Place Exchange has expanded into Latin America, giving marketers access to more than 9,000 premium digital out-of-home (OOH) screens.
“Latin America represents a major market opportunity for programmatic OOH,” says Nick Bennett, senior vice president of partnerships at Place Exchange. “Just as programmatic buying has dominated every category of digital advertising including display, mobile, and connected television, the same transformation is taking place in OOH. Marketers are shifting from disjointed media buys through siloed channels, to larger omnichannel programmatic buys coordinated through their DSPs.”
OOH ad spending in Latin America will grow from $960 million in 2021 to $1.47 billion by 2024, Bennett says, citing data from Statista.
DSP and agency partners want to replicate U.S. success in Latin America, he says. “We have built-in demand from U.S. buyers interested in executions across multiple regions, including LATAM,” he adds.
Place Exchange also continues to experience a “pull” from LATAM media owners and agencies looking to leverage programmatic. They are investing heavily in expanding digital footprints of existing and new networks.
The move enables Place Exchange to support programmatic OOH media in Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Panama, Paraguay, and Peru.
Participating media companies include Billboard Planet; Brapex; Doohmain; eme.pe; LatinAD, OLA Media; OOHTV, and Winkel Media, a joint venture with VSBLTY, Retailigent Media, and ABInBev.
The move will help companies integrate directly in demand-side platforms (DSP) such as MediaMath, Roku, Yahoo DSP, and others.
The expansive network includes billboards, malls, mobility, point of care, street furniture, retail locations, transit hubs, and more.
The operation is based from the U.S., including multilingual team members who support the Latin American region, and resources dedicated to regional supply and demand partners.
Bennett manages the partnerships, and Place Exchange CCO Dave Etherington will oversee LATAM.
“While programmatic OOH is newer to the LATAM market, there is a large appetite for innovation among Latin America media owners and buyers, and partners have expressed a strong interest in replicating the learnings and the positive impact of programmatic OOH from the US to Latin America,” Bennett said. “We expect to be able to leapfrog some of the growing pains it took to scale programmatic OOH in the U.S., as omnichannel DSPs have now invested in understanding the channel, and developed tools for planning, targeting, and measurement.”