Outdoor
Colombia

One of the oldest media, outdoor or out-of-home (OOH) is employed by advertisers to promote their products and services in public spaces. The advertisements can be placed on billboards and posters; in bus shelters, airports, shopping centres, kiosks and stadiums; inside and outside buses, trains and taxis. In many countries, but not all, the OOH industry has shown resilience in the past years. Even in this context, a wave of consolidations has helped several actors to grow quickly. As other traditional media, OOH is not immune to innovation. The major trend is Digital OOH, which replicates OOH offers in dynamic digital formats. Programmatic DOOH is also quickly expanding.

The OOH market in Colombia

In Colombia, the out-of-home (OOH) market, also known as outdoor media, has exceeded 12% of total advertising spending in the country for several years, which makes it one of the leading markets in Latin America. More than 20 formal players share the business, almost all national companies, except for JCDecaux, associated in Eucol with the Valorem group, owner in addition to the main media holding (Caracol). Eucol and the national companies Efectimedios, Dolmen and Marketmedios are the leaders, although none with more than 15% market share. The informal market is marginal in the country. The main business nodes are Bogotá, Medellín, Cali, but the good urban distribution of the population in Colombia has generated opportunities in a number of secondary cities such as Barranquilla, Cartagena, Cucuta, Bucaramanga and others. It has been a very stable market, with moderate growth, with increasing penetration of digital OOH (DOOH) up to more than 13% of net revenues in 2019.

Population: 50.38M
Population density: 44.23/KM2
Number of households: 14.52M
Average households size: 3.47
Surface area: 1.14 M KM2
  • Quarterly up-to-date detailed data & history
  • By operator and technology
  • Small, medium and big operators covered
  • Annual forecasts by technology
  • Market segment deep dives with interactive dashboards
  • Regular price starting from $150

  • Regular price starting from $150

Actor Profiles

  • Quarterly up-to-date detailed data & history
  • Market segment deep dives with interactive dashboards
  • Local and regional ranking
  • Competition benchmarking
  • By activity

  • Regular price starting from $90
  • Quarterly up-to-date detailed data
  • Up to 5-year history
  • By activity (TV, OTT, broadband, mobile, telephony)
  • Market segment deep dives with interactive dashboards
  • Regional benchmarks
  • Regular price starting from $190

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