Vistar expands programmatic DOOH access to Brazil market

Digital out-of-home advertising platform Vistar Media announced on August 26, 2025, the availability of programmatic DOOH inventory across Brazil through its global demand-side platform. The expansion marks entry into Latin America's largest and fastest-growing programmatic DOOH market, providing access to over 30,000 screens nationwide.

According to WOO data cited in Vistar's announcement, the Latin America out-of-home market reached $2.7 billion in 2024. Brazil accounts for over one-third of total OOH investment across the region, establishing itself as the dominant market for digital transformation in outdoor advertising.

The Brazilian market represents 31% of all OOH advertising in Latin America currently delivered through digital formats. Vistar projects that Brazil will rapidly increase the share of DOOH delivered programmatically, with adoption expected to accelerate significantly by 2030.

Technical infrastructure and media partnerships

Vistar has established partnerships with multiple media owners to deliver expansive digital coverage across Brazil's high-traffic environments. The platform connects advertisers with inventory from Eletromidia, Helloo, Kallas, JCDecaux, and RZK, providing access to roadside displays, elevator screens in residential and office buildings, in-store placements, and transit hubs.

Through ad networks including AdMooh, buyers can access additional inventory from media owners such as NEOOH, BDrops, and OOH Brasil. This extended network architecture allows advertisers to reach consumers across shopping centers, international airports, residential buildings, and high-traffic transit locations.

The screens span from São Paulo's iconic avenues to shopping centers and residential buildings nationwide. Vistar's Inventory Discovery system enables advertisers to explore all available inventory and learn about specific media owners operating in the Brazilian market.

Data-driven audience targeting capabilities

Vistar offers audience segments powered by Foursquare's location intelligence platform, utilizing real-world behavioral data to enable targeting based on consumer movement patterns and lifestyle indicators. The segments cover demographic categories including age, gender, and household income, alongside behavioral targeting for concert attendees, sports fans, and coffee shop visitors.

Purchase behavior segments target luxury shoppers and discount shoppers, while lifestyle categories include pet owners, parents, and leisure travelers. All segments are available directly within Vistar's DSP and can be activated programmatically across live inventory in Brazil.

According to the company, these visitation-based audience segments give marketers the ability to target based on where people go and what those movements reveal about their lifestyle patterns.

Cultural moments and seasonal opportunities

Brazil's cultural calendar provides multiple opportunities for contextually timed DOOH campaigns. Carnaval in February and March represents one of the largest cultural celebrations globally. Dia das Mães in May serves as Mother's Day and one of Brazil's biggest retail events.

Festas Juninas in June encompass traditional mid-year festivals across Brazil, while Black Friday in November creates massive retail opportunities with holiday sales. The Brazilian football season provides powerful leverage for sport-driven campaigns, while the São Paulo Grand Prix brings international attention through Formula One championship racing.

Holiday travel from December through January represents prime time for transit and retail messaging across the Brazilian market.

Measurement and evaluation tools

Advertisers gain access to foundational measurement tools through Vistar's partnership with Dynata. Opportunity to See studies estimate how many people had chances to view specific advertisements, while Market Pulse studies offer directional insights into brand awareness and perception changes.

According to Vistar, measurement capabilities extend beyond counting potential viewers to understanding what exposure led to in terms of consumer behavior and brand impact. These tools support campaign evaluation and inform future planning decisions for advertisers operating in the Brazilian market.

Strategic context within DOOH expansion

This launch occurs as programmatic DOOH demonstrates global growth momentum. China's programmatic DOOH adoption reached 30% in 2025, marking a 6-percentage-point increase from 24% in 2023, according to recent industry research.

Major industry players continue expanding programmatic capabilities across diverse markets. VIOOH recently partnered with Vengo to provide access to over 65,000 digital screens across the United States, representing 9% of the US digital OOH market.

European expansion has also accelerated, with partnerships bringing programmatic DOOH to premium office buildings across the United Kingdom, France, and Germany.

For marketing professionals, Brazil's entry into programmatic DOOH represents access to one of the world's most dynamic consumer markets through familiar digital advertising tools and workflows. The ability to plan and activate campaigns using the same technology platforms employed in other global markets eliminates operational complexity while providing access to Latin America's largest advertising economy.

The expansion reflects broader industry trends toward global programmatic infrastructure enabling centralized campaign management across diverse geographic markets. Advertisers can now integrate Brazilian DOOH inventory into worldwide media strategies without requiring separate planning tools or operational processes.

Industry consolidation continues shaping the programmatic DOOH landscape, with major acquisitions and partnershipsestablishing unified platforms serving multiple advertising channels. This development pattern suggests continued integration of DOOH capabilities within existing programmatic advertising infrastructures.

Brazil's rapidly growing programmatic adoption creates opportunities for global brands to expand campaigns into one of the world's most culturally vibrant markets. The combination of sophisticated targeting capabilities, extensive screen networks, and established measurement tools positions Brazilian DOOH as a strategic component of international advertising campaigns.

