Out-Of-Home (OOH) advertising, traditionally perceived as a static medium, is undergoing a profound transformation. Driven by technological advancements and limitless creativity, this evolution positions it not only as a relevant medium but as a potent catalyst for campaigns that capture public attention and organically spread beyond the streets. In Latin America, this reinvention is particularly noticeable, with brands achieving massive resonance through innovative executions.
Despite the rise of digital channels, outdoor advertising remains a fundamental pillar for reaching massive urban audiences. Fast-moving consumer goods (FMCG) brands, for example, continue to invest significantly in OOH, allocating 20% more to this medium than the average advertiser, with the primary goal of maximizing brand awareness and reach to be present in the consumer's mind at the moment of purchase. This underscores the enduring importance of OOH as an unavoidable point of contact in the advertising landscape.
Audience fragmentation is one of the biggest challenges in global advertising, where digital attention is ephemeral and easily blocked. In this context, OOH emerges as an anchor, a medium that cannot be "turned off" with a zap or an adblocker, guaranteeing constant and massive exposure. This unavoidable nature of OOH makes it a fundamental layer for brand presence, especially when integrated with digital strategies. Its ability to generate an uninterrupted first impact is invaluable for notoriety, which can subsequently be amplified in the digital environment.
The current era also allows for unprecedented audience understanding and segmentation thanks to geolocation systems, opening powerful opportunities to selectively impact a massive audience according to their needs, interests, and lifestyles. Digital out-of-home communication is creating surprises worldwide, and although incipiently, successful cases are also emerging in Argentina and the rest of the region. The key to viral success lies precisely in the ability of these campaigns to connect, surprise, and interact with the audience, transforming the message from the street into shareable content on social networks. The fact that audiences traditionally do not expect disruptive ideas in OOH creates fertile ground for viral success. When a brand delivers something truly innovative or surprising in this medium, it stands out dramatically, exceeding low expectations and making the content highly shareable. This "unexpected surprise" is a powerful engine for viral amplification.
The evolution of OOH towards digital, known as Digital Out of Home (DOOH), marks a turning point in the advertising industry. This medium is the second fastest-growing globally, only surpassed by the Internet. In Latin America, key markets such as Brazil, where digital screens already account for 30% of media investments, as well as Mexico, Argentina, and Colombia, show significant potential for greater investment and growth in DOOH, despite still constituting a smaller percentage of the total OOH market.
Technology is the main driver behind this explosion of creativity and virality. Technological advancements have transformed OOH, allowing it to be more dynamic, personalized, and effective. DOOH, in particular, enables the delivery of dynamic and relevant messages, seamlessly integrated with mobile strategies. Technological innovations are unlocking creative ideas that until recently seemed straight out of futuristic movies: from artificial intelligence and mixed reality to interactivity with touch screens, gaming, integration with social networks, data-driven messages, retargeting, and synchronization with mobile devices through geolocation. 3D digital campaigns are a tangible example of this trend, specifically designed to capture attention and generate immersive experiences that transcend the traditional billboard. Their high amplification potential is due to the fact that 3D content, being creative and innovative, is easily shareable on social networks, exponentially increasing the campaign's reach by going viral. Techniques such as "forced perspective," which uses screen edges to create the illusion of depth, and "anamorphosis," which distorts images to appear normal from a specific viewpoint, are fundamental to achieving these impactful 3D effects on OOH screens.
This ability of OOH campaigns, especially DOOH, to generate highly shareable content on social networks, positions the medium as a "gateway" to digital virality. Media buying companies, in fact, express great interest in DOOH because it offers them superior reach to what they currently obtain from social networks, and an impressive 92% state that DOOH has improved their brand metrics. This means that OOH has ceased to be merely a broadcasting medium; it has become a content generator in itself. A visually impactful or highly interactive OOH execution acts as a physical "hook" that drives digital engagement. People who witness something extraordinary in the physical world capture it and share it online, transforming outdoor advertising into organic content for social networks and creating a powerful feedback loop where physical presence fuels digital virality.
