AdQuick aggregates Sao Paulo's 11,000+ digital screens -- Avenida Paulista, Faria Lima, Berrini, Itaim, GRU and CGH airports, and the Metro -- into one plan-buy-measure workflow. CPMs R$28 programmatic to R$160+ on Paulista and Faria Lima spectaculars; from R$8,000 through SP Fashion Week and F1 SP GP takeovers.
Latin America's largest DOOH market. IAB Brasil / Kantar Ibope audience measurement, CONAR self-regulation, and Cidade Limpa concession compliance — covered in one guide.
Digital Out-of-Home Advertising in São Paulo
40,000+ digital screens across the Metrô SP and CPTM networks, GRU/CGH airports, the post-Cidade Limpa digital estate along Avenida Paulista, Faria Lima, and Berrini, 8,000+ SPTrans bus stops, and premium malls — with CPMs from R$15 to R$350+ and programmatic test budgets from R$10,000.
DOOH has grown within tightly approved concession frameworks since Cidade Limpa: the São Paulo Metrô and CPTM commuter rail networks, São Paulo–Guarulhos International Airport (GRU, Latin America's largest airport by passengers) and Congonhas (CGH), the digital bus-stop network (the SPTrans concession run by Otima and RZK Digital), approved private-property digital at Avenida Paulista, Avenida Brigadeiro Faria Lima, Berrini, and Marginal Pinheiros clusters, premium shopping centres (Iguatemi, Shopping JK, Shopping Cidade Jardim, Morumbi Shopping, Shopping Pátio Paulista, Villa-Lobos, Eldorado, Center Norte), apartment (condomínio) elevator LCDs, office-building lobby screens, and place-based networks in academias (gyms), cafés, and the bar/restaurant scene.
Lines 1 Azul, 2 Verde, 3 Vermelha, 4 Amarela, 5 Lilás, 15 Prata plus CPTM commuter rail — 7.5M combined daily riders. Eletromidia holds the dominant Metrô SP advertising concession.
São Paulo–Guarulhos International (GRU) is Latin America's largest airport. JCDecaux Brasil runs premium digital concessions across T1, T2, T3 plus Congonhas (CGH) for São Paulo–Rio shuttle business.
8,000+ bus stops digitised under the Otima / RZK Digital concession with Broadsign-enabled infrastructure — one of the world's largest bus-stop DOOH networks by screen count.
Approved LED clusters at Paulista, Faria Lima, Berrini, Pinheiros, Vila Olímpia, and Morumbi; premium malls; condomínio and office elevator LCDs; academias, cafés, bares, and cinemas.
| Metric | 2026 Snapshot |
|---|---|
| Estimated digital OOH screens in São Paulo | 40,000+ |
| Dominant media owners | JCDecaux Brasil, Eletromidia, Otima, RZK Digital, Clear Channel Brasil, Ponto OOH, kallas Mídia OOH, LATAM Airlines Media, GRU Airport media concessionaires |
| Lowest self-serve programmatic entry | R$10,000–R$30,000 (USD $1,800–$5,500) via AdQuick, Displayce, Vistar, VIOOH |
| Typical CPM range | R$15 (bus stop/elevator) to R$350+ (premium landmark) |
| Brazilian audience currency | IAB Brasil pDOOH standards, Kantar Ibope Media, GfK, operator-reported impressions, mobile panel verification |
| Regulator | CONAR (Conselho Nacional de Autorregulamentação Publicitária), SENACON / Procon for consumer protection, ANVISA for medical/food, CVM for securities |
| Cidade Limpa (Clean City Law) | Lei Cidade Limpa (Law 14.223/2006) — prohibits static outdoor advertising on private property and most roadside inventory; digital permitted on approved concessions only |
| Metrô / airport / bus-stop approval | Metrô SP / CPTM advertising concessionaires, GRU Airport / CGH concessionaires, SPTrans bus-stop concession (Otima / RZK Digital) |
DOOH pricing in São Paulo depends on venue type, format, daypart, campaign duration, and buying model. Four pricing models are in active use.
Cost per thousand impressions. Increasingly dominant for programmatic DOOH (pDOOH) and cross-border programmatic buys. Range: R$15–R$350+ depending on venue.
