Elemidia
Digital out-of-home advertising network across multiple urban environments.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor | €0.0 | round |
* | N/A | - | |
| Total Funding | 000k | ||
Elemidia was a prominent Brazilian digital out-of-home (DOOH) media company founded in 2003. The company specialized in placing digital advertising screens in high-traffic, captive audience environments such as corporate and residential elevators, shopping malls, and transportation hubs. Its business model revolved around selling advertising space on this extensive network to brands and agencies, leveraging technology for programmatic ad solutions using big data and geolocation for targeted campaigns.
The company underwent several ownership changes. Initially independent, it was majority-acquired by Grupo Abril in 2010, which later took full ownership in 2012. In 2014, the private equity fund Victoria Capital Partners purchased the company from Grupo Abril. A significant turning point occurred in January 2020 when Eletromidia, another major player in the out-of-home (OOH) market, acquired Elemidia in a deal backed by H.I.G. Capital. This merger created Brazil's largest OOH media entity, combining Elemidia's digital and indoor strength with Eletromidia's extensive network in transportation, airports, and street furniture. Following the acquisition, the Elemidia brand was officially absorbed, and the combined operation continued under the Eletromidia name as of August 2020.
The unified company, Eletromidia, continued to expand its market dominance. It went public on the Brazilian Stock Exchange in February 2021. Subsequently, Latin American media conglomerate Grupo Globo began acquiring a stake in the company in 2023 and completed a full acquisition in late 2024, taking the company private. The new entity operates the largest OOH network in Brazil, with over 68,000 static and digital displays across 89 cities, reaching an estimated 53 million people daily.
Keywords: out-of-home media, OOH, digital out-of-home, DOOH, digital advertising, media network, programmatic advertising, ad-tech, place-based media, elevator advertising, shopping mall media, transit advertising, Brazilian market, Victoria Capital Partners, H.I.G. Capital, Grupo Globo, Eletromidia, media acquisition, ad-solutions, big data advertising