Latin America is a fantastic place to utilise the scale and visibility of outdoor billboards. Huge displays are found in some of the most prominent cities, including Buenos Aires, Argentina, São Paulo, Brazil, and Mexico City, Mexico—all of which benefit from diverse viewers and considerable volumes of traffic.

Brands can choose between full-height billboards erected on the sides of skyscrapers, retail parks, and city centre structures, and roadside and intersection billboards that expose promotions to motorists, pedestrians, and public transport users.

Growth in digital out-of-home marketing in Latin America has been incredibly fast. Interactive, data-backed, and immersive screens are located in a variety of entertainment complexes, shopping malls, and other facilities like conference centres and train stations.

Examples of premium placements include Albrook Mall in Panama City, Panama, the largest in Latin America, Leste Aricanduva in SãoPaulo, Brazil, which covers 250,000 square metres, and the Plaza Imperial in Bogota, Colombia, the biggest shopping centre in the region by the number of visitors.

Although the regional mass transit culture may vary between Latin American countries, there are extensive transport networks, including well-connected urban systems like the Subte metro system in Buenos Aires and the Metro in Medellín, Colombia, which are the transport option of choice for millions of residents and visitors.

Brands can advertise products and services by taking advantage of extended dwell times at platforms, stations, stops, and shelters, creating tailored campaigns focused on networks and metro locations that align with the activities of their target demographics, or using outdoor bus and taxi advertising to amplify impressions.

Marketing in aviation centres is tried and tested, with enormous footfalls traversing terminals daily, business lounges to aim promotions at high net worth audiences and countless potential advertising placements in the largest Latin American airports, all serving international airlines, domestic flights and global tourist sectors.

High-demand airport advertising is available in Mexico City International Airport and El Dorado International Airport in Colombia, both of which serve an astonishing 45 million passengers a year, and São Paulo-Guarulhos International, with 43 million arrivals and departures per annum. Marketers can also consider Cancun International, as one of the most-used airports for global travellers.

Place-centric marketing combines research into audience behaviours and some of the many advertising formats available. It puts campaigns and communications directly in front of carefully selected viewers, such as commercial professionals and investors.

In Latin America, that could mean securing premium ad placements in some of the largest convention centres, such as the Riocentro Convention and Event Centre and the Salvador Convention Centre, both award-winning facilities in Brazil, and marketing via the Lima Convention Centre in Peru – one of the largest in South America.