The synergy between the OOH industry and digital channels continuously strengthens, with a focus on identifying audience behavior after being exposed to OOH campaigns. In an information-saturated world, where consumer attention has drastically reduced to an average of 8.25 seconds due to content overload, mere visibility is no longer enough. Creativity is what truly provides the experience, attracts attention, and generates the necessary engagement. OOH, by its nature, demands attention in public spaces. When combined with innovative creativity, such as 3D effects or interactive elements, it manages to stand out amid the noise, making those precious 8.25 seconds of attention meaningful. This elevates creativity from a desirable quality to an imperative necessity to achieve impact and virality, especially in OOH, where the audience cannot simply "skip" the ad.
Latin America has consolidated itself as a hotbed of innovative OOH campaigns that not only captured attention on the streets but transcended the physical space to go viral, demonstrating the power of local creativity and integration with the digital environment.
Colombia has been an epicenter of OOH creativity, with campaigns that have achieved a deep connection with the public and significant digital amplification.
Cerveza Águila: "Unofficial Goals" This campaign, recognized with multiple awards, including Silver in Creative Commerce at the Clio Awards 2024 and a Lion at Cannes Lions 2023, had the main objective of bringing joy back to Colombian football. Cerveza Águila installed mini-goals equipped with motion sensors next to the real goals in stadiums. The mechanic was ingenious: when a player missed a goal in the main goal, but the ball passed through these advertising mini-goals, real-time beer discounts were activated. These promotions could be redeemed at the stadium, on e-commerce platforms, in sports bars, and during television and radio broadcasts.
The key viral element of "Unofficial Goals" lay in its real-time interactivity and instant reward. This strategy transformed a moment of frustration for fans (a missed goal) into a shared celebration, generating a unique and highly shareable experience that, according to reports, broke sales records. When OOH creates a tangible, real-time interaction that directly benefits the consumer or evokes a strong emotion, it naturally generates conversation and dissemination. The physical OOH becomes the "stage" for an experience that is then documented and amplified on social networks, driving its viral spread. This highlights that OOH that goes viral often involves a participatory element, not just passive viewing.
Makro: "Life Extending Stickers" Makro launched an innovative initiative to address the serious problem of food waste in Colombia, where an alarming 40% of the 6.1 million tons of food discarded annually correspond to fruits and vegetables. The brand introduced biodegradable stickers, printed with ecological ink, that adhered to fruits and vegetables. These stickers not only informed but suggested recipes based on the product's ripeness level, encouraging its consumption at all stages. In addition, the pricing strategy was adjusted: the riper the fruit, the cheaper it became, further incentivizing conscious purchase and consumption.
The viral factor of "Life Extending Stickers" lay in the simplicity of its solution and its impact on a relevant social problem such as food waste, coupled with the direct benefit to the consumer (money saving). This combination made it a highly resonant and shareable idea, which spread far beyond the point of sale. The campaign was recognized with Silver in Creative Commerce (Sustainable Commerce) and Design (Packaging, Sustainability) at the Clio Awards 2024, demonstrating that viral OOH is not just about spectacle. Campaigns that offer genuine utility or address pressing social concerns in a simple and ingenious way can achieve significant organic reach. When OOH provides a solution or a meaningful message, it resonates deeply, encouraging people to share not only the ad but the underlying idea.
Other creative examples in Colombia: In addition to these highlighted campaigns, Colombia has seen other creative initiatives in outdoor advertising, such as the "Siempre hay una historia" ("There's always a story") billboard for the La Candelaria neighborhood, promoted by the District Institute of Cultural Heritage. The Colombian market, along with Mexico and Argentina, also presents considerable potential for investment in DOOH campaigns, suggesting a promising future for creativity in this medium.
