In early October 2025, Asunción, Paraguay, hosted the first part of the ALOOH LATAM 2025 international forum, the largest industry event bringing together leaders in the OOH/DOOH sector in Latin America.
This year’s event was held under the slogan “Estar en todos lados” (“Be everywhere”), reflecting the dynamic development of technologies, data and new business models in the field of out-of-home communications.
The forum’s main discussion platform, the plenary session “Escenario de Métricas de Audiencia del OOH en América Latina y en el Mundo” (OOH Audience Metrics in Latin America and Around the World), addressed key market challenges: the possibility of introducing a unified metric in OOH/DOOH, the transition from basic OTS indicators to VAC real-visibility standards, the integration of reach and impressions into cross-media models, requirements for data transparency and trustworthy methodologies, as well as the impact of new technologies — from AI and mobile data to IoT and Retail Media — on the future of outdoor media measurement.
Luis M. Gonzalez Lentijo, CEO of City Screen Latam, spoke as an expert on Programmatic DOOH. He noted that the convergence of OOH, Retail Media and digital communications requires common measurability: the integration of consumer-behavior data with physical touchpoints creates a new category of influence on the buyer’s journey.
According to him, developing uniform requirements for Retail Media effectiveness in the region, transparent and comparable metrics for all levels of the funnel, and the application of AdTech solutions are necessary steps toward the effective integration of DOOH into the omnichannel communications ecosystem.
This year’s event was held under the slogan “Estar en todos lados” (“Be everywhere”), reflecting the dynamic development of technologies, data and new business models in the field of out-of-home communications.
The forum’s main discussion platform, the plenary session “Escenario de Métricas de Audiencia del OOH en América Latina y en el Mundo” (OOH Audience Metrics in Latin America and Around the World), addressed key market challenges: the possibility of introducing a unified metric in OOH/DOOH, the transition from basic OTS indicators to VAC real-visibility standards, the integration of reach and impressions into cross-media models, requirements for data transparency and trustworthy methodologies, as well as the impact of new technologies — from AI and mobile data to IoT and Retail Media — on the future of outdoor media measurement.
Luis M. Gonzalez Lentijo, CEO of City Screen Latam, spoke as an expert on Programmatic DOOH. He noted that the convergence of OOH, Retail Media and digital communications requires common measurability: the integration of consumer-behavior data with physical touchpoints creates a new category of influence on the buyer’s journey.
According to him, developing uniform requirements for Retail Media effectiveness in the region, transparent and comparable metrics for all levels of the funnel, and the application of AdTech solutions are necessary steps toward the effective integration of DOOH into the omnichannel communications ecosystem.
“Today, data is not just a metric; it is the currency of trust between all market players. pDOOH opens up the possibility for truly targeted, transparent and measurable communication,” Louis pointed out.
Leading industry experts also took part in the discussion.
Saraí Alencar, Regional Director for LATAM at AllUnite, emphasized the need to develop a unified metric as a tool for strengthening trust and comparability of results between markets and media. Marco Frade, media expert and representative of the Central Association of OOH Companies of Brazil, drew attention to the transition from the “opportunity to see” (OTS) metric to viewable impressions (VAC) and the integration of this data into a cross-media system. Mariano Tejero, president of Scopesi, noted that advertiser trust is only possible with representative, verifiable and transparent methodologies, and pointed to the potential of AI, mobile data and IoT as key drivers of measurement evolution in the coming years.
Saraí Alencar, Regional Director for LATAM at AllUnite, emphasized the need to develop a unified metric as a tool for strengthening trust and comparability of results between markets and media. Marco Frade, media expert and representative of the Central Association of OOH Companies of Brazil, drew attention to the transition from the “opportunity to see” (OTS) metric to viewable impressions (VAC) and the integration of this data into a cross-media system. Mariano Tejero, president of Scopesi, noted that advertiser trust is only possible with representative, verifiable and transparent methodologies, and pointed to the potential of AI, mobile data and IoT as key drivers of measurement evolution in the coming years.
Brief summary
The plenary session was a key moment in the discussion of media-effectiveness measurement standards: participants reached a consensus on the need for transparent, comparable and technologically advanced metrics that allow for the integration of data from physical and digital environments.
The plenary session was a key moment in the discussion of media-effectiveness measurement standards: participants reached a consensus on the need for transparent, comparable and technologically advanced metrics that allow for the integration of data from physical and digital environments.
ALOOH LATAM 2025 is an annual initiative of the Latin American Outdoor Media Association (ALOOH) aimed at developing the sector, sharing experiences and implementing international standards.
The 2025 event will be held in two parts:
Part I: October 2–4, 2025, Asunción (Paraguay)
Part II: November 4–6, 2025, Antigua Guatemala (Guatemala)
For more information, visit foro.alooh.org.
The 2025 event will be held in two parts:
Part I: October 2–4, 2025, Asunción (Paraguay)
Part II: November 4–6, 2025, Antigua Guatemala (Guatemala)
For more information, visit foro.alooh.org.