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Brazil's Eletromidia expanding DOOH reach

Brazilian DOOH advertiser Eletromidia S.A. has completed strategic investments in Brazilian firms DMS Publicidade Mídia Interativa Ltda. and Telefónica On The Spot Soluções Digitais Do Brasil Ltda. that operate out-of-home and digital out-of-home advertising in the subway systems of Rio de Janeiro and São Paulo.

December 28, 2015

H.I.G. Capital LLC, a global private equity investment firm, announced that its portfolio company Eletromidia S.A. has completed strategic investments in Brazilian firms DMS Publicidade Mídia Interativa Ltda. and Telefónica On The Spot Soluções Digitais Do Brasil Ltda. DMS and TOTS operate out-of-home and digital out-of-home advertising in the subway systems of Rio de Janeiro and São Paulo, respectively.

These transactions are intended to expand the reach and depth of Eletromidia’s out-of-home advertising network, the announcement said.

Fernando Marques Oliveira, managing director and head of H.I.G. Brasil and Latin America, said, "These acquisitions are important steps in Eletromidia’s expansion plans. We are excited to support the management team and future development of the company."

Founded in 2011, DMS operates and commercializes static and digital signage media in the subway system of Rio de Janeiro. In addition, DMS is implementing a new out-of-home project in the subway system of Salvador.

TOTS is a subsidiary of Grupo Telefónica focusing on DOOH advertising networks in Brazil. TOTS’ current network encompasses the subway system of São Paulo and more than 1,500 screens in commercial establishments such as gyms, bars, restaurants and coffee shops across Brazil.