From Metro de Medellín to Bogotá, every campaign comes with proof.

iCo Medios runs a network of 76 large-format digital screens in Bogotá, Medellín and Cali: in Metro de Medellín stations, along Bogotá’s TransMilenio bus network, in shopping malls, at toll plazas and on digital billboards. These are some of the highest-traffic locations in the country, and advertisers wanted to know what that traffic was really worth to them.

With Quividi, iCo Medios measures the opportunities to see (OTS) generated in front of each screen, across five environments. That data feeds impression multipliers per screen, per daypart and per audience profile, so every campaign is planned and sold on high-trust impressions.

Before a campaign, sales teams use audience insights (who is in front of the screens, when, for how long, and the age and gender mix) to build media plans that match each advertiser’s target and support the value of the inventory. After the campaign, advertisers receive post-buy reports showing verified impressions, dwell time and audience demographics: the same kind of proof of performance they expect from other media channels.

Audience data is now part of how iCo Medios plans and sells its screens, not an add-on. In 2026 alone, the team has delivered more than 300 campaign reports. DOOH accounts for 41% of the company’s total sales so far this year, and its DOOH sales have grown by an average of 35% a year over the past five years.

“Quividi has been a key partner in helping us make Out-of-Home advertising more data-driven. With its technology, we can provide our clients with valuable audience insights and detailed post-buy reports, helping them make smarter decisions and optimize their campaigns. It’s an important step in how we’re evolving our business, with a stronger focus on measurable results.”
Danna Martínez, DOOH Lead, iCo Medios

To find out more about iCo Medios and its DOOH network across Colombia, visit www.icomedios.com.

From a metro platform to a toll plaza, measured audiences give iCo Medios one common language with buyers: what was planned, and what was delivered.