In this way, Public Global Vía was transformed into the leading company in Latin America in the advertising market technically known as “Out of Home” (Ooh).
This market Move millionaire figures and recorded a strong reactivation from the end of the pandemic. According to the latest available data – currently current exceeded $ 60,000 million.
Beyond the figures, subject to exchange variations and inflation, it is worth highlighting the list of the main protagonists of this market to have an idea of the value assigned by companies to this type of advertising.
Telecentro, Netflix and Telecom Argentina They led the investments In OOH in the reference semester, according to the ranking prepared by Scopesi. That trident of advertisers repeated their participation as it had done in 2023.
Tecentro headed the investment podium and consolidated itself as one of the main actors in the telecommunications sector. His campaign “how easy it is to start the year” reached its greatest impact in March, becoming the most relevant in its category, according to the report.
Quilmes brewery It was positioned as the advertiser who investigated the most on public roads after the three referents in telecommunications. Brahma’s “Chapitas” promotions and “Quilmes” Pact – which included a comprehensive strategy with posters, digital devices, tactics and traditional methods such as posters and sextuples – promoted the visibility of Quilmes.
Scopesi’s work also emphasizes that in terms of sectors, Commerce and Retail represented 10% of investment in foreign advertising. Fast meals and supermarkets were the main taxpayers to this sector. In the Fast Food segment, Burger King, McDonald’s and Mustaza They were the main responsible for this evolution. The investment not only focused on the promotion of new menu and offers, but also on taking advantage of the impact of the most important football event of the Southern Cone: the Copa América.
Campaigns such as “Grand Legend” of McDonald’s and the outstanding mustard campaign with the Argentine National Team goalkeeper, Emiliano (“Draw”) Martínez, highlighted the presence of these players in the OOH market.
The acquisition that reconfigures the OOH market in the region
“This acquisition is much more than a territorial expansion; is the reaffirmation of our purpose of Transform cities and improve the quality of life of people through innovative and sustainable solutions, ”said Federico Diez, president of Global Public Vía, on the purchase of Clear Channel.
“We have worked for a long time in a carefully planned transition, ensuring the stability of our collaborators and guaranteeing that our clients will continue to receive an excellent service, with continuous improvements and solutions tailored to their needs,” he completed.
The company was founded in 2014 by Federico Diez and Damián Perinetti, both partners of the company. It has its headquarters in Santiago, Chile.
The company is A holding company leading this segment through four subsidiaries. The main one is global public via, dedicated to communication Out of Homewhich offers communication channels for private clients and public agencies to disseminate and promote branding or performance communication actions, with commercial, CSR and cultural content. Another is SERCOMan construction and maintenance services firm of road infrastructure.
Another company that integrates the holding is Vanguardia tacticsdedicated to providing customers innovative experiences, with a positive impact based on the latest international trends.
The last one on the list is Intercanjededicated to the development of national trade. It offers services to micropymes and SMEs to generate communication strategies without having cash budgets.
The global concept that brings together the activity of these companies is linked to the objective of transforming cities and services for citizens aligning with the concept of “Smart City” (Smart cities). This approach allows to offer solutions sustainable, innovative and high impact that contribute to urban development and the connection between brands and communities.
Source: Ambito
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