Out-of-home (OOH) advertising is experiencing a second golden age, driven by rapid urbanization and mobility analysis. Globally, media studies indicate that outdoor advertising maintains one of the highest levels of brand recall compared to saturated digital formats.

Mexican border cities present unique characteristics: high daily traffic flow, constant commercial activity, and binational travel that amplify brand exposure. These factors make OOH a strategic medium for regional and national campaigns.

The use of urban data allows for the measurement of traffic, dwell times, and approximate demographic profiles, transforming advertising planning into an analytical exercise.

The digitization of OOH introduces operational flexibility: programmable campaigns, dynamic messages, and contextual adaptation based on schedules or urban events.

The future of the medium depends not only on the physical format but also on the integration of infrastructure, analysis, and urban strategy.