{"id":8955,"date":"2025-09-10T13:06:00","date_gmt":"2025-09-10T13:06:00","guid":{"rendered":"https:\/\/broadsnextstg.wpenginepowered.com\/blog\/oxxo-retina-media-and-place-exchange-by-broadsign-transform-in-store-advertising\/"},"modified":"2026-08-12T20:28:02","modified_gmt":"2026-08-12T20:28:02","slug":"oxxo-retina-media-y-place-exchange-transforman-la-publicidad-en-tiendas","status":"publish","type":"post","link":"https:\/\/next.broadsign.com\/es\/blog\/oxxo-retina-media-y-place-exchange-transforman-la-publicidad-en-tiendas\/","title":{"rendered":"OXXO-Retina Media y Place Exchange transforman la publicidad en tiendas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Ahora, los anunciantes podr\u00e1n activar campa\u00f1as en tiempo real y de manera unificada en las tiendas OXXO de M\u00e9xico<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Monterrey, Nuevo Le\u00f3n (10 de septiembre 2025, 2025) \u2013<\/strong> Retina Media, la plataforma de retail media de OXXO, propiedad de FEMSA Proximidad y Salud, y Place Exchange, el SSP l\u00edder de medios program\u00e1ticos fuera del hogar (OOH), anunciaron una colaboraci\u00f3n que permitir\u00e1, por primera vez, el acceso automatizado a la extensa red de m\u00e1s de 8,000 pantallas digitales de OXXO en M\u00e9xico, ubicadas estrat\u00e9gicamente en zonas de alto tr\u00e1fico para que los anunciantes puedan interactuar con los consumidores mientras realizan sus compras, fortaleciendo el mercado de retail media en el pa\u00eds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A trav\u00e9s de esta colaboraci\u00f3n, los anunciantes y compradores de medios podr\u00e1n integrar las pantallas de OXXO en sus estrategias digitales y omnicanal, llegando a las personas de manera m\u00e1s directa y efectiva durante su recorrido de compra en las tiendas f\u00edsicas, junto con puntos de contacto digitales en l\u00ednea, dispositivos m\u00f3viles y otros canales program\u00e1ticos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En un momento decisivo para la industria, un informe de&nbsp;<a href=\"https:\/\/www.grandviewresearch.com\/horizon\/outlook\/retail-media-networks-market\/mexico\">Grand View Research<\/a>&nbsp;revela que el retail media en M\u00e9xico gener\u00f3 1,995 millones de d\u00f3lares en 2024 y se proyecta que alcance 3,204 millones de d\u00f3lares para 2030, un crecimiento impulsado principalmente por las compras en tienda, que representan el 88 % de todas las transacciones minoristas en el pa\u00eds, seg\u00fan el&nbsp;<a href=\"https:\/\/project-disco.org\/competition\/the-competitive-dynamics-of-mexicos-retail-market\/\">CCIA Research Center<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A medida que OXXO-Retina Media ingresa a esta industria y al ecosistema program\u00e1tico a trav\u00e9s de su colaboraci\u00f3n con Place Exchange, los actores de la publicidad digital destacaron la importancia de este paso: \u201cEstamos entusiasmados de tener acceso al inventario de OXXO a trav\u00e9s de Display &amp; Video 360, nuestra plataforma de compra program\u00e1tica, ya que se trata de una marca ic\u00f3nica con un alcance amplio en todos los segmentos demogr\u00e1ficos y mercados de M\u00e9xico\u201d, dijo M<strong>atias Medina Rivero, responsable de Medios Program\u00e1ticos para la regi\u00f3n de Am\u00e9rica Latina de habla hispana en Google.<\/strong>&nbsp;\u201cLa entrada de OXXO al ecosistema program\u00e1tico significa que las marcas ahora pueden integrar f\u00e1cilmente su inventario en sus estrategias omnicanal, interactuando con los consumidores en todos los canales digitales de manera unificada\u201d.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Place Exchange aporta una amplia experiencia en campa\u00f1as program\u00e1ticas y de retail media que, combinada con la infraestructura y alcance de OXXO, permitir\u00e1 a los anunciantes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Campa\u00f1as dirigidas:<\/strong>\u00a0Entregar mensajes a audiencias espec\u00edficas seg\u00fan demograf\u00eda, ubicaci\u00f3n y h\u00e1bitos de compra.<\/li>\n\n\n\n<li><strong>Optimizar inversiones:<\/strong>\u00a0Medir resultados en tiempo real y ajustar estrategias para obtener un mejor retorno.<\/li>\n\n\n\n<li><strong>Explorar nuevos formatos<\/strong>: Utilizar anuncios creativos din\u00e1micos que aumenten la relevancia del mensaje o integraciones con c\u00f3digos QR para captar la atenci\u00f3n en el punto de venta.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEsta colaboraci\u00f3n representa un paso importante en la forma en que las marcas interact\u00faan con los consumidores en las tiendas\u201d, mencion\u00f3&nbsp;<strong>Juan Restrepo, Director de OXXO-Retina Media.