Asunción / Mexico City, June 2025 — In a key milestone for its growth in Latin America, CityScreen Latam announces the successful implementation of its proprietary screen management platform, CSPlay CMS, on the LED screen of RH Rodríguez Hermanos, one of Paraguay’s most prominent OOH media companies. The project has been fully operational since March 26, 2025, and marks a new phase in the digital transformation of the country’s outdoor advertising landscape.
Located at the iconic intersection of Aviadores del Chaco and San Martín avenues, in the heart of Asunción’s financial district, the curved LED screen stands out for its strategic placement and technical capabilities. Measuring 14.08 × 6.72 meters, with a 1760 × 840 pixel resolution, it is now fully operated through CSPlay CMS — a flexible, high-performance platform designed to meet the real needs of today’s media owners.
Located at the iconic intersection of Aviadores del Chaco and San Martín avenues, in the heart of Asunción’s financial district, the curved LED screen stands out for its strategic placement and technical capabilities. Measuring 14.08 × 6.72 meters, with a 1760 × 840 pixel resolution, it is now fully operated through CSPlay CMS — a flexible, high-performance platform designed to meet the real needs of today’s media owners.
“Our vision goes beyond software. We build long-term partnerships, supporting our clients in commercial planning, operational training, and performance management,”
— said the CityScreen Latam team.
The collaboration extended far beyond the technical deployment. CityScreen guided RH Rodríguez Hermanos through a full induction and business transformation process, including staff training, monetization strategy, time-based segmentation, creative scheduling, performance metrics, and integration of programmatic sales tools. The result: enhanced screen governance, improved KPIs, and stronger market presence.
🔧 Technology tailored for DOOH operators
CSPlay CMS offers:
• Remote, multi-tenant screen management
• Proprietary SSP for programmatic integration
• CRM for campaign and advertiser tracking
• Compatibility with audience metrics (e.g. Scopesi), sensors, and cameras
• Automated reporting and smart playlist control
CSPlay CMS offers:
• Remote, multi-tenant screen management
• Proprietary SSP for programmatic integration
• CRM for campaign and advertiser tracking
• Compatibility with audience metrics (e.g. Scopesi), sensors, and cameras
• Automated reporting and smart playlist control
🌎 Regional innovation with a local focus
CityScreen Latam, officially launched in March 2025, aims to empower media owners across Latin America with scalable, accessible, and market-adapted technologies. This first deployment in Paraguay demonstrates how innovation can support, not replace, local media players — placing them back at the center of the DOOH industry.
CityScreen Latam, officially launched in March 2025, aims to empower media owners across Latin America with scalable, accessible, and market-adapted technologies. This first deployment in Paraguay demonstrates how innovation can support, not replace, local media players — placing them back at the center of the DOOH industry.
“We believe that focus, control, and value creation in the DOOH sector must remain with media owners. Our goal is to equip them with the right tools to lead their markets and scale on their own terms.”
— Luis María González Lentijo, CEO of CityScreen Latam