Global Vía Pública has introduced Programmatic OOH (Programmatic Digital Out Of Home) to Uruguay, marking a significant innovation in the advertising market. The first campaign using this technology was for Nestlé's coffee brand El Chaná. This strategy is based on audience analysis to determine the most effective public touchpoints, setting a new standard in the local industry. The programmatic format, essentially audience-based planning, positions Uruguay for a more agile and measurable advertising ecosystem. Nestlé's Marketing Manager, María Lucía Stirling, described the experience as very positive. The new technology allowed the brand to execute, optimize, and measure its outdoor advertising on high-impact digital screens in smart shelters in a fully automated way. This approach enabled Nestlé to connect with audiences more dynamically and contextually, while also contributing to urban infrastructure development. Currently, there are 47 digital screens in operation, with a projected 180 active by the end of the year, offering advertisers greater reach and precision.
