Global Via Pública

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).

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

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

• Outdoor advertising
• Digital out-of-home
• Programmatic DOOH
• Billboard media
• OOH advertising network

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. 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).
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Hive (agencia de medios)coreChannel Partner/ Reseller/ Distributor · 1 October 2025Hive 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.
• IpsoscoreStrategic or Co-development PartnerIpsos 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 MetricscoreStrategic or Co-development PartnerTDT Metrics provides audience measurement for Uruguay's digital OOH network, supporting the country's programmatic DOOH ecosystem and campaign certification.
• ScopesicoreStrategic or Co-development PartnerScopesi provides audience research and measurement services for Peru's OOH network, supporting campaign planning with sociodemographic and behavioral data.
• ComScoreminorStrategic or Co-development PartnerJaime 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 EsperanzacoreStrategic or Co-development PartnerCSR 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.
• TacticaOOHcoreImplementation/ SI/ Consulting PartnerTacticaOOH 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 GlobalcoreOthersGlobal 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

Broad 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

• YouTubeyoutube.com/channel/UCgoM9l5iMKnXr1P9NSkkg3Q
• Facebookfacebook.com/Globalviapublica
• LinkedInlinkedin.com/company/global-via-publica
• Instagraminstagram.com/globalviapublicalatam

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Global Via Pública