NotMilk: "We Didn't Write This Campaign" This campaign by NotMilk, a plant-based milk alternative, arose in response to a lawsuit by the Chilean dairy industry against its manufacturer, NotCo. The brand launched a bold OOH campaign that used the opposition's own legal document words to define and promote NotMilk. The key viral element of this campaign was humor, audacity, and meta-advertising. By using the legal conflict as advertising content, the campaign resonated strongly with the Chilean public. It generated an authentic connection by showing the brand's "truth" through an unexpected and unconventional source. This strategy not only captured attention but also boosted NotMilk's market share by five points. The campaign was awarded Gold in Print at the Caples Advertising Awards 2024. OOH campaigns that break the traditional advertising mold by being authentic, self-aware, or humorous can create a strong emotional connection. This unexpected approach makes the content highly shareable, as the audience appreciates the brand's bravery and ingenuity. It transforms a potential crisis into a marketing triumph, demonstrating that vulnerability or controversy, when handled intelligently, can be a viral asset.
Costa Rica is positioning itself as an innovative market in OOH, especially with the adoption of 3D technologies.
Pastas Roma (Atún Pronto): "¡Éxito Rotundo con una Campaña 3DOOH!" Pastas Roma (Atún Pronto): "Resounding Success with a 3DOOH Campaign!" This campaign, a result of a collaboration between JCDecaux Latam and Pastas Roma for their Atún Pronto product, was deployed on four high-impact DOOH screens in San José. What made it notable was that the 3D digital spot was produced in-house by JCDecaux IMC and, crucially, was conceived specifically for the digital outdoor medium. Its success was so resounding that, unusually, the idea was later adapted for a television campaign.
The key viral element was the visual spectacularity of 3D in OOH, which captured massive attention and generated unprecedented conversation. This case demonstrates how 3D DOOH is not just an adaptation of traditional media but is becoming a primary creative canvas. Its visual impact and novelty are so powerful that they can generate concepts compelling enough to be replicated in other media. This signals a shift in the creative hierarchy, where OOH can lead the creative direction of an entire campaign, driving viral content that then informs broader media strategies. The campaign achieved "spectacular sales results, beyond expectations," and the competition reacted with defensive campaigns, evidencing the disruptive impact of this strategy. "Massive reach" was achieved, and the brand confirmed its intention to increase investment in DOOH, renewing its confidence in JCDecaux Latam's creative capabilities. Highly creative and viral OOH campaigns, particularly those leveraging cutting-edge technologies like 3D DOOH, can have a significant competitive impact beyond simple brand awareness. They can alter market dynamics, force competitors to react, and even redefine category leadership, demonstrating the strategic power of OOH.
Otros ejemplos creativos en Costa Rica: Other creative examples in Costa Rica: In Costa Rica, there have also been examples of creative outdoor advertising such as the "ambient" billboards "Pizarra" for Un Techo para mi País and "Botones" for Resistol (Kativo de Costa Rica).
While the following examples were listed under "Viral Marketing" in the research and their direct relationship with OOH campaigns is not explicitly specified, they illustrate the ability of brands in Latin America to generate resonance and massive dissemination:
• Dove: "Línea reafirmante" (Firming Line) (El Salvador)
• Wendys: "Chiliburger" (El Salvador)
• Cerveza The One: Cervecería Nacional Dominicana (Dominican Republic)
• Brahma Light: Brahma (Venezuela)
• Siman: "Buscar y encontrar" (Search and Find) (Venezuela)
• Off!: SC Johnson (Mexico) It is fundamental to differentiate between general viral marketing and viral marketing specifically driven by OOH. While many campaigns achieve virality, the concrete role of OOH in that virality requires explicit evidence. This highlights the importance of precise attribution in campaign analysis.
