Iwall In Shop
Iwall In Shop is a Spanish DOOH advertising network operating 1,200+ digital screens across 80+ shopping centers in Spain, Peru, and Colombia, selling measurable crossmedia advertising inventory to 400+ enterprise brand advertisers with a Mediaset España CTV partnership.
- Company typePrivate
- Founded2009
- HeadquartersMadrid, Spain
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Iwall In Shop does
Iwall In Shop (legal entity IWALL IN SHOP, S.A.) is a Madrid-headquartered digital out-of-home (DOOH) advertising network operator founded in 2009, operating 1,200+ digital screens across 80+ shopping centers in Spain, Peru, and Colombia. The company delivers advertising inventory through four core circuit products (Nacional, Cosmopolita, Gran Consumo, Cinema), a Gran Formato large-format offering, and an Experiencias Digitales line covering AR, gesture/tactile interaction, sensory marketing, and spectacular installations. Its technology stack centers on IWALL AUDIENCE, a measurement layer combining camera-based computer vision with third-party telecom data (AdMobilize, Portall de Inspide), alongside a programmatic DSP/SSP buying platform and a DOOH+Mobile retargeting product called Mobiwall. A standout commercial move is the CTV+IWALL crossmedia product, a strategic partnership with Mediaset España that pairs connected TV inventory with physical DOOH screens at point-of-purchase — marketed as the first such crossmedia product in the market.
The company monetizes through advertising sales — primarily quote-based direct sales to brand advertisers and agencies, supplemented by programmatic CPM buying and premium experiential/creative service fees. GTM is sales-led, with regional offices in Madrid, Barcelona, Lima, and Bogotá, and an in-house creative department that has produced 130+ interactive campaigns. Enterprise brand customers span FMCG (Coca-Cola, Dove, Schweppes, Milo), automotive (Mercedes-Benz, Cupra), apparel/beauty (Nike, Calvin Klein), travel (Vueling), and entertainment IP (Spiderman film), with a cited base of 400+ advertisers and 660M+ annual visitors across the network. The company is privately held with no disclosed funding rounds, shareholders, or revenue figures, and is led by CEO Jordi Alba.
Iwall In Shop firmographics
Firmographics- Name
- Iwall In Shop
- Legal name
- IWALL IN SHOP, S.A.
- Website
- https://iwallinshop.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Iwall In Shop is a Spanish DOOH advertising network operating 1,200+ digital screens across 80+ shopping centers in Spain, Peru, and Colombia, selling measurable crossmedia advertising inventory to 400+ enterprise brand advertisers with a Mediaset España CTV partnership.
- Ownership category
- akta.pro rank
Iwall In Shop industry classification
Industry- Product category
- Digital Out-of-Home (DOOH) Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (54183), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)
- akta.pro secondary industries
- Programmatic Media Buying & Trading Desks (DV360/TTD, RTB) (MPAAABAB), Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Iwall In Shop is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices4 records
Markets served
Iwall In Shop business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- DOOH Advertising: Digital Out of Home advertising sales through digital screens (mupis, large format screens) in shopping malls across Spain, Peru, and Colombia. Revenue generated from advertisers purchasing screen time and impressions.
- Crossmedia CTV+IWALL: Crossmedia advertising product combining Mediaset España connected TV inventory with IWALL DOOH screens. Premium inventory targeting consumers from home entertainment through point of purchase.
- Programmatic Advertising: Programmatic buying model enabling automated ad purchasing with DSP/SSP infrastructure, CPM-based pricing per pass/impression, with deal structures for advertiser optimization.
- Special Actions / Experiential Marketing: Premium experiential marketing services including interactive activations, sensory marketing, augmented reality, spectacular branding installations (large format banners, vinyls, elevators), product exhibitions, and sampling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Programmatic CPM-based pricing with deal structures |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Iwall In Shop product offering
Product offeringCore offering
IWALL IN SHOP, S.A. operates a Digital Out-of-Home (DOOH) advertising network of 1,200+ fully digital screens placed across 80+ shopping centers in Spain, Peru, and Colombia, selling measurable, fraud-free advertising inventory to brand advertisers at the point-of-purchase decision. The core offering is the Circuitos product family (Nacional, Cosmopolita, Gran Consumo, Cinema circuits), complemented by Gran Formato large-format installations and technology-enabled advertising products including IWALL AUDIENCE measurement, Mobiwall DOOH+Mobile retargeting, Programática programmatic buying, and the CTV+IWALL crossmedia product with Mediaset España. In-house Contenido and Experiencias Digitales divisions deliver interactive creative, sensory marketing, augmented reality, and spectacular installations for advertisers such as Coca-Cola, Nike, Mercedes-Benz, and Dove.
