Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Brazil

Brazil

Ad spending in the Digital Out-of-Home Advertising market in Brazil is forecasted to reach US$187.40m in 2024.
The expected annual growth rate (CAGR 2024-2029) is 3.43%, leading to a projected market volume of US$221.80m by 2029.
Brazil is expected to have a projected market volume of US$5,277.00m in 2024, making it one of the top countries in terms of ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market in Brazil is projected to reach US$0.86 in 2024.
Brazil is experiencing a surge in Digital Out-of-Home Advertising, leveraging its vibrant culture and tech-savvy population for impactful campaigns in urban centers.

Key regions: Europe, United States, United Kingdom, Germany, India

Market

Region

Region comparison

Currency

Analyst Opinion

Brazil, known for its vibrant culture and bustling cities, is also experiencing a significant development in the Digital Out-of-Home Advertising market. With a growing population and a strong economy, Brazil has become an attractive market for advertisers looking to reach a large and diverse audience. Customer preferences in the Digital Out-of-Home Advertising market in Brazil are influenced by several factors. Firstly, Brazilians have a strong affinity for outdoor activities and spend a significant amount of time outside their homes. This makes outdoor advertising an effective way to capture their attention. Additionally, with the increasing use of smartphones and other mobile devices, consumers in Brazil are becoming more connected and tech-savvy. They expect advertisements to be engaging, interactive, and tailored to their interests. One of the key trends in the Digital Out-of-Home Advertising market in Brazil is the adoption of digital signage. Traditional static billboards are being replaced by dynamic digital displays that can deliver more targeted and engaging content. These digital displays can be updated in real-time, allowing advertisers to deliver timely and relevant messages to their audience. Furthermore, digital signage allows for interactive features such as touch screens and augmented reality, enhancing the overall customer experience. Another trend in the market is the integration of data analytics and targeting capabilities. Advertisers in Brazil are increasingly leveraging data to better understand their audience and deliver personalized advertisements. By analyzing data on consumer behavior and demographics, advertisers can optimize their campaigns and ensure that their messages are reaching the right people at the right time. This data-driven approach is not only more effective but also more cost-efficient, as advertisers can minimize wastage by targeting specific segments of the population. In addition to customer preferences and market trends, there are also local special circumstances that impact the Digital Out-of-Home Advertising market in Brazil. One such circumstance is the country's diverse geography and population distribution. Brazil is the fifth largest country in the world, and its population is spread across urban, suburban, and rural areas. This presents both challenges and opportunities for advertisers, as they need to tailor their campaigns to different regions and demographics. Underlying macroeconomic factors also play a role in the development of the Digital Out-of-Home Advertising market in Brazil. The country has experienced steady economic growth in recent years, which has led to an increase in consumer spending. This has created a favorable environment for advertisers, as companies are willing to invest in marketing and advertising to capture a share of the growing consumer market. In conclusion, the Digital Out-of-Home Advertising market in Brazil is experiencing significant growth and development. Customer preferences, such as a preference for outdoor activities and a demand for personalized and engaging advertisements, are driving the market. Trends in the market include the adoption of digital signage and the integration of data analytics and targeting capabilities. Local special circumstances, such as the country's diverse geography and population distribution, and underlying macroeconomic factors, such as steady economic growth, also contribute to the development of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.