By Kauê Magrini, Head of Sales Brazil at Displayce
As Brazil’s advertising landscape becomes increasingly digital, brands are looking for channels capable of combining reach, contextual relevance and measurable impact. Programmatic Digital Out-of-Home (pDOOH) is emerging as one of the strongest solutions to bridge physical presence and digital expectations. With a mature OOH culture and growing investment in data-driven strategies, the Brazilian market is now in a prime position to scale programmatic DOOH and integrate it more deeply into omnichannel media plans.
The rise of programmatic DOOH in Brazil’s evolving OOH market
Brazil’s Out-of-Home (OOH) market has long been central to how brands communicate in public spaces. What is changing today is not the medium itself but the way advertisers expect it to perform. As digitalisation accelerates, the conversation increasingly focuses on relevance, adaptability and measurement. This shift is driving adoption of programmatic DOOH in Brazil, enabling advertisers to activate screens with precision and react to real-world dynamics in real time.
Why contextual advertising is driving programmatic DOOH adoption
Across the Brazilian market, brands want messages that reflect people’s daily environments. Instead of broadcasting a single creative nationwide, advertisers tailor communication to the time of day, weather, neighbourhoods, mobility flows or retail hotspots.
This is where contextual DOOH stands out. By using data signals intelligently, pDOOH allows campaigns to adapt to local conditions and make each impression more meaningful. The result is a media experience that feels more coherent with the rhythms of Brazilian cities and more valuable for people on the move.
Programmatic DOOH and retail media: a growing synergy in Brazil
This evolution aligns with the rapid rise of retail media in Brazil. As retailers expand their media capabilities and focus on shopper journeys, pDOOH offers a natural complement.
Its ability to:
- activate messages near points of sale,
- adapt to local demand signals,
- and measure store traffic,
makes it a strong lever for influencing behaviour along the path to purchase. As retail media networks become more sophisticated, DOOH’s contextual and measurable attributes bring additional value by reinforcing visibility around key retail areas.
Success story: How a leading ride-hailing app used contextual DOOH in São Paulo, Rio de Janeiro and Brasilia
A recent campaign for a ride-hailing app, run in São Paulo, Rio de Janeiro and Brasilia, illustrates this contextual approach. Delivered through Displayce’s media buying platform, the activation was built around a series of triggers designed to adapt each message to specific conditions. A dedicated creative appeared when it was raining, another when temperatures rose above 28°C, a night version ran from midnight to 4 a.m., and additional messages were activated near parks, malls, major avenues and tourist areas. An always-on creative completed the setup.
This approach demonstrated how data-driven triggers can adjust communication to everyday environments, helping brands connect more effectively with audiences in motion and strengthening the overall impact of the message.
Measurement: how pDOOH improves brand lift and drive-to-store in Brazil
Measurement capabilities have advanced significantly, positioning pDOOH measurement as a core component of modern media planning.
Two areas are driving this progress:
- Brand lift measurement
Brand lift surveys evaluate how DOOH exposure influences indicators such as awareness, recall, brand perception and purchase intent. In 2024, Displayce observed an average uplift of +33 points in brand consideration across measured campaigns in Brazil, strong evidence of DOOH’s ability to influence upper-funnel outcomes. - Drive-to-store measurement
Brands increasingly follow how exposure contributes to incremental store visits. This offers clear insights into people’s behaviour and strengthens DOOH’s position as a measurable performance channel, especially in retail-oriented strategies.
The omnichannel impact of DOOH: search, social and mobile uplift
DOOH does not act in isolation. It amplifies the performance of other digital channels, a dynamic now well documented.
- IPA Databank research shows that DOOH can increase search effectiveness by +54% and social media by +20%.
- Mobile strategies also benefit: Locala reports that combined DOOH + mobile campaigns can drive up to +127% store traffic.
This halo effect is increasingly important as brands in Brazil build true omnichannel strategies, where DOOH strengthens digital activations and supports consistent storytelling across touchpoints.
Why Brazil is positioned to scale programmatic DOOH in 2025
Brazil combines two major strengths:
- a culturally influential OOH landscape,
- and strong digital capabilities fuelled by data, mobility insights and retail media expansion.
Sectors such as retail, automotive and finance are already using programmatic DOOH to support visibility and outcomes. The opportunity ahead is to make this approach systematic, leveraging contextual data responsibly, adopting measurement consistently and connecting DOOH more directly with digital ecosystems.
Conclusion: connecting physical impact with meaningful insights
Programmatic DOOH does not replace traditional OOH. It complements it by bringing clarity, context and measurability to a medium that already has strong cultural reach in Brazil. As advertisers look to connect physical presence with digital intelligence, pDOOH offers a reliable, scalable and measurable solution, one that strengthens omnichannel media strategies and aligns communication with the everyday life of Brazilian cities.
