DOOH moved R$ 4.4 billion in Brazil in 2025 — IAB Brasil's first formal estimate
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.
The 2026 edition of the Digital Adspend survey (IAB Brasil in partnership with IBOPE) produced, for the first time, a formal estimate for DOOH in Brazil: R$ 4.4 billion moved in 2025. The category covers urban furniture, airports and commercial buildings, and now sits among the 12 channel categories the study tracks.
What this means for advertisers in Brazil: digital out-of-home has an official number — and an official number becomes a budget line. With measurement standardising and inventory moving into programmatic buying, DOOH stops being “institutional spend” and starts competing for the media plan on metrics comparable to digital channels.