Product overview
Iwall In Shop is a digital out-of-home (DOOH) advertising network operator offering a unified platform of circuit products, technology modules, and creative services for shopping centers across Spain, Latin America (Peru and Colombia). The core offering is the Circuitos product — a network of 100% digital, programmable advertising screens — supplemented by specialized coverage circuits (Nacional, Cosmopolita, Gran Consumo, Cinema) and Gran Formato large-format installations. The platform is extended through technology add-ons including IWALL AUDIENCE (camera-based audience measurement), Mobiwall (DOOH+Mobile retargeting), and Programática (programmatic buying). Creative services include Experiencias Digitales (sensory marketing, AR, gesture interaction) and an in-house Contenido department for audiovisual production. The CTV+IWALL product integrates connected TV inventory from Mediaset España for cross-media campaigns.
Differentiator
Problem solved
Functional benefit
Products and services
- Circuitos (IWALL Circuits) A network of 100% digital, programmable advertising screens deployed across shopping centers in Spain, Colombia, and Peru, offering targeted and measurable DOOH (digital out-of-home) advertising campaigns for brand advertisers.
- Cobertura (Coverage Circuits) Specialized circuit products segmenting the IWALL Circuits network by geography and use case, including Nacional (national coverage), Cosmopolita (Madrid and Barcelona premium), Gran Consumo (food and retail anchor stores), and Cinema (entertainment venues with cinemas) for advertisers needing specific audience targeting.
- Gran Formato (Large Format) Premium large digital screens and spectacular static advertising banners deployed at high-traffic shopping center locations, featuring 3D integration, augmented reality, and special visual effects capabilities for high-impact brand campaigns.
- CTV+IWALL Cross-media advertising product combining Mediaset España's connected TV inventory with IWALL's physical DOOH screens in shopping centers, enabling unified messaging from home entertainment through to point-of-purchase for advertisers.
- IWALL AUDIENCE Proprietary audience measurement tool using cameras installed in shopping centers to analyze buyer behavior and demographics, combined with third-party telecommunications data from AdMobilize and Portall de Inspide to provide campaign performance metrics for advertisers.
- Mobiwall (DOOH + Mobile) Retargeting product combining IWALL's digital out-of-home screens in shopping centers with mobile advertising to reach customers who were previously exposed to IWALL screens.
- Programática (Programmatic Buying) Programmatic buying model with deal structures allowing advertisers to optimize campaigns with greater control and precision in ad delivery, operating through DSP/SSP infrastructure with CPM-based pricing per pass or impression for automated purchasing.
- Experiencias Digitales (Digital Experiences / Special Actions) Immersive brand activation services in shopping centers including sensory marketing (aromatic experiences, hypersound), augmented reality, gesture and touch interaction, and spectacular marketing installations for advertisers seeking experiential campaigns.
- Contenido (Content Creation) In-house creative and technical service specializing in interactive and audiovisual content creation, graphic design, motion graphics, and 3D design integration for digital screens and tactile directories in shopping centers.
Companies that use Iwall In Shop
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Iwall In Shop technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
Iwall In Shop partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Mediaset EspañacoreStrategic partnership for CTV+IWALL crossmedia product - the first CrossMedia product in the market combining Mediaset's connected TV inventory with IWALL's DOOH screens at point-of-sale. Integrates both environments into a single effective strategy combining data, geolocation, and advanced segmentation. Premium inventory 100% brand-safe controlled on both platforms.
- AdMobilizecoreTechnology partner for audience measurement data in Latin America. AdMobilize processes audience data from cameras integrated into shopping centers where IWALL has presence.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
Iwall In Shop competitors and assessment
Company assessmentDirect peers
- Clear Channel Outdoor: Global OOH media company with an extensive digital and traditional advertising portfolio including airport, transit, and shopping-center inventory. Direct competitor to IWALL for multinational brand-advertiser budgets across Latin America and Europe.
