Firefly Extends Mobility Media Network to Bogotá and Medellín
2026-08-26 · via DailyDOOH
Firefly, a company that runs digital advertising on vehicles rather than fixed screens, has expanded into Colombia with new operations in Bogotá and Medellín. The move follows its entry into Mexico late last year and extends a network that already covers the United States, Canada, England, Scotland and Ireland.
For operators and buyers used to thinking about digital signage in terms of fixed screens in stores or malls, Firefly's model is a reminder that DOOH inventory increasingly moves with the audience rather than waiting for it. The company describes itself as the "global leader in mobility media," a claim it makes about itself rather than one that has been independently verified here. Its pitch to advertisers is that campaigns can travel through neighborhoods, commercial districts and routes instead of sitting on a single fixed location.
Jeff Weiss, Firefly's VP of National Sales and Regional Growth, said in a statement that Colombia was a "natural next step" for the company's international expansion, and that Bogotá and Medellín give brands access to two important markets while letting them coordinate campaigns across North America, Latin America and Europe through one partner.
What Firefly says it brings to Colombia
According to the release, Firefly will apply the same measurement and reporting tools it uses in its US markets to its Colombian operations, including heatmaps, verified proof-of-delivery, and campaign performance and uptime reporting. For agencies buying mobility media across multiple countries, that consistency in reporting is likely the more important detail than the geographic expansion itself, since it is what allows a single campaign to be measured the same way whether it runs in Chicago or Medellín.
The announcement frames Bogotá as Colombia's commercial and cultural center and Medellín as a growing hub for technology and tourism, but it does not specify fleet sizes, screen counts, launch dates, or pricing for the new markets. It also does not say whether Firefly is partnering with local vehicle operators or building its own fleet in Colombia, a detail that would matter to anyone assessing how quickly the network can scale.
Firefly is headquartered in New York, with additional offices in Los Angeles, Chicago, Las Vegas, London and Istanbul.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Firefly , the global leader in mobility media, has expanded its international operations into Colombia, establishing a presence in Bogotá and Medellín. The move builds on Firefