Uruguay. After winning a tender in Montevideo, Uruguay, and at an exclusive event that took place in Distrito el Globo, Global Vía Pública celebrated the official launch of the new smart shelters.
There, leaders from the advertising world, media, executives of the main advertisers in the country and members of the companies that make up the consortium in charge of the project gathered.
In Montevideo, the project foresees the installation of more than 2,100 pedestrian shelters and 1,535 digital panels, redesigning the public transport experience and integrating technology, design and accessibility. The new shelters will be smart spaces: they will include LED lighting, tactile floors, USB chargers, anti-vandal structures and SOS buttons connected with audio, all designed to provide more security, more inclusion and more connectivity.
"Montevideo becomes a regional benchmark in urban innovation. This transformation not only improves the citizen experience, it also revolutionizes the way brands interact with the city," said Silvia Gularte, commercial manager of Global Vía Pública Uruguay.
The digital panels, in addition to offering real-time information connected to the metropolitan transport system, will open a new stage in the digitization of outdoor advertising in Uruguay, with interactive spaces with a high visual impact.
"We are addressing operational, commercial and financial challenges with a strategic vision. This investment in urban infrastructure is a commitment to the quality of life of the people of Montevideo for the next 15 years," added Nicolás Dugonjic, general manager of Global Vía Pública Uruguay.
It is expected that this modernization plan, promoted by the Municipality of Montevideo, will have a direct impact on the local economy through the hiring of national workers and suppliers, with a focus on technical development, installation, maintenance, technology and creative services. It is an investment that generates employment, strengthens the advertising ecosystem and projects Montevideo as a hub for urban innovation at the continental level.
"It is an investment in the present and future of Montevideo," summarizes Diego Valle Lisboa, director of Transport of the Municipality. "It adds value to public space, boosts the local and international economy, and improves the quality of life."
Regional expansion
Global Vía Pública recently acquired Clear Channel in Mexico, Peru and Chile, with a combination of strategic vision, cutting-edge technology and sustained growth, aims to lead a true reconfiguration of the outdoor advertising ecosystem in the region, setting a new standard for the industry.
This expansion involves the repositioning of out-of-home advertising as a driver of economic development, urban innovation and dynamization of the local business fabric.
The integration of Clear Channel's operations in strategic markets such as Mexico, Chile and Peru means not only a greater presence, but a unification of technological standards, greater investment in digital infrastructure and a professionalization of the market that raises the bar for the entire industry.
In each of these regions, the arrival of Global OOH unleashes a multiplier effect: it activates employment networks in sectors such as technology, design, construction and maintenance; it boosts foreign investment; and allows brands – large and small – to access more segmented, measurable and efficient communication platforms.
In this regard, Federico Diez, President of Global VP says: "When Google seeks to go from the digital to the physical world, Global does it the other way around, but reaching much larger audiences! From the world of physical media in OOH creates huge digital and physical distribution channels. Not only is it gaining scale: it imposes a new paradigm where OOH ceases to be a traditional medium to become an intelligent, dynamic and fundamental channel in advertisers' omnichannel strategies. And it does so with a triple impact approach: economic development, urban modernization and sustainability."