Eletromidia and Impulso Link DOOH Ads to Pharmacy Checkout Screens in Brazil
2026-08-02 · via invidis
Eletromidia, a Brazilian out-of-home media company, and Impulso, the retail media arm of pharmacy chain RD Saúde, have linked their advertising networks so brands can run a single campaign from street-level screens to pharmacy checkout displays. For operators watching how DOOH and retail media are converging, this is a concrete example of the two channels being sold as one connected buy rather than separate line items.
The deal joins Eletromidia's urban network, which includes street furniture and elevator displays, with Impulso's screens inside RD Saúde stores. RD Saúde owns the Raia and Drogasil pharmacy brands and is, according to the companies, the largest drugstore operator in Latin America by revenue and market capitalization, with more than 3,000 pharmacies across all 27 Brazilian states.
According to the announcement, the integrated network covers 903 RD Saúde stores and more than 14,000 connected screens across 36 Brazilian markets, including São Paulo, Rio de Janeiro, Belo Horizonte, Curitiba, Porto Alegre, Recife and Fortaleza.
How the targeting works
The companies say the system supports contextual targeting based on location, time of day and weather. Colder or rainy conditions can trigger content for flu remedies, vitamins and supplements, while hot weather shifts messaging toward sunscreen and skincare. Time of day is also used to segment content, with morning slots aimed at energy and wellness products and evening slots aimed at relaxation and sleep aids.
Inside stores, brands can reach shoppers through storefront displays, health-content channels, and screens near pharmacy counters and checkout areas. The stated goal is to drive both visibility and incremental, complementary purchases at the point of sale.
Closed-loop measurement
The partnership includes what the companies describe as a closed-loop measurement model, tying campaign exposure to sales data so advertisers can see how media activity correlates with purchasing outcomes. That kind of attribution is the piece most retail media networks are racing to build, since it lets brands justify spend against outcomes rather than impressions alone.
The announcement does not detail how exposure and sales data are matched, what identifiers are used, or what reporting advertisers actually receive. It also does not say whether the outdoor and in-store campaigns are bought as a single package or negotiated separately, nor does it mention pricing, contract terms, or a start date for the integrated offering.
For screen operators outside Brazil, the deal is a signal of where retail media networks are heading: bundling outdoor inventory with in-store screens to claim a fuller view of the path to purchase, and leaning on sales-linked measurement to differentiate from straight impression-based DOOH buys.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Eletromidia and Impulso, the retail media division of Brazil’s largest pharmacy chain RD Saúde, are combining out-of-home advertising with in-store pharmacy media. The partnership creates a connected customer journey that links digital screens in public spaces with more than 14,000 displays inside RD Saúde locations.
Eletromidia and Impulso have announced a new initiative that integrates DooH advertising with retail media networks across Brazil. The partnership aims to engage consumers throughout the entire purchase journey, from the moment they encounter advertising near a pharmacy to the point of sale inside the store.
The agreement leverages Eletromidia’s urban media DooH network, including street furniture and elevator displays, alongside Impulso’s in-store screen infrastructure within RD Saúde pharmacies. Advertisers will be able to activate targeted campaigns around specific store locations and continue communicating with consumers once they enter the retail environment.
RD Saúde, owner of the Raia and Drogasil pharmacy brands, is the largest drugstore operator in Latin America by revenue and market capitalization. The company operates more than 3,000 pharmacies across all 27 Brazilian states, giving the partnership a nationwide footprint.
Under the new model, brands can use Eletromidia’s DooH inventory around selected pharmacies to influence consumer decisions before a store visit. The messaging can then be extended through Impulso’s in-store digital channels, creating a more consistent brand experience across multiple touchpoints.
A key element of the initiative is its contextual targeting capability. Campaign content can be adapted according to factors such as location, time of day and weather conditions. During colder or rainy periods, screens may prioritize products such as flu remedies, vitamins and health supplements. On hot days, messaging can shift toward sunscreens, moisturizers and skincare products.
Time-based targeting is also part of the offering. Morning audiences can be served content focused on energy, wellness and productivity, while evening campaigns can promote products related to relaxation and sleep support.
Inside the pharmacies, brands can access multiple customer touchpoints, including digital storefront displays, health-focused content channels, as well as screens positioned near pharmacy counters and checkout areas. The objective is not only to increase brand visibility but also to encourage incremental and complementary purchases.
Another notable feature is the closed-loop measurement model. By connecting campaign exposure with sales data, advertisers gain visibility into the relationship between media activity and purchasing outcomes. The resulting insights can be used to optimize messaging, promotional strategies and media investments at a regional and store level.
The network operates across 36 Brazilian markets, including São Paulo, Rio de Janeiro, Belo Horizonte, Curitiba, Porto Alegre, Recife and Fortaleza. In total, the integrated ecosystem covers 903 RD Saúde stores and more than 14,000 connected screens.
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