South America OOH And DOOH Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

South America OOH And DOOH Market Trends and Insights

Programmatic-ready Street Furniture Roll-outs

Municipal contracts increasingly bundle digital bus shelters, kiosks, and information panels with Wi-Fi hotspots and environmental sensors, creating long-term revenue streams that subsidize hardware costs. Eletromidia operates 66,652 advertising faces across 80 Brazilian cities and reports that orders for programmatic-enabled street furniture are rising faster than those for classic billboards. About one-quarter of all Brazilian DOOH campaigns now trade programmatically, matching adoption levels in mature Western markets. Twelve- to fifteen-year concession terms give operators predictable cash flows to amortize LED outlays, while programmatic yield management adds upside during peak demand windows.

5G and Edge Computing Enabling Real-Time Creative Optimisation

American Tower maintains 48,000+ sites in South America, many hosting micro-edge data centers that provide sub-10 ms latency essential for dynamic bidding and content swaps. AWS Local Zones in Rio, Bogotá, Buenos Aires, Lima, Querétaro, and Santiago support AI-driven creative that responds to weather, traffic, or audience composition in real time. Operators leveraging distributed compute shorten ad-render times, cut the risk of auction timeouts, and enable privacy-preserving on-device analytics.

First-Party Telco Mobility Data Partnerships

Claro, TIM Brasil, and Telefónica agree to share anonymized mobility insights with screen networks under Brazil’s LGPD framework, allowing advertisers to buy impressions based on verified footfall and dwell time. Eletromidia uses telco signals to build hourly audience profiles, boosting CPMs by up to 18% versus location proxies. Similar tie-ups in Mexico and Argentina provide a measurement layer that aligns DOOH with digital video standards.

Mainstream Migration of TV and CTV Budgets into DOOH

Dentsu projects that DOOH will grow 8.6% in 2025 as linear TV loses reach among younger audiences. Advertisers appreciate unified buying platforms where DOOH inventory appears alongside online video, allowing frequency capping and incremental reach analysis. JCDecaux generated EUR 100.2 million in programmatic sales in 2023 and targets 20–30% of digital revenue from automated channels by 2025.

Currency Volatility Inflating Imported LED Hardware Costs

Exchange rate fluctuations against the USD create cost inflation for LED displays, which remain predominantly imported from Asian manufacturers. The Brazilian Senate's LED panel procurement totaling BRL1.6 million for institutional displays highlights the significant capital requirements for high-quality digital infrastructure. Argentine peso devaluation and Chilean peso fluctuations compound procurement challenges for operators planning multi-year rollout programs. This currency exposure creates competitive advantages for operators with USD-denominated financing or established supplier relationships that provide currency hedging mechanisms.

Fragmented Municipal Permitting Laws

Regulatory complexity across South American jurisdictions creates operational inefficiencies and expansion delays for DOOH operators seeking regional scale. Municipal permitting requirements vary significantly between cities, with some jurisdictions like Mexico City implementing comprehensive digital signage regulations while others maintain outdated frameworks designed for static advertising. Costa Rica's national advertising regulations provide more standardized frameworks, but implementation varies at the municipal level, creating compliance challenges for operators seeking nationwide coverage. 

Segment Analysis

By Type: Digital Formats Capture 56.83% of Revenue While Programmatic Grows 8.22% Annually

Digital OOH captured 56.83% South America OOH and DOOH market share in 2024, establishing clear dominance over static formats as operators prioritize higher-yield inventory capable of dynamic content delivery and programmatic integration. The South America OOH and DOOH market size for digital formats continues to expand as advertisers shift budgets toward measurable, targetable inventory that provides attribution data comparable to digital advertising channels. Programmatic OOH represents the fastest-growing subsegment at 8.22% CAGR through 2030, driven by advertiser demand for automated buying workflows and real-time optimization capabilities.

OXXO's deployment of over 8,000 digital screens across Mexico demonstrates the scale potential for retail-integrated DOOH networks, with Place Exchange providing programmatic infrastructure that enables automated inventory trading. The programmatic integration transforms static advertising locations into dynamic inventory pools where pricing fluctuates based on real-time demand, weather conditions, and audience demographics. This technological evolution creates sustainable competitive moats for operators who invest in programmatic infrastructure, as manual trading processes cannot match the efficiency and yield optimization of automated systems.