Weekly package pricing. Dominant for premium Avenida Paulista, Faria Lima, Berrini, and Morumbi landmark LED spectaculars.
Fixed booking. Used on many direct-buy concessions, bus-stop packages, and condomínio elevator networks.
Fixed impression count at a negotiated CPM, delivered via DSP against a reserved deal ID; increasingly common since the VIOOH × JCDecaux Brazil programmatic DOOH launch.
| Format | Typical CPM (R$) | Typical Minimum Buy | Buying Model |
|---|---|---|---|
| Condomínio / office elevator LCD | R$15–R$35 | R$8,000/month | Loop share / programmatic |
| Metrô SP station digital poster (D6 equivalent) | R$25–R$55 | R$15,000/month | SOV / programmatic |
| Metrô SP station digital dominations | R$60–R$180 blended | R$100,000/month | Direct / PG |
| CPTM commuter rail digital | R$20–R$45 | R$12,000/month | SOV / programmatic |
| SPTrans bus-stop digital (Otima / RZK Digital) | R$20–R$50 | R$15,000/month | SOV / programmatic |
| Metrô / rail in-train digital | R$18–R$40 | R$12,000/month | SOV / programmatic |
| GRU Guarulhos International Airport digital | R$150–R$350 | R$80,000/week | Direct / PG |
| CGH Congonhas Airport digital | R$90–R$240 | R$50,000/week | Direct / PG |
| Premium mall digital (Iguatemi, Shopping JK, Cidade Jardim, Morumbi, Villa-Lobos, Eldorado) | R$60–R$160 | R$30,000/week | SOV / programmatic |
| Avenida Paulista landmark LEDs | Quoted by slot share | R$150,000–R$500,000/week | SOV packages |
| Faria Lima / Itaim Bibi digital | Quoted by slot share | R$120,000–R$400,000/week | SOV packages |
| Berrini / Marginal Pinheiros digital | Quoted by slot share | R$100,000–R$350,000/week | SOV packages |
| Vila Olímpia / Morumbi digital | Quoted by slot share | R$80,000–R$250,000/week | SOV packages |
| Academia / gym digital | R$30–R$70 | R$15,000/month | SOV / direct |
| Taxi / rideshare (99, Uber-adjacent) digital | R$20–R$50 | R$12,000/month | Programmatic / direct |
| Cinema digital (Cinemark, Cinépolis, Kinoplex) | R$80–R$180 | R$30,000/week | SOV / direct |
| Programmatic open exchange (blended cross-border) | R$20–R$100 | ~R$10,000 test | Auction |
Ranges reflect typical São Paulo in-charge rates for commercial campaigns; agency-negotiated rates and programmatic auction clearing prices can run below these floors. Cross-border DSP pricing (AdQuick, Vistar) typically settles in USD with automatic BRL conversion. For live quotes tied to actual availability, pull pricing through the AdQuick marketplace.
Signature São Paulo DOOH sites and the regulatory context that defines them.
São Paulo's rail network — Metrô SP (lines 1, 2, 3, 4, 5, 15) and CPTM (lines 7, 8, 9, 10, 11, 12, 13) — carries ~7.5 million combined daily riders. Eletromidia holds the dominant Metrô SP advertising concession, with JCDecaux Brasil and other operators active on specific estates.
| Transit Format | Dimensions / Resolution | Typical Location | Slot |
|---|---|---|---|
| Platform digital 6-sheet (D6) | 1080×1920 portrait | Platform walls, concourses | 10 sec in 60-sec loop |
| Digital lightbox / column wrap | Various | Station pillars, passageways | 10 sec |
| In-train LCD | 1920×1080 | Carriage interiors | 10 sec loop |
| Station Digital Domination | Multiple synchronised screens | Flagship stations (Sé, República, Paulista, Faria Lima, Luz, Consolação) | Customised |
Creative approval: Metrô SP creative is reviewed by Eletromidia (as the primary concessionaire) under Metrô SP policies and CONAR's self-regulation framework. Allow 7–10 business days for clearance. Tobacco (banned), alcohol (restricted), gambling/fantasy sports (regulated), medical/pharma (ANVISA regulated), and political (TSE restrictions during elections) all carry limits.