Timeline

• February 15, 2024: JCDecaux launches global programmatic DOOH airport advertising offer across major international airports
• July 24, 2024: VIOOH and Intersection unite to expand programmatic DOOH across major US cities
• January 8, 2025: ECN and VIOOH partnership brings programmatic DOOH to European offices
• January 27, 2025: AFA Decaux expands DOOH network in Denmark with VIOOH
• February 12, 2025: JCDecaux launches programmatic digital advertising at Dubai airport
• June 18, 2025: Adform launches DOOH planner with inventory visualization
• August 5, 2025: Programmatic DOOH adoption reaches 30% in China
• August 20, 2025: IAB Australia releases comprehensive guide for programmatic DOOH buyers
• August 26, 2025: Vistar Media announces Brazil DOOH inventory availability
• August 26, 2025: VIOOH partners with Vengo for US programmatic advertising expansion

PPC Land explains

Programmatic DOOH (pDOOH): Programmatic digital out-of-home refers to the automated buying, selling, and delivery of outdoor advertising inventory through software platforms and real-time bidding systems. This technology enables advertisers to purchase DOOH space using the same data-driven approaches employed in online advertising, allowing for precise targeting, dynamic content delivery, and real-time campaign optimization across digital billboards and screens.

Demand-Side Platform (DSP): A demand-side platform serves as the technological infrastructure that enables advertisers and agencies to automatically purchase advertising inventory across multiple media channels through programmatic auctions. DSPs like Vistar's platform provide campaign management tools, audience targeting capabilities, real-time bidding functionality, and performance analytics, streamlining the media buying process while offering transparency and control over advertising investments.

Supply-Side Platform (SSP): Supply-side platforms connect media owners and publishers with programmatic advertising buyers, managing inventory availability and facilitating automated transactions. SSPs optimize revenue for publishers by enabling real-time auctions where multiple advertisers can bid on advertising space, while providing transparency around pricing and campaign performance metrics for both buyers and sellers.

Digital Out-of-Home (DOOH): Digital out-of-home advertising encompasses promotional content displayed on digital screens in public spaces, including billboards, transit stations, shopping centers, and office buildings. Unlike traditional static outdoor advertising, DOOH enables dynamic content updates, targeted messaging based on time and location, and immediate campaign modifications, making outdoor advertising more flexible and data-driven.

Audience Targeting: This capability allows advertisers to deliver specific messaging to defined consumer segments based on demographic characteristics, behavioral patterns, location data, and lifestyle indicators. In DOOH contexts, audience targeting leverages real-world movement data and venue-specific insights to reach consumers during relevant moments, such as displaying coffee advertisements near office buildings during morning commute hours.

Inventory: In advertising technology, inventory refers to available advertising space or time slots that media owners make accessible for purchase by advertisers. DOOH inventory includes specific screen locations, time periods, creative formats, and audience reach potential, with programmatic systems managing inventory availability in real-time to optimize both advertiser reach and publisher revenue.

Media Owners: These entities control physical advertising locations and screen networks, maintaining direct relationships with venue operators while managing technical infrastructure for content delivery. Media owners like JCDecaux, Eletromidia, and others provide the foundational inventory that programmatic platforms aggregate, ensuring advertisers can access premium locations while maintaining content quality and technical standards.

Impressions: An impression represents a single instance when an advertisement is displayed to a potential viewer, serving as the fundamental unit of measurement in digital advertising campaigns. DOOH impressions are calculated using factors like screen visibility, traffic patterns, and dwell time, with advanced systems incorporating real-world behavioral data to estimate actual viewing likelihood rather than simple exposure opportunity.

Real-time Bidding: This automated auction mechanism enables multiple advertisers to compete for individual advertising opportunities within milliseconds, with the highest bidder winning the right to display their advertisement. Real-time bidding ensures efficient price discovery while maximizing revenue for media owners and providing advertisers with immediate access to relevant inventory based on their targeting criteria and budget parameters.

Campaign Optimization: The process involves continuous analysis and adjustment of advertising campaigns using performance data, audience insights, and contextual factors to improve effectiveness and efficiency. DOOH campaign optimization leverages factors like weather conditions, local events, traffic patterns, and real-time performance metrics to automatically adjust creative content, targeting parameters, and budget allocation for maximum impact.

Summary

Who: Vistar Media, a global demand-side platform specializing in digital out-of-home advertising, launched programmatic DOOH inventory access for advertisers targeting Brazilian consumers.

What: The launch provides programmatic access to over 30,000 digital screens across Brazil through partnerships with media owners including Eletromidia, Helloo, Kallas, JCDecaux, and RZK, enabling automated campaign planning and execution.

When: Vistar announced the Brazil DOOH inventory availability on August 26, 2025, coinciding with expansion into Latin America's largest programmatic DOOH market.

Where: The inventory spans Brazil nationwide, from São Paulo's iconic avenues to shopping centers, international airports, residential buildings, and high-traffic transit hubs across all major metropolitan areas.

Why: Brazil represents over one-third of Latin America's $2.7 billion OOH market, with 31% of regional OOH advertising already delivered digitally and programmatic adoption expected to accelerate significantly by 2030, creating opportunities for global brands to reach dynamic consumer markets through established advertising technology infrastructure.