With operations in Argentina, Chile, Peru, Uruguay, and Mexico, the organization begins 2026 focused on transforming urban communication by integrating creativity, technology, and data to generate measurable experiences across the region. In 2025, the company presented a double-digit year-over-year improvement in income and results, stated Federico Diez, CEO and President of Global Vía Pública. Global Vía Pública projects expansion in Latin America and strengthens its programmatic purchasing strategy. The holding, specialized in Out Of Home media, reached over 40 million people in 2025 and plans to multiply its inventory in key cities during the current year. This tool will allow evaluating the advertiser's experience and identifying improvement opportunities systematically. The projection for 2026 includes deepening into cutting-edge solutions, such as the expansion of the online post-sale service in real-time, a system already pioneeringly implemented in selected markets. After a review of its local structures in 2025, the regional team has consolidated a strategy that allows articulating decisions in each market. The ultimate purpose is to transform the public space into a smarter and more connected environment, where each installed support contributes to improving the urban experience and strengthening the link between brands and citizenship under sustainability criteria. The organization currently has a team of more than 400 professionals in programmatic development, marketing, and operations areas. It also contemplates the incorporation of strategic partners for audience measurement in all operational territories, ensuring that every advertising action is backed by quantitative metrics. Diez concludes that the organization is in a stage of maturity after a significant expansion period. The goal for 2026 is to multiply the inventory in key cities of the countries where they have a presence, raising the service standard and customer orientation. To ensure operational excellence, the company will implement NPS (Net Promoter Score) measurement in all its operation countries this year. According to Diez, the holding leads in strategic markets such as Chile, Mexico, and Peru. It especially highlights the 70% growth in its regional unit Global Programmatic, specialized in advanced segmentation and real-time optimization for effective campaign management. Likewise, through Nexus, the group's new firm dedicated to solutions in commercial poles, the holding assumes a leading role in the Retail Media ecosystem.