São Paulo's 8,000+ SPTrans bus stops were progressively digitised under the Otima concession, with RZK Digital providing the Broadsign-enabled digital infrastructure — a Broadsign-cited case study for the scale of Latin American bus-stop DOOH. This is one of the world's largest bus-stop DOOH networks by screen count, delivering bilingual Portuguese/English reach across both high-income and mass-market São Paulo routes.
The Lei Cidade Limpa (Law 14.223/2006), enacted under Mayor Gilberto Kassab, prohibited virtually all outdoor advertising on private property in São Paulo municipality — removing an estimated 15,000+ static billboards in 2007–2008. For DOOH planning, the practical implications are:
For international buyers, the Cidade Limpa context is the single most important São Paulo-specific fact — and it's why a marketplace model (AdQuick aggregating approved concessionaires) is particularly useful here.
Brazilian DOOH measurement is led by Kantar Ibope Media (pedestrian and vehicular traffic studies), IAB Brasil (pDOOH standards), GfK Brasil, operator-reported impressions from Metrô SP / SPTrans / GRU Airport passenger data, and mobile panel verification. Brazil does not yet have a single industry-wide audience currency on par with Route (UK) or Geopath (US), but IAB Brasil has been active in establishing pDOOH measurement standards and Displayce's 2024 São Paulo office opening (the DPAA Global-cited proof point) has accelerated local measurement infrastructure.
Brazil's programmatic DOOH market has expanded substantially since VIOOH and JCDecaux's programmatic DOOH Brazil launch, Displayce's expansion into São Paulo (DPAA Global news 2024), and the integration of RZK Digital's SPTrans bus-stop supply through Broadsign. São Paulo is the largest pDOOH pool in Latin America and a landing point for cross-border programmatic activation (e.g., the Perplexity × Lewis Hamilton F1 case study).
A DSP sends bids into an SSP representing one or more media owners. When a play opportunity opens on a screen, the SSP runs an auction (or fulfils a reserved deal) and returns the winning creative to the ad server. Screen-level identifiers, venue taxonomy, and dayparting determine which auctions your campaign participates in. Cross-border campaigns typically settle in USD via a DSP's Brazil-compliant billing path; domestic BRL buys transact through Brazilian agencies or direct DSP/SSP accounts.
DSP and marketplace — transacts programmatically across every major SSP (Vistar, Hivestack SSP, Place Exchange, Broadsign Reach, VIOOH, Displayce) and aggregates direct inventory from every major São Paulo media owner (Eletromidia, JCDecaux Brasil, Otima, RZK Digital, Clear Channel Brasil, Ponto OOH, kallas Mídia OOH, GRU Airport media) in a single unified plan, with native IAB Brasil-aligned planning, creative delivery, and attribution.
European-originated DOOH DSP with a 2024 São Paulo office opening (DPAA Global-cited); deep Brazilian inventory access.
Largest pDOOH DSP globally; APAC and Americas coverage including São Paulo via SSP partnerships.
JCDecaux-backed DSP/SSP; launched programmatic DOOH Brazil with JCDecaux; primary path into JCDecaux Brasil's GRU airport and premium inventory.
Integrated with Broadsign Reach SSP; RZK Digital's SPTrans bus-stop network runs on Broadsign CMS, making Broadsign a major path into São Paulo inventory.
DOOH as a channel within TTD's omnichannel buying; growing LatAm access.
Global DSP/measurement platform with São Paulo supply paths.
Omnichannel DSP with DOOH module; São Paulo supply via SSP integrations.
DOOH channel access across multiple SSPs.
Primary SSP for Otima / RZK Digital SPTrans bus-stop supply (RZK Digital runs Broadsign CMS); also enables Eletromidia, Clear Channel Brasil, Ponto OOH, and kallas Mídia OOH.
Integrated into The Trade Desk, Yahoo DSP, and other omnichannel DSPs for DOOH line items.
JCDecaux's SSP; primary path into JCDecaux Brasil's GRU airport and landmark digital — VIOOH × JCDecaux launched programmatic Brazil.
Strong global footprint; accessible São Paulo inventory via deal IDs and Broadsign integration (RZK Digital).
Vistar's media-owner-side platform; enables São Paulo inventory through Vistar partnerships.
Operates as both DSP and SSP/network in the Brazilian market following its 2024 São Paulo office expansion.
