By Brazil Stock Guide – Eletromidia, Brazil’s largest out-of-home advertising company and part of Grupo Globo, said on Friday it plans to invest more than R$1 billion over the next five years to digitize its street advertising inventory and expand its network to 150,000 digital screens nationwide.
The company aims to reach 100 million unique people across Brazil. Eletromidia currently reaches about 64 million people monthly through 70,000 digital advertising assets and more than 90,000 advertising locations.
The expansion includes a proposed highway advertising operation with infrastructure operators Motiva (B3: MOTV3) and EcoRodovias (B3: ECOR3), subject to approval by Brazilian antitrust regulator CADE. The partnership plans to develop a fully digital advertising network along 12 major highways in São Paulo state. Eletromidia also intends to expand into more than 100 municipalities and double its network of screens in residential and commercial buildings to 100,000.
The company is also investing in data-driven advertising technology, integrating Grupo Globo’s database of 100 million registered users into its platform. The initiative will allow advertisers to combine their own customer information with audience data to develop and measure campaigns. Eletromidia also introduced MIA, an artificial intelligence platform designed to automate advertising production and adjust campaigns in real time based on location, weather and traffic conditions.
Eletromidia said a study conducted with marketing analytics firm Uncover, covering more than 50 advertisers and R$12 billion in media spending, found that campaigns on its network generated returns on advertising spending 35% higher than the average of other major media channels. The company did not disclose the full methodology behind the findings.
The investment plan also includes advertising partnerships linked to the 2027 FIFA Women’s World Cup in Brazil, the National Basketball Association (NBA), Formula 1 and major music festivals. Chief Executive Officer Alexandre Guerrero said the company aims to combine its physical advertising network with consumer data and technology to help brands improve campaign effectiveness.
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