- Broadsign: DOOH-focused programmatic platform and CMS provider used by network operators globally. Comparable as the technology layer powering many DOOH networks similar in size and maturity to IWALL, with overlap on programmatic buying and content management.
- Ströer: Germany-headquartered digital OOH and out-of-home media operator with strong presence in German-speaking Europe and a focus on DOOH in high-traffic locations. Closest European regional peer to IWALL given comparable inventory model and DOOH programmatic focus.
- JCDecaux: World's largest out-of-home advertising company operating digital and static OOH networks in shopping centers, transit, and street furniture across 80+ countries — directly comparable large-scale DOOH/Shopping network operator competing for the same enterprise advertiser budgets as IWALL.
Broad incumbents
- Lamar Advertising: Large US-listed OOH operator with extensive billboard and digital transit inventory. Comparable as a scaled programmatic-DOOH operator pursuing national advertising budgets, though primarily US-focused and not a direct bidder in IWALL's markets.
Emerging players
- Vistar Media: Programmatic SSP specializing in DOOH, connecting out-of-home inventory with digital ad demand via real-time bidding. Competes at the same programmatic layer IWALL uses to monetize its screens via Programática and is a leading DOOH programmatic counterpart.
- Captify: Audience data and search-retargeting platform that has expanded into DOOH/CTV audience activation. Adjacent peer given its focus on data-driven activation of out-of-home and connected-screen inventory, mirroring IWALL AUDIENCE's audience measurement and Mobiwall retargeting positioning.
Others
- AdMobilize: Computer-vision audience measurement provider for out-of-home and digital signage — explicitly a technology partner to IWALL via the IWALL AUDIENCE system. Comparable as the underlying audience analytics layer powering DOOH retail-media networks similar to IWALL's.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Iwall In Shop social profiles
Digital presenceIwall In Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Iwall In Shop leadership team
Management profileNumber of profiles
Profiles1 record
Iwall In Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Iwall In Shop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Iwall In Shop
What does Iwall In Shop do?
IWALL IN SHOP, S.A. operates a Digital Out-of-Home (DOOH) advertising network of 1,200+ fully digital screens placed across 80+ shopping centers in Spain, Peru, and Colombia, selling measurable, fraud-free advertising inventory to brand advertisers at the point-of-purchase decision. The core offering is the Circuitos product family (Nacional, Cosmopolita, Gran Consumo, Cinema circuits), complemented by Gran Formato large-format installations and technology-enabled advertising products including IWALL AUDIENCE measurement, Mobiwall DOOH+Mobile retargeting, Programática programmatic buying, and the CTV+IWALL crossmedia product with Mediaset España. In-house Contenido and Experiencias Digitales divisions deliver interactive creative, sensory marketing, augmented reality, and spectacular installations for advertisers such as Coca-Cola, Nike, Mercedes-Benz, and Dove.
Is Iwall In Shop a public or private company?
Iwall In Shop is a private company. It is classified as unknown and is currently operating.
When was Iwall In Shop founded?
Iwall In Shop was founded in 2009. It employs 11 to 50 people.
Where is Iwall In Shop based?
Iwall In Shop is headquartered in Madrid, Spain, in the Europe region.
How does Iwall In Shop make money?
Four revenue lines are on record. DOOH Advertising is the primary driver. The others are crossmedia CTV+IWALL, programmatic Advertising and special Actions / Experiential Marketing.
Who are Iwall In Shop's main competitors?
Direct peers on record are Clear Channel Outdoor, Broadsign, Ströer and JCDecaux. Lamar Advertising is listed as a broad incumbent. Emerging players are Vistar Media and Captify. AdMobilize is listed as an others.
Does Iwall In Shop have an API?
No public API is recorded for Iwall In Shop.
What industry is Iwall In Shop in?
Iwall In Shop's product category is Digital Out-of-Home (DOOH) Advertising. Its primary akta.pro industry code is BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio), with a secondary code of MPAAABAB, Programmatic Media Buying & Trading Desks (DV360/TTD, RTB). Its NAICS code is 54185 and its SIC code is 7310.