Eletromidia — accessible via AdQuick, Broadsign Reach, Displayce, Hivestack SSP, and direct for Metrô SP, CPTM, premium malls, and academia inventory. The largest single DOOH concession holder in Brazil. JCDecaux Brasil — accessible via AdQuick, VIOOH (primary — VIOOH × JCDecaux launched programmatic Brazil), and Vistar for GRU airport and landmark digital. Otima / RZK Digital — accessible via AdQuick, Broadsign Reach (primary — RZK Digital runs Broadsign CMS), and Displayce for SPTrans bus-stop supply. Clear Channel Brasil, Ponto OOH, kallas Mídia OOH — enabled through AdQuick, Displayce, Broadsign Reach, and direct. GRU Airport media concessionaires — enabled through AdQuick, JCDecaux Brasil programmatic paths, and direct.
| Deal Type | Mechanic | Notes |
|---|---|---|
| Open exchange | Auction-based across all eligible inventory | Lowest CPM; growing share |
| Private marketplace (PMP) | Invite-only deal with preferred floor and premium inventory | The most common programmatic path for brand campaigns |
| Programmatic Guaranteed (PG) | Fixed impression count, fixed CPM, reserved inventory | The approach VIOOH × JCDecaux Brasil has been actively promoting |
Brazilian measurement layers, verification partners, and the KPIs that matter for São Paulo DOOH campaigns.
| Partner | Capability |
|---|---|
| Moving Walls | Attention measurement, impression verification, attribution across LatAm |
| Adelaide AU | Attention measurement; AU scores for creative and placement quality |
| Kantar Ibope Media / GfK Brasil | Brand lift studies (awareness, consideration, intent) |
| Opensignal / Cuebiq LatAm | Mobile-based location verification and foot-traffic attribution |
| Magazine Luiza / Mercado Libre / Amazon Brasil lift studies | E-commerce sales lift, app engagement (where permitted under LGPD) |
| Branded search lift | Correlates DOOH exposure with incremental Google Brasil branded search volume |
Impressions (operator-reported + third-party verified), reach, frequency, Share of Voice (SOV), CPM, CPV, store visits, branded search lift on Google Brasil, Magazine Luiza / Mercado Libre / Amazon Brasil traffic lift, and conversion lift where first-party data is available.
Audience and market sizing benchmarks for São Paulo DOOH planning.
Standard creative specs across São Paulo DOOH formats — plus the design principles that drive results.
| Format | Resolution | Aspect | Duration | File |
|---|---|---|---|---|
| Metrô SP / CPTM D6 / condomínio elevator | 1080×1920 | 9:16 | 10 sec | MP4, JPG, PNG |
| Metrô in-train + bus-stop landscape | 1920×1080 | 16:9 | 10 sec | MP4, JPG, PNG |
| SPTrans bus-stop digital | 1080×1920 (portrait) | 9:16 | 10 sec | MP4, JPG, PNG |
| GRU / CGH airport premium digital | 1920×1080 or custom | 16:9 | 10–15 sec | MP4, JPG, PNG |
| Mall digital | 1920×1080 or portrait variants | varies | 10 sec | MP4, JPG, PNG |
| Paulista / Faria Lima / Berrini landmark LEDs | Custom (building-specific) | Varies | Varies | Owner-specified |
A bairro-by-bairro view of audience profiles and signature DOOH formats across São Paulo.
