CityScreen on the metrics panel at ALOOH LATAM 2025

In early October 2025 Asunción hosted Part I of FORO ALOOH LATAM 2025, the yearly forum of the Latin American OOH association ALOOH. The slogan of the forum was «Estar en todos lados» («Be everywhere»). Part II was scheduled for Antigua Guatemala on 4–6 November 2025.

Luis María González Lentijo, CEO of CityScreen Latam, spoke as an expert on programmatic DOOH at the main plenary session of the forum, «Escenario de Métricas de Audiencia del OOH en América Latina y en el Mundo» (OOH audience metrics in Latin America and the world).

The session covered these questions:

• a single metric for OOH and DOOH;
• the move from OTS (opportunity to see) to VAC, the standard for impressions that were actually viewed;
• reach and impressions in cross-media models;
• transparent data and trustworthy methods;
• the effect of AI, mobile data, IoT and retail media on outdoor media measurement.

Programmatic DOOH and common metrics

González said that OOH, retail media and digital communications are converging and need a common way to measure them. When data on consumer behaviour is linked with physical touchpoints, it creates a new kind of influence on the buyer’s journey. In his view, the region needs common requirements for retail media effectiveness, transparent and comparable metrics for every stage of the funnel, and ad-tech tools that bring DOOH into omnichannel communications.

“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.”

— Luis María González Lentijo, CEO of CityScreen Latam

The other speakers included:

• Saraí Alencar, regional director for Latin America at AllUnite, called for a single metric that builds trust and makes results comparable across markets and media;
• Marco Frade, media expert and representative of Central de Outdoor, the association of Brazilian OOH companies, spoke about the move from OTS to VAC viewable impressions and about bringing this data into a cross-media system;
• Mariano Tejero, president of Scopesi, said that advertisers trust only representative, verifiable and transparent methods, and named AI, mobile data and IoT as the main drivers of measurement in the coming years.

The panel agreed that the market needs transparent, comparable and technologically advanced metrics that combine data from the physical and the digital environment.