<\/strong>&nbsp;\u201cAl aprovechar la presencia de nuestras tiendas, ofrecemos soluciones publicitarias que generan un valor real para nuestros socios comerciales\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEsta colaboraci\u00f3n posiciona a OXXO como el mayor propietario de medios program\u00e1ticos en M\u00e9xico, y estamos entusiasmados de ofrecer este inventario tan demandado a nuestra audiencia global\u201d, dijo&nbsp;<strong>Thomas Roberts, Director Comercial para Am\u00e9rica Latina en Place Exchange.<\/strong>&nbsp;\u201cLos anunciantes podr\u00e1n alcanzar objetivos de campa\u00f1a que van desde el reconocimiento y la consideraci\u00f3n hasta el rendimiento, gracias al alcance y la popularidad de las tiendas OXXO\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con esta iniciativa, Retina Media y Place Exchange transforman la red de pantallas de OXXO en una plataforma \u00fanica basada en datos, que conecta a las marcas con los consumidores durante su experiencia de compra y complementa las estrategias en todos los canales digitales, siempre respetando la privacidad de los clientes.<\/p>\n\n\n\n<h4 class=\"wp-block-heading text-20\"><strong>Acerca de FEMSA Proximidad y Salud<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">La Divisi\u00f3n Proximidad y Salud de FEMSA genera valor econ\u00f3mico y social en los pa\u00edses donde tiene presencia. Opera diversas cadenas de comercio al detalle de formato peque\u00f1o en Am\u00e9rica Latina y Europa, entre las cuales se encuentran las tiendas OXXO y Bara. Adem\u00e1s, gestiona estaciones de servicio bajo la marca OXXO GAS en M\u00e9xico y Valora, nuestra unidad de retail europea que opera tiendas de conveniencia y servicios de alimentos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">FEMSA Salud administra cadenas de farmacias en Latinoam\u00e9rica, incluyendo YZA, Farmacon y Moderna en M\u00e9xico; Cruz Verde en Colombia y Chile; Fybeca y SanaSana en Ecuador; y Maicao en Chile, adem\u00e1s de un laboratorio productor y mayorista de medicamentos. Actualmente, cuenta con m\u00e1s de 4,400 unidades en los pa\u00edses donde opera.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A trav\u00e9s de sus unidades de negocio, la Divisi\u00f3n Proximidad y Salud de FEMSA atiende a m\u00e1s de 13 millones de consumidores diariamente y emplea a m\u00e1s de 160 mil colaboradores, promoviendo la inclusi\u00f3n, la diversidad y pr\u00e1cticas de sostenibilidad en sus equipos para operar en armon\u00eda con el planeta, la comunidad y la cadena de valor.<\/p>\n\n\n\n<h4 class=\"wp-block-heading text-20\"><strong>Sobre a Place Exchange by Broadsign<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A Place Exchange by Broadsign \u00e9 a SSP (Supply-Side Platform) global l\u00edder para m\u00eddia OOH (out of home) program\u00e1tica, apresentando a maior presen\u00e7a de invent\u00e1rio do setor em todo o mundo. Como parte da fam\u00edlia de solu\u00e7\u00f5es OOH da Broadsign, a Place Exchange \u00e9 integrada a DSPs (Demand-Side Platforms) omnichannel e especializadas em OOH.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A plataforma oferece a ag\u00eancias e anunciantes a oportunidade de unificar totalmente a compra program\u00e1tica (garantida e n\u00e3o garantida) e a mensura\u00e7\u00e3o de m\u00eddia OOH com outros canais digitais dentro da DSP de sua prefer\u00eancia. Isso permite aproveitar os mesmos fluxos de trabalho, criativos, relat\u00f3rios e atribui\u00e7\u00f5es j\u00e1 utilizados para publicidade online, mobile e outras formas de m\u00eddia digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O conjunto inigual\u00e1vel de invent\u00e1rio OOH global premium da Place Exchange adere ao seu programa de certifica\u00e7\u00e3o Place Exchange Clear, que entrega aos compradores qualidade, consist\u00eancia, transpar\u00eancia e conformidade. Para parceiros de m\u00eddia OOH, a Place Exchange oferece a oportunidade de acessar investimentos publicit\u00e1rios program\u00e1ticos inexplorados com total transpar\u00eancia e controle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ahora, los anunciantes podr\u00e1n activar campa\u00f1as en tiempo real y de manera unificada en las tiendas OXXO de M\u00e9xico Monterrey, Nuevo Le\u00f3n (10 de septiembre 2025, 2025) \u2013 Retina Media, la plataforma de retail media de OXXO, propiedad de FEMSA Proximidad y Salud, y Place Exchange, el SSP l\u00edder de medios program\u00e1ticos fuera del hogar [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":8956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[164,166,384],"tags":[386,385],"class_list":["post-8955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-comunicados-prensa","category-place-exchange","tag-asset-press-release","tag-product-place-exchange-ssp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>OXXO-Retina Media y Place Exchange transforman la publicidad en tiendas<\/title>\n<meta name=\"description\" content=\"Advertisers can now activate programmatic campaigns in OXXO stores in Mexico.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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