| Area / Bairro | Audience Profile | Signature Formats |
|---|---|---|
| Avenida Paulista / Bela Vista / Consolação | Tourism, business, mixed mass-affluent, 25–55 | Paulista LED concessions, MASP-adjacent, Metrô Consolação / Trianon-MASP |
| Itaim Bibi / Vila Olímpia / Faria Lima | Finance, fintech, VC, law, premium B2B, 30–55 | Faria Lima digital, Itaim Bibi office elevator, JK Iguatemi mall |
| Jardins / Cerqueira César | Luxury shoppers, medical district, affluent residential | Rua Oscar Freire, Shopping Cidade Jardim, Iguatemi |
| Pinheiros / Vila Madalena / Butantã | Creative, gastronomy, 25–45, Universidade de São Paulo adjacency | Bus-stop digital, Linha 4-Amarela stations, bar/restaurant place-based |
| Moema / Brooklin / Berrini | Upper-middle residential, finance (Berrini corridor) | Berrini digital, Morumbi Shopping, Shopping Ibirapuera |
| Morumbi / Panamby / Real Parque | Affluent residential, corporate HQs (Santander, HSBC) | Morumbi Shopping, roadside digital, condomínio elevator |
| Centro / Sé / República / Luz | Government, tourism, historic district | Pinacoteca-adjacent, Metrô Sé/República/Luz dominations |
| Vila Mariana / Paraíso / Liberdade | Middle-class residential, Japanese-heritage district (Liberdade) | Metrô Linha 1-Azul corridor, Shopping Paulista |
| Zona Leste (Tatuapé / Anália Franco / Itaquera) | Mass-market middle class, Campeonato Paulista football (Corinthians / Itaquera) | Metrô Linha 3-Vermelha, Shopping Anália Franco, bus-stops |
| Zona Sul (Campo Belo / Santo Amaro) | Upper-middle residential, corporate south | CGH Congonhas, Shopping Morumbi Town, bus-stops |
| Zona Norte (Santana / Tucuruvi) | Mass-market residential, Center Norte shopping | Metrô Linha 1-Azul north, Center Norte mall, bus-stops |
| GRU São Paulo–Guarulhos International Airport | International + domestic premium travellers | T1, T2, T3 premium digital |
| Interlagos / Autódromo José Carlos Pace | F1 Grand Prix November audiences, motorsport | Event-adjacent digital, Metrô Linha 9-Esmeralda CPTM access |
The media owners, network operators, and DSPs that define São Paulo DOOH supply.
Metrô SP, CPTM, premium malls, academia — Brazil's largest DOOH operator by footprint.
GRU São Paulo–Guarulhos International Airport, landmark digital, bus shelters (São Paulo concessions).
SPTrans bus-stop concession (primary contract).
Broadsign-enabled digital infrastructure for SPTrans bus stops and other São Paulo networks.
Roadside digital, large-format, select landmark.
Condomínio elevator LCD, place-based, malls.
Condomínio, office elevator, place-based.
GRU and CGH airport inventory via LATAM concessions.
Premium digital within GRU Terminals 1, 2, 3.
Taxi / rideshare digital.
Cinema digital.
AdQuick, Displayce, Vistar Media, VIOOH, Broadsign Ads, The Trade Desk (OpenPath DOOH), Moving Walls, Yahoo DSP, StackAdapt DOOH.
AdQuick is a DSP and marketplace that transacts programmatically across every major SSP (Vistar, Hivestack SSP, Place Exchange, Broadsign Reach, VIOOH, Displayce) and aggregates direct media-owner inventory from Eletromidia, JCDecaux Brasil, Otima, RZK Digital, Clear Channel Brasil, Ponto OOH, kallas Mídia OOH, LATAM Airlines Media, GRU Airport media concessionaires, and local landmark operators into a single unified plan — with native IAB Brasil / Kantar Ibope audience planning, creative delivery, Portuguese-language creative approval workflows, mobile audience extension, and foot-traffic attribution. That means one platform to plan, buy, measure, and report across the full São Paulo DOOH landscape — rather than running parallel DSP seats and parallel concessionaire RFPs, navigating Cidade Limpa concession paperwork, and managing cross-border billing in multiple currencies.
Cidade Limpa is the defining São Paulo OOH law — and only one piece of the regulatory stack. Here are the rules every plan must route through.
The defining São Paulo OOH law; prohibits static outdoor advertising on private property; DOOH permitted only within approved concession frameworks. Every São Paulo DOOH plan must route through approved concessionaires.
Three reference tiers — from cross-border programmatic test to LatAm flagship — with line-item composition.
USD $1,800–$5,500. Cross-border programmatic test in Centro Expandido covering bus-stop, Metrô, and elevator — short flight with directional attribution.
USD $27,000–$110,000. Programmatic PMP across Metrô SP, CPTM, SPTrans, malls, and academia, plus direct deals with the major concessionaires and weather/football DCO.
USD $450,000+/quarter. Direct SOV across Avenida Paulista, Faria Lima, Berrini, and Morumbi LEDs plus GRU airport takeover, full SPTrans coverage, and multi-market PMP.
