoption expected to accelerate significantly by 2030.
This rapid adoption of pDOOH is creating a massive opportunity for global brands to expand their campaigns into Brazil and reach one of the most dynamic and fast-growing markets in the world.
With DOOH inventory now available in Brazil on Vistar’s platform, advertisers gain access to a growing network of premium screens in the country’s more high-traffic, high-impact environments. From upscale shopping centers to international airports, brands can activate across a wide range of venue types and reach consumers where they live, shop, travel and spend time.
Vistar has partnered with a robust roster of media owners to offer expansive digital coverage. Through partners like Eletromidia, Helloo (residential and malls), Kallas, JCDecaux and RZK, advertisers can access roadside displays, elevator screens in residential and office buildings, in-store placements, transit hubs and more — with over 30,000 screens live and growing rapidly.
Through ad networks like AdMooh, buyers can also reach inventory from well-known media owners such as NEOOH, BDrops and OOH Brasil, which extends reach even further. To explore all available inventory and learn more about the media owners in Brazil, check out our Inventory Discovery.
LATAM is home to some of the most vibrant and culturally significant events in the world making it an ideal region for contextually timed DOOH campaigns. From the unmatched energy of Carnaval to the festive shopping rush of Black Friday, DOOH campaigns can align with moments that move consumers.
Here are a few key moments throughout the year to consider when planning in the region:
To help brands connect with the right audience in Brazil, Vistar offers a robust library of visitation-based audience segments powered by Foursquare, a global leader in location intelligence. These audiences are built using real-world behavioral data, giving marketers the ability to target based on where people go and what those movements say about their lifestyle.
Foursquare segments allow advertisers to target a wide range of audiences including:
All segments are available directly within Vistar’s DSP and can be activated programmatically across live inventory in Brazil.
Measurement is essential to understand the true impact of DOOH, and it’s not just how many people could have seen your ad, but what that exposure led to. In Brazil, advertisers have access to foundational tools that support this evaluation.
This includes Opportunity to See (OTS) studies, which help estimate how many people had a chance to view your ad, and Market Pulse studies, which offer directional insight into brand awareness and perception. Both are available through measurement partner, Dynata, making it easier for advertisers in Brazil to understand how their campaigns performed and inform future plannings.
We’re thrilled to bring more LATAM inventory into our growing global marketplace and especially excited to help advertisers tap into the momentum of Brazil’s booming DOOH ecosystem. Contact us.