By Application: Transportation Grows 7.44% Annually While Billboards Maintain 38.74% Share

Billboard applications maintained 38.74% South America OOH and DOOH market share in 2024, reflecting their continued importance for mass-reach campaigns, while Transportation segments achieve 7.44% CAGR through 2030, outperforming static formats through digitization and extended audience exposure times. The South America OOH and DOOH market size for transportation applications benefits from captive audiences with extended dwell times, enabling premium pricing for luxury and travel-related advertising categories. Street Furniture applications gain momentum through smart city integration, where digital bus shelters and kiosks provide municipal services alongside advertising inventory.

JCDecaux's presence in 22 commercial airports across South America, with 5,643 advertising panels, demonstrates the strategic value of transportation inventory where passenger flow patterns enable predictive pricing and dynamic content optimization. São Paulo's metro Orange Line expansion, targeted by Eletromidia for major concession opportunities, illustrates how transportation infrastructure development creates new DOOH inventory in high-traffic corridors. Transportation DOOH also benefits from integrated mobility data that enables audience verification and campaign attribution, addressing measurement standardization challenges that limit programmatic adoption in other application categories.

By End User: Retail Maintains 31.82% Share While Healthcare Grows 7.44% Annually

Retail and Consumer Goods commanded 31.82% South America OOH and DOOH market share in 2024, leveraging DOOH's ability to drive immediate purchase decisions through location-based messaging and promotional campaigns. Healthcare achieves the fastest growth at 7.44% CAGR through 2030, driven by pharmaceutical companies and healthcare providers utilizing DOOH's controlled environment advantages for compliance-sensitive messaging. The South America OOH and DOOH market size for healthcare applications benefits from DOOH's unique ability to deliver targeted health messaging in controlled environments where audience attention levels exceed traditional advertising channels.

Grupo NÓS's expansion into Brazilian favelas, installing 100 new digital screens across 12 communities with programmatic integration, demonstrates healthcare sector opportunities in underserved markets where traditional media penetration remains limited. Pharmaceutical companies particularly value DOOH's compliance capabilities, where content approval workflows and automated scheduling ensure regulatory adherence across multiple jurisdictions. The retail media network expansion, exemplified by Carrefour Brazil's partnership with JCDecaux for in-store digitization, creates omnichannel advertising opportunities that integrate street-level DOOH with point-of-sale messaging.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

Brazil dominates the South American DOOH landscape through established infrastructure and regulatory frameworks that support large-scale digital deployments. Eletromidia's 66,652 panel network across 80 Brazilian cities demonstrates the market's maturation, with Q1 2024 net income reaching BRL 66 million, representing 6x year-over-year growth driven by events sector expansion and programmatic adoption. Globo's BRL 1.7 billion acquisition of Eletromidia control, approved by CADE in December 2024, signals major media conglomerate confidence in DOOH growth potential and cross-channel integration opportunities. The Brazilian South America OOH and DOOH market share benefits from advanced programmatic infrastructure, with 25% of DOOH campaigns incorporating programmatic elements and 51% using exclusively programmatic buying workflows.

Mexico represents the second-largest market opportunity, with OXXO's 8,000+ digital screen deployment demonstrating retail media network scale potential and programmatic integration capabilities. Global Vía Pública's USD 34 million acquisition of Clear Channel operations in Mexico, Peru, and Chile creates a regional platform spanning five key South American markets with integrated DOOH capabilities. Central America benefits from JCDecaux's systematic consolidation, including the merger with Grupo Publigrafik creating a joint venture across six countries and the acquisition of IMC in Costa Rica, establishing comprehensive regional coverage with approximately 24,000 combined advertising panels. The formation of ALOOH (South American Out of Home Association) in August 2024, representing over 25 companies across Argentina, Colombia, Mexico, and Uruguay, creates industry coordination mechanisms that could accelerate standardization and cross-border campaign facilitation.