Eletromidia and Impulso Link Pharmacy Screens With Street OOH in Brazil
2026-08-05 · via DailyDOOH
Eletromidia, a Brazilian out-of-home media company, has struck a partnership with Impulso, the retail media arm of RD Saude, the pharmacy group that owns the Raia and Drogasil chains. The deal links Impulso's in-store pharmacy screens with Eletromidia's street-level and elevator ad inventory, creating what the companies describe as a single connected network that follows shoppers from their commute through to checkout.
For operators and media buyers, the deal is notable mainly for its scale and its attempt to formally bridge two ad channels that are usually sold and planned separately: outdoor and in-store retail media. According to the announcement, the combined inventory covers 903 RD Saude stores across 36 Brazilian markets, including Sao Paulo, Rio de Janeiro, Belo Horizonte, Curitiba, Porto Alegre, Recife and Fortaleza, with more than 14,000 connected digital screens in total.
Dynamic and closed-loop targeting
The companies say the network uses dynamic content triggered by weather, time of day and geolocation. Cold or rainy conditions can trigger flu and vitamin campaigns, sunny days can push sunscreen and skincare, mornings can favor energy supplements and evenings can shift toward sleep aids, per the release.
Eletromidia and Impulso also describe the system as operating in a closed loop, meaning content displayed on screens is adjusted based on actual sales performance at each store. The announcement does not detail what technology or CMS platform underpins this targeting and closed-loop reporting, nor does it name the ad server or measurement partner involved.
Consumer behavior data cited
To justify the pairing of outdoor and in-store screens, the companies point to research from Datafolha, a Brazilian polling firm, which they say found that 95% of consumers change their route to take advantage of regional offers, 92% prefer ads contextualized to their neighborhood, and 78% say they are influenced by in-store advertising at the point of purchase. These figures come from the companies' own release and have not been independently verified.
For the digital signage and DOOH industry, the partnership is another sign that retail media networks are looking beyond their own four walls to extend reach and frequency through outdoor inventory before shoppers even arrive at the store. It also suggests advertisers buying into RD Saude's in-store network may now be offered combined packages that include Eletromidia's street and elevator screens, though the announcement does not specify pricing, packaging, or whether the inventory is bought programmatically or through direct sales.
The release does not name a start date for the partnership beyond stating it was announced last week, nor does it disclose the commercial terms of the deal.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Eletromidia e Impulso unem #OOH e Retail Media em parceria
Last week, Eletromidia announced a partnership with Impulso, RD Saúde ‘s Retail Media company, owner of the Raia and Drogasil brands. Together, they signed an unprecedented partnership model, which integrates Impulso’s internal screens in pharmacies with Eletromidia’s external street and elevator assets, generating a continuous impact on the consumer’s journey from commuting to completing the purchase at the checkout.
The ‘network’ uses dynamic displays driven by real-time factors such as weather, time, and geolocation. Cold or rainy days can automatically trigger anti-flu and vitamin campaigns, for example; On sunny days, screens can prioritize sunscreens and skin care items. Likewise, energy supplements can be carried in the morning, while products aimed at sleep can enter the schedule at the end of the day.
Operating in a closed-loop model, the ecosystem adjusts the display of offers based on the actual sales performance in each store. The operation covers 36 markets in Brazil, including capitals such as São Paulo, Rio de Janeiro, Belo Horizonte, Curitiba, Porto Alegre, Recife and Fortaleza. The infrastructure reaches 903 RD Saúde stores and provides a connected inventory of more than 14 thousand digital screens.
It is also worth mentioning that the strategy responds to the habits mapped by Datafolha, which show that 95% of consumers change their route to take advantage of regional offers, 92% prefer contextualized ads to their neighborhood and 78% are influenced in the act of buying inside the store.
We are told that this initiative combines the strength of out-of-home with the precision of retail media at the point of sale.
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