Mapping of the Brazilian Digital-Out-of-Home (DOOH) Ecosystem and Major Challenges in Metrics and Data

The Digital Out of Home (DOOH) market is growing rapidly in Brazil, with projections reaching R$ 3.4 billion by 2025. However, despite the growth, the Brazilian ecosystem faces challenges in metrics and data, which may compromise the effectiveness of advertising campaigns.

What is DOOH?

The DOOH is a form of advertising that uses digital screens to present messages to an audience in public locations such as stadiums, airports, stores and etc. In other words, it's a way of communication that uses digital technology to reach the audience in different physical spaces.

Main Challenges of the DOOH Ecosystem in Brazil

One of the main challenges in Brazil's DOOH ecosystem is the lack of standardization in metrics and data. This can lead to uncertainty about the effectiveness of advertising campaigns and a lack of transparency in results. Additionally, the lack of specialization in the sector and high turnover of resources can also negatively impact market growth.

What is the impact of lack of standardization on metrics and data in Brazilian Digital Out-of-Home?

Lack of standardization in metrics and data can lead to comparison problems between regions, making it difficult to evaluate the effectiveness of advertising strategies. Additionally, it may also generate distrust among investors, which could reduce confidence in media outlets and make market growth more challenging.

Solutions for Metric and Data Challenges

To overcome the challenges in metrics and data in the Brazilian DOOH ecosystem, it is crucial to create standards and norms for collecting and analyzing data. Additionally, training specialists in the sector and improving transparency in advertising campaign results are also important.

Benefits of Standardization in Metrics and Data

Standardizing metrics and data can bring several benefits to the Brazilian DOOH ecosystem, such as facilitating comparison between campaigns, improving transparency in results, and reducing errors in metrics. This may also increase confidence in advertising media and stimulate market growth.

Why standardization in metrics and data is crucial for the success of Brazilian DOOH

Standardization in metrics and data is crucial for the success of Brazilian DOOH because it enables market players to work more effectively and transparently, reducing uncertainty and mistrust among investors. This can also attract new investments and stimulate market growth.