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

Traditional Out-of-Home Advertising - Brazil

Brazil

Brazil's Traditional Out-of-Home Advertising market is forecasted to reach US$248.50m in 2024.
The sector is anticipated to experience a compound annual growth rate (CAGR 2024-2029) of 0.36%, leading to a projected market size of US$253.00m by 2029.
The expected average ad spending per capita in the Traditional Out-of-Home Advertising market is set to be US$1.14 in 2024.
In Brazil, the rise of digital platforms is reshaping the landscape of Traditional Out-of-Home Advertising, driving innovative strategies and interactive experiences for consumers.

Key regions: France, United Kingdom, Asia, China, Germany

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Analyst Opinion

The Traditional Out-of-Home Advertising market in Brazil has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the increasing demand for outdoor advertising among Brazilian consumers. With the rise of digital advertising, many consumers are becoming overwhelmed with online ads and are seeking alternative ways to engage with brands. Traditional Out-of-Home Advertising provides a tangible and visually impactful way for brands to reach their target audience. Additionally, many Brazilian consumers value the authenticity and creativity of traditional outdoor ads, which can create a stronger emotional connection with the brand.

Trends in the market: A key trend in the Traditional Out-of-Home Advertising market in Brazil is the adoption of new technologies. Digital billboards and interactive displays are becoming more prevalent, allowing advertisers to create dynamic and engaging campaigns. This trend is driven by advancements in technology and the increasing availability of affordable digital signage solutions. By incorporating digital elements into traditional outdoor ads, brands are able to capture the attention of consumers in a more interactive and immersive way. Another trend in the market is the use of data-driven targeting. Advertisers are leveraging data analytics to better understand their target audience and optimize their outdoor campaigns. By analyzing factors such as demographics, location, and consumer behavior, advertisers can ensure that their ads are displayed in the most relevant and impactful locations. This trend is fueled by the increasing availability of data and the advancements in data analytics tools.

Local special circumstances: Brazil is known for its vibrant and diverse culture, and this is reflected in the Traditional Out-of-Home Advertising market. Advertisers in Brazil often incorporate local customs, traditions, and humor into their outdoor campaigns to resonate with the local audience. This localized approach helps to create a stronger connection between the brand and the consumers.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Brazil is also influenced by the country's economic development. As the Brazilian economy continues to grow, more companies are investing in advertising to promote their products and services. Additionally, the increasing urbanization in Brazil has led to a higher concentration of people in cities, making outdoor advertising a highly effective way to reach a large audience. In conclusion, the Traditional Out-of-Home Advertising market in Brazil is experiencing growth due to the increasing demand for outdoor advertising among Brazilian consumers. The adoption of new technologies and data-driven targeting are key trends in the market, allowing advertisers to create more dynamic and relevant campaigns. The local culture and economic development of Brazil also play a significant role in shaping the market. Overall, the future looks promising for the Traditional Out-of-Home Advertising market in Brazil as it continues to evolve and adapt to the changing preferences and needs of consumers.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.