Event-anchored campaigns pair flagship landmark takeovers with programmatic PMP windows triggered by event context. For Carnaval (late February / early March): Avenida Paulista + Pinheiros + Vila Madalena + bloco-adjacent bus-stop digital + GRU airport, with Portuguese samba/Carnaval-themed DCO. For F1 Grand Prix at Autódromo José Carlos Pace (Interlagos, November): Paulista + Faria Lima + Interlagos-adjacent + Metrô Linha 9-Esmeralda CPTM + GRU airport with race-weekend DCO — the Perplexity × Lewis Hamilton case study is the landmark reference. For Black Friday (late November): premium malls (Iguatemi, Shopping JK, Cidade Jardim, Morumbi) + condomínio elevator + SPTrans bus-stops with Magazine Luiza / Mercado Libre / Amazon Brasil retail-cycle DCO. For Campeonato Paulista and Brasileiro football season: stadium-adjacent digital (Allianz Parque, Itaquerão, Morumbi) + club-neighbourhood bus-stops + score-triggered DCO. Build in 6–8 weeks of lead time and plan for Metrô SP, JCDecaux, GRU, and CONAR creative approvals.
Three viable buying paths, depending on budget, scale, and complexity.
Contact Eletromidia, JCDecaux Brasil, Otima, RZK Digital, Clear Channel Brasil, Ponto OOH, kallas Mídia OOH, LATAM Airlines Media, GRU Airport media concessionaires, or a São Paulo-based OOH agency directly. Best for flagship, landmark, and large-budget direct buys (Paulista SOV packages, Faria Lima landmark takeovers, GRU airport premium walls, Metrô Linha 4-Amarela dominations, full SPTrans bus-stop coverage). Downsides: parallel RFPs in Portuguese, BRL invoicing with ISS and other municipal taxes, concession paperwork unfamiliar to international buyers, and slow plan stitching across owners.
Activate through any of the DSPs buying São Paulo inventory: AdQuick, Displayce, Vistar Media, VIOOH, Broadsign Ads, The Trade Desk (OpenPath DOOH), Moving Walls, Yahoo DSP, or StackAdapt DOOH. Best for impression-based, flexible, and data-targeted campaigns from roughly R$10,000 (USD $1,800) test budgets upward. Cross-border advertisers can typically settle in USD with automatic BRL conversion. Downsides if picking a single non-unified DSP: some DSPs have limited Eletromidia, JCDecaux Brasil, or Otima/RZK access, so you won't see every São Paulo SSP's supply from one seat.
AdQuick is a DSP and marketplace — it transacts programmatically across every major SSP (Vistar, Hivestack SSP, Place Exchange, Broadsign Reach, VIOOH, Displayce) and aggregates direct inventory from every major São Paulo media owner (Eletromidia, JCDecaux Brasil, Otima, RZK Digital, Clear Channel Brasil, Ponto OOH, kallas Mídia OOH, LATAM Airlines Media, GRU Airport concessionaires) in a single unified plan, with IAB Brasil / Kantar Ibope audience data, creative delivery, Portuguese-language creative approval workflows, Cidade Limpa concession-compliance guidance, mobile audience extension, and foot-traffic attribution all native — plus USD settlement for cross-border advertisers. The fastest path for any international buyer entering Brazil, or any domestic buyer who wants full-market access without running parallel DSP seats and concessionaire RFPs.
The questions buyers ask most often when planning São Paulo DOOH — Cidade Limpa concessions, programmatic activation, measurement, creative specs, and event windows.
AdQuick is the DOOH DSP and marketplace that unifies programmatic buying across every major SSP (Vistar, Hivestack SSP, Place Exchange, Broadsign Reach, VIOOH, Displayce) with direct media-owner inventory across São Paulo — including Eletromidia's Metrô SP, CPTM, premium mall, and academia networks; JCDecaux Brasil's GRU Guarulhos International Airport and landmark digital; Otima and RZK Digital's SPTrans bus-stop concession (one of the world's largest bus-stop DOOH networks); Clear Channel Brasil's roadside and large-format; Ponto OOH and kallas Mídia OOH's condomínio elevator and place-based; LATAM Airlines Media; and approved landmark concessionaires on Avenida Paulista, Faria Lima, Berrini, Vila Olímpia, and Morumbi.
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