A continuación, se presenta una tabla resumen de las campañas OOH virales destacadas en Latinoamérica: Below is a summary table of the highlighted viral OOH campaigns in Latin America:
| Marca (Brand) | Campaña (Campaign) | País (Country) | Elemento Creativo/Viral Clave (Key Creative/Viral Element) | Impacto/Reconocimiento (Impact/Recognition) |
| Cerveza Águila | "Unofficial Goals" | Colombia | Interacción en tiempo real, recompensa instantánea (Real-time interaction, instant reward) | Récords de ventas, Plata en Clio Awards 2024, Cannes Lions 2023 (Sales records, Silver at Clio Awards 2024, Cannes Lions 2023) |
The OOH landscape in Latin America looks very promising for the future, driven by continuous growth and the adoption of advanced technologies. Latin America, as a whole, has great potential for investment in DOOH campaigns. Markets such as Mexico, Argentina, and Colombia, despite DOOH still representing a smaller percentage of total OOH investment, are poised for significant growth. The increasing ease of purchasing DOOH spaces, along with improvements in targeting and measurement capabilities, will further drive the adoption of this medium in omnichannel media buying strategies.
This evolution of OOH increasingly positions it as a fundamental pillar within omnichannel and full-funnel strategies. DOOH can deliver results at both the top of the funnel (brand awareness) and the bottom (conversion and sales), meaning it is no longer perceived solely as a notoriety tool. With its capabilities for dynamic messages, real-time optimization, and seamless integration with mobile devices and social networks, OOH can influence consumer behavior at multiple stages, from initial brand exposure to driving direct actions, such as QR code scanning or activation of geolocated offers. This transforms OOH into a more strategic, versatile, and measurable component within modern marketing mixes.
New technologies and communication languages are the driving force behind this transformation. Technology is advancing by leaps and bounds, allowing brands to be more creative than ever in the OOH space. This includes the incorporation of artificial intelligence, mixed reality, interactivity with touch screens, gaming elements, deep integration with social networks, and the ability to offer data-driven messages in real time. 3D DOOH campaigns, in particular, represent a key trend, offering immersive experiences that captivate audiences and have high viral potential. What was once complex and expensive, such as interactive OOH or 3D illusions, is becoming more accessible. This means that not only large global brands but also local brands can leverage cutting-edge OOH technologies to create highly creative and viral campaigns, leveling the playing field and fostering a more innovative advertising landscape in Latin America.
There are also significant opportunities for local and global brands in the region. JCDecaux, a key player in the Latin American market, is leading a new way of working collaboratively with media agencies, agencies, and brands through its "OOH Together" strategy, fostering a collaborative environment that drives creativity. Likewise, the Latin American Out Of Home Association (ALOOH) plays a crucial role in promoting the exchange of success stories and the most relevant developments in the industry, facilitating learning and innovation throughout the region.
Creative OOH in Latin America has proven to be much more than simple billboards; it is a dynamic force capable of generating massive conversations and leaving a lasting mark. The analyzed campaigns, from stadium interactivity to ingenious solutions for food waste and the bold use of humor or 3D technology, offer fundamental lessons for brands seeking to impact and viralize their message.
The main conclusions that emerge from these successes are clear:
• Creativity is king: Beyond the size or location of the support, the innovative idea and impactful message are what truly capture attention and spread. It is the ability to surprise and delight that transforms a billboard into a viral phenomenon.
• Integration is power: The most successful campaigns are not limited to the physical space. They combine the unavoidable presence of OOH with digital amplification, creating an echo on social networks that multiplies their reach and duration. OOH becomes a content generator for the digital world.
• Technology at the service of emotion: DOOH and 3D experiences are not mere technical tools; they are canvases for telling immersive stories that resonate deeply with the audience. They allow bringing to life ideas that were previously impossible, transforming advertising into a memorable experience.
• Local relevance and authenticity: Brands that understand and reflect local culture, concerns, or even conflicts, and that address these issues with authenticity and an ingenious touch, have a significant advantage in connecting deeply with the public and generating virality.
In essence, creative OOH in Latin America is not just advertising; it is a form of urban art, a real-time conversation, and a shared experience that transcends physical space. It is an open invitation to brands to be brave, to innovate, and to leave a memorable mark both in the heart of cities and in the minds of their inhabitants, inspiring the next wave of viral campaigns that will define the future of outdoor advertising.
With information from:
https://www.adlatina.com
https://www.latinspots.com/noticias
https://www.jcdecauxlatam.com