13 signals
Bytemerica Radar
What changed in the Brazilian media market — in short, sourced signals.
For the first time, the Digital Adspend survey (IAB Brasil/IBOPE) put a formal number on DOOH: R$ 4.4 billion moved in 2025, covering urban furniture, airports and commercial buildings.
Source: IAB Brasil · Digital Adspend 2026
- Out-of-Home (DOOH)Eletromidia takes over media on São Paulo metro's Line 6-Orange: 1,600+ touchpoints across 15 stations
The contract with Concessionária Linha Uni covers deployment and operation of digital and static media on Line 6-Orange, with more than 1,600 touchpoints across 15 stations from October 2026.
Source: ABRAMARK
- Out-of-Home (DOOH)Eletromidia opens 55,000 screens to programmatic buying via Place Exchange by Broadsign
The integration announced in March 2026 makes Eletromidia's premium inventory programmatically buyable — 55,000 screens across residential and commercial buildings, transport, airports, urban furniture and malls.
Source: Place Exchange
- Out-of-Home (DOOH)IAB Brasil publishes the 2026 edition of its programmatic DOOH guide, written by 17 companies
The guide “Programmatic DOOH: A Guide for Advertisers – 2026 Edition” was produced by IAB Brasil's working group with 22 representatives from 17 companies, focused on the Brazilian market.
Source: propmark
- TikTok & Kwai AdsKwai launches KCX: subsidised creative production for brands investing in media on the platform
KCX (Kwai Creative Exchange) offers creative development at no production cost, with multiplatform usage rights and partners including Porta dos Fundos and Endemol Shine Brasil.
Source: ABRAMARK
- Other ChannelsDigital advertising in Brazil grows 12.7% to R$ 42.7 billion; video is already 49% of spend
The Digital Adspend 2026 survey (IAB Brasil/IBOPE) records R$ 42.7 billion invested in digital media in Brazil in 2025 (+12.7%), with video at 49% and social at 55% of the total.
Source: IAB Brasil · Digital Adspend 2026
- SMS & MessagingRCS reaches 145 million active users in Brazil; over a thousand companies already use the channel
Brazil hit 145 million active RCS users in June 2026 — 10 million more than at the end of 2025 — with over a thousand companies using the channel, among them iFood, Globoplay and Motorola.
Source: Mobile Time
- SMS & MessagingRCS is reshaping SMS in Brazil: 135 million devices and a shift to the conversational model
With 135 million enabled devices, RCS is moving Brazilian messaging from one-way blasts to complete journeys inside the conversation — selling, guiding and resolving without leaving the chat.
Source: AdNews
- Other ChannelsBrazil set to lead global retail media growth for a third straight year: +38.4% in 2026
eMarketer projections put Brazilian retail media up 38.4% in 2026 to US$ 1.67 billion — global growth leadership for the third consecutive year — reaching US$ 3.14 billion by 2029.
Source: E-Commerce Brasil
The 2026 TikTok Ad Awards added two categories: “Is That AI?”, for generative AI in campaigns, and “TikTok Made Me Buy It”, for efficiency inside TikTok Shop.
Source: Meio & Mensagem
The Digital 2026 Brazil report estimates TikTok's advertising reach at roughly 131 million users aged 18+ — 80.3% of the country's adult population.
Source: DataReportal · Digital 2026 Brazil
Between May 2025 and March 2026, average daily GMV generated by lives on TikTok Shop Brazil grew 96-fold; the number of daily broadcasts rose 20-fold.
Source: TikTok Newsroom Brasil
- TikTok & Kwai AdsTikTok World 2026: TopReach, Branded Buzz and Smart+ widen the format menu for advertisers
At TikTok World 2026 (19 May), TikTok announced the TopReach, Branded Buzz and Logo Takeover formats, the evolution of Smart+ and an AI-generated performance summary.
Source: TikTok Newsroom Brasil