Global Via Pública
Global Vía Pública is a regional Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising holding operating across Argentina, Chile, Mexico, Peru, and Uruguay, providing LED screens, building wraps, urban furniture, mobile billboards, and programmatic DOOH to brand advertisers and media agencies.
- Company typePrivate
- Founded2014
- HeadquartersSantiago, Chile
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Global Via Pública does
Global Vía Pública is a Santiago, Chile-based private holding company — part of parent Holdings Global — that operates an integrated Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising business across five Latin American countries: Argentina, Chile, Mexico, Peru, and Uruguay. Founded in 2014 and employing 51-100 staff with local offices and sales teams in each market, the company positions itself as a regional media supplier to brand advertisers and advertising agencies, claiming reach to 23 million+ weekly contacts at the capital level and exposure to 75%+ of the regional population via its OOH network.
The company's core asset is a broad, analog-plus-digital OOH portfolio including LED screens (Pantallas LED), urban furniture, building wraps, mobile billboards, LED bus advertising (including the patented MicroMesh "Lunetas LED" format), pedestrian shelters, indoor screens, and country-specific large-format digital products (Corona Digital, Icónica Digital, Arco Digital, Pantallas Lifestyle). Underpinning this inventory is a programmatic platform — Global Programmatic (launched November 2025) — that enables CPM-based, audience-driven buying across the five markets, supported by proprietary audience measurement (sensor/camera-based visual measurement, MetaData gaze counter) and partnerships with Ipsos, TDT Metrics, and Scopesi for third-party certification. Complementary service modules include creative/innovation, campaign certification, and an emerging Smart City initiative (Ciudad Contigo) for nighttime pedestrian safety.
Global Vía Pública operates a quote-based, multi-channel revenue model combining traditional OOH space rental (per campaign/period), programmatic CPM-based buying (Global Programmatic and Global Direct), project-based special productions (volumetric, 3D, building wraps via TacticaOOH), and audience measurement/certification services. Go-to-market is direct sales-led with local teams in each of the five countries, supplemented by a programmatic self-serve layer and an agency intermediary channel. The company reports reinvesting over 50% of revenue in infrastructure and community services, indicating an infrastructure-heavy operating model. President Federico Diez leads the regional holding with country-level General Managers and a dedicated LATAM Programmatic Director (Gorka Báez).
Global Via Pública firmographics
Firmographics- Name
- Global Via Pública
- Legal name
- Global Vía Pública
- Website
- https://globalviapublica.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Global Vía Pública is a regional Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising holding operating across Argentina, Chile, Mexico, Peru, and Uruguay, providing LED screens, building wraps, urban furniture, mobile billboards, and programmatic DOOH to brand advertisers and media agencies.
- Ownership category
- akta.pro rank
Global Via Pública industry classification
Industry- Product category
- Outdoor Advertising
- NAICS
- Indoor and Outdoor Display Advertising (541850), Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)
- akta.pro secondary industries
- Large-Format & Spectaculars (Building Wraps, 3D, Landmarks) (BPAFALAH), Street Furniture Advertising (Bus Shelters, Kiosks, Benches, Phone Booths) (BPAFALAD), Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF), Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH) (BPAFABAE)
Keywords
Where Global Via Pública is headquartered
LocationHeadquarters
- HQ city
- Santiago
- HQ country
- Chile
- HQ region
- Latin America
Offices5 records
Markets served
Global Via Pública business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Infrastructure, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- OOH/DOOH advertising space sales: Sale of advertising space across a diverse portfolio of OOH and DOOH formats including LED screens, urban furniture, large formats, mobile billboards, building wraps, bus advertising, bus stop shelters, and indoor screens. Revenue generated through traditional sales (per campaign, per period) and programmatic buying (CPM-based, audience-driven).
- Programmatic DOOH (CPM-based buying): Automated purchase and sale of digital OOH inventory through Global Programmatic platform. Brands buy based on impressions (CPM), targeting specific audiences. Real-time optimization based on budget, campaign period, and objectives. Algorithms select optimal screens for each ad placement.
- Direct by Global / Global Direct: CPM-based buying model similar to digital advertising. Automates direct ad purchases through advanced technology and audience-based CPMs, optimizing impressions via Adserver for agile and effective campaigns.
- Project-based creative and production services: Special production services including full branding projects, building wraps, guerrilla activations, volumetric installations, holographic branding, LED-lit installations, and drone photography/video. Complementary to core media sales.
- Audience measurement and certification services: Pre-buy and post-buy audience studies using partners (Ipsos, TDT Metrics, Scopesi) to measure campaign performance and certify campaign impact. Provides credibility and trust for clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Traditional OOH space rental per campaign/period |
| Usage-based | Pay-as-you-go | Programmatic DOOH CPM-based buying |
| Usage-based | Pay-as-you-go | Programmatic and Global Direct CPM buying |
| Unit Pricing | Multi-year contract | Project-based special productions and activations |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Global Via Pública product offering
Product offeringCore offering
Global Via Pública sells outdoor (OOH) and digital out-of-home (DOOH) advertising space across five Latin American countries (Argentina, Chile, Mexico, Peru, Uruguay). Its inventory includes LED screens, urban furniture, mobile billboards, bus advertising, building wraps, large-format static media, and indoor digital displays. The company operates a proprietary programmatic platform (Global Programmatic) and provides creative, planning, audience measurement, and smart-city solutions as integrated services around its media inventory.
Product overview
Global Via Pública is a regional outdoor advertising (OOH) and digital out-of-home (DOOH) holding operating across Argentina, Chile, Uruguay, Peru, and Mexico since 2014. The company offers a portfolio of analog and digital advertising formats including LED Screens (Pantallas LED), Urban Furniture (Mobiliario Urbano / LED), Transit Stations (Estaciones de Trasbordo), Mobile Billboards (Vallas Móviles), LED Bus Displays (Lunetas LED Ómnibus), Bus Advertising (Buses), LED Trucks (Camión LED), Large Format Static (Gran Formato), Building Wraps, Pedestrian Shelters (Refugios Peatonales), Indoor Screens (Pantallas Indoor/Data Indoor), and country-specific digital formats (Corona Digital, Icónica Digital, Arco Digital, Landmark Digital, Reloj Digital, Pantalla Digital, Digital Billboard). The portfolio is anchored by Global Programmatic, a regional PDOOH platform for automated buying and real-time optimization, supported by data tools Targets 360 and Outdoor Metrics. Complementary services include creative/innovation (Innovación/Creatividad), campaign certification, and the emerging Smart City initiative (Ciudad Contigo). The company generates over 23 million weekly contacts across its network.
Differentiator
Problem solved
Functional benefit
Brands
- Global Programmatic: Regional unit specialized in Programmatic Digital Out Of Home (PDOOH) for automated buying, selling and delivery of DOOH spaces.
- Ciudad Contigo
Products and services
- Pantallas LED (LED Screens)
Quantifiable outcome
- 23M+ weekly contacts at capital level from OOH inventory
- +10 more outcomes
Companies that use Global Via Pública
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles3 records
Global Via Pública technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Global Via Pública partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Hive (agencia de medios)coreHive served as the media agency partner for Nestlé Uruguay's first programmatic DOOH campaign in Uruguay for El Chaná coffee brand. Hive worked with Global Uruguay to execute the audience-based programmatic campaign, demonstrating the agency's role as a key intermediary for programmatic OOH buying.
- IpsoscoreIpsos is used as the primary audience measurement partner in Chile for estimating footfall and audience flow per screen. Ipsos studies are combined with mobile mobility data and advanced statistics to project impressions per location, supporting programmatic buying decisions.
- TDT MetricscoreTDT Metrics provides audience measurement for Uruguay's digital OOH network, supporting the country's programmatic DOOH ecosystem and campaign certification.
- ScopesicoreScopesi provides audience research and measurement services for Peru's OOH network, supporting campaign planning with sociodemographic and behavioral data.
- ComScoreminorJaime Vázquez-Mellado (now Mexico Director General) participated in developing certified measurement systems with ComScore and other sector companies while at Promo Espacio. This relationship may be leveraged in Mexico operations.
- Fundación Gestionando EsperanzacoreCSR partnership through Global's 'Una Vuelta Más' program. The foundation empowers women from 7 civil organizations to generate real income by transforming recovered advertising materials into high-quality merchandising products, promoting circular economy and avoiding waste decomposition.
- TacticaOOHcoreTacticaOOH is a creative partner specialized in OOH innovation and special projects. They develop full branding installations, building wraps, guerrilla activations, 3D animations, and experiential campaigns that complement Global's media inventory. Collaborations include Amazon Prime Video, Visa, H&M, Hellmann's, Samsung, Disney Wish, and La Crianza campaigns.
- Holdings GlobalcoreGlobal Vía Pública is part of Holdings Global, a regional holding company specialized in Out Of Home (OOH) media. The parent holding provides strategic direction and consolidation across the 5 country operations.
Scale indicators13 records
Recent moves7 records
Expansion highlights5 records
Global Via Pública competitors and assessment
Company assessmentBroad incumbents
- Outfront Media: US-focused OOH operator with strong transit and digital billboard presence. Comparable as a multi-format OOH incumbent investing in programmatic DOOH and audience-based measurement.
- Lamar Advertising: US-listed OOH leader with billboard, transit, and digital portfolio. Comparable as a scaled OOH operator pushing into digital/programmatic inventory, though primarily North American.
- Clear Channel Outdoor: One of the largest global OOH operators with Latin American presence across multiple countries. Directly comparable as a multi-format, multi-country outdoor advertising competitor building programmatic DOOH capabilities.
- JCDecaux: Global #1 in outdoor advertising with significant operations across Latin America (notably Brazil and Mexico) and a digital programmatic DOOH rollout. Comparable to Global Vía Pública as a multi-country OOH incumbent with a strong street furniture and large-format portfolio.
Emerging players
- Place Exchange: Independent programmatic DOOH SSP focused on automated, audience-based buying of digital out-of-home inventory in the Americas. Comparable to Global Programmatic's CPM/audience-based transaction model.
- AdQuick: US-headquartered programmatic OOH planning and buying platform. Comparable as a technology-enabled OOH buying layer, although primarily serving North American static OOH rather than the full LATAM multi-format scope.
Direct peers
- Vistar Media: Leading programmatic DOOH supply-side platform enabling automated buying of digital out-of-home inventory globally. Closely comparable to Global Programmatic as a technology-driven programmatic DOOH layer competing for the same CPM-based ad budgets.
- Hivestack: Global programmatic DOOH SSP/ad server used by media owners and agencies. Directly comparable to Global Programmatic as a programmatic buying technology stack for DOOH inventory.
Regional players
- Ströer: Germany's largest OOH operator with a strong DOOH and digital-out-of-home portfolio. Comparable as a multi-format OOH company investing in data-driven digital out-of-home, though focused primarily on European markets.
- JCDecaux Brazil (subset): JCDecaux's Brazilian street furniture and OOH business. Comparable as a multi-format regional OOH competitor with street furniture presence overlapping Global's mobiliario urbano offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Global Via Pública social profiles
Digital presenceGlobal Via Pública financial estimates
Financial estimateRevenue estimate
Valuation estimate
Global Via Pública leadership team
Management profileNumber of profiles
Profiles6 records
Global Via Pública funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Global Via Pública 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 Global Via Pública
What does Global Via Pública do?
Global Via Pública sells outdoor (OOH) and digital out-of-home (DOOH) advertising space across five Latin American countries (Argentina, Chile, Mexico, Peru, Uruguay). Its inventory includes LED screens, urban furniture, mobile billboards, bus advertising, building wraps, large-format static media, and indoor digital displays. The company operates a proprietary programmatic platform (Global Programmatic) and provides creative, planning, audience measurement, and smart-city solutions as integrated services around its media inventory.
Is Global Via Pública a public or private company?
Global Via Pública is a private company. It is classified as corporate owned and is currently operating.
When was Global Via Pública founded?
Global Via Pública was founded in 2014. It employs 51 to 100 people.
Where is Global Via Pública based?
Global Via Pública is headquartered in Santiago, Chile, in the Latin America region.
How does Global Via Pública make money?
Five revenue lines are on record. OOH/DOOH advertising space sales are the primary driver. The others are programmatic DOOH (CPM-based buying), direct by Global / Global Direct, project-based creative and production services and audience measurement and certification services.
Who are Global Via Pública's main competitors?
Broad incumbents on record are Outfront Media, Lamar Advertising, Clear Channel Outdoor and JCDecaux. Emerging players are Place Exchange and AdQuick. Direct peers are Vistar Media and Hivestack. Regional players are Ströer and JCDecaux Brazil (subset).
Does Global Via Pública have an API?
No public API is recorded for Global Via Pública.
What industry is Global Via Pública in?
Global Via Pública's product category is Outdoor Advertising. Its primary akta.pro industry code is BPAFAAAI, Out-of-Home (OOH), DOOH & Ambient Advertising, with a secondary code of BPAFALAH, Large-Format & Spectaculars (Building Wraps, 3D, Landmarks). Its NAICS code is 541850 and its SIC code is 7310.