BrasOOH Labs

Applied research to measure and interpret the physical world

BrasOOH Labs brings together the company’s research and development initiatives. Its work connects data, artificial intelligence and sensing to investigate, prototype and validate new architectures for Brazil and other markets.

Structure an innovation initiative

Applied research

Continuous cycle

Planning, execution, measurement and adaptation structure each initiative.

01
Planning
Objectives, hypotheses, sources and criteria.
02
Execution
Instrumentation, integration and controlled operation.
03
Measurement
Results, comparability and limits.
04
Adaptation
Refinement of the architecture and the next iteration.

R&D areas

AI and decision architecture

We connect data, metrics, models and tools across planning and operations. AI organises information, compares scenarios, monitors execution and carries results into the next iteration.

The Labs evaluates hybrid architectures combining language models in private environments and external services, specialised agents and edge AI according to data, latency, privacy and cost.

Agencies and brands

With BrasOOH, teams bring architecture, metrics and AI into the campaign cycle, from planning through learning.

Publishers and media owners

With BrasOOH, publishers connect their own data, inventory and audience to develop automation, commercial products and AI applications.

Data, measurement and governance

A common foundation makes differences comparable without erasing them. Source data, transformations, metrics, versions and limits remain connected.

Governance keeps these elements verifiable throughout the cycle and allows the same foundation to serve planning, operations, commercial products, reporting and verification.

1…n

Units and sources

Each unit can combine sensing and interaction.

Source data

Records with identity, time, location and provenance.

Integration and normalisation

Common rules preserve source, context and transformation.

Metrics

Results with unit, period, coverage and limits.

Applications

Planning
Operations
Commercial products
Reporting
Verification

Governance · traceability

Sensing, mobility and IoT

Computer vision, Wi-Fi, Bluetooth, interactive interfaces, mobility data and IoT platforms record different dimensions of the physical world. Each unit can combine multiple sensing and interaction technologies. Coverage, accuracy, privacy and context define how each source can be used.

At scale, records from one or many units are identified, integrated and normalised within a common architecture. That foundation preserves source identity and transformations before feeding metrics and applications.

Conceptual visualisation of a multi-sensor unit with computer vision, interactive display, Wi-Fi, Bluetooth and environmental IoT

Accumulated experience, current research

More than two decades of work in DOOH, automation, computer vision, data and measurement form the foundation of BrasOOH Labs. This body of work spans different layers of OOH operations and measurement — campaign delivery, dayparts, audience measurement, mobility and sensing — and integrates them through data architectures, metrics and methodological traceability.

This experience also informed contributions to the ABOOH Metrics Standard, a collective initiative of the ABOOH Metrics Committee led by Yuri Berezovoy. The linked material is available in Portuguese. The Berezovoy timeline documents the projects and stages behind this work.

Regional experience, international development

BrasOOH Labs develops initiatives in collaboration with Wherevery, connecting regional experience, data architecture and technology development.

Define the scope of the initiative

Describe the technology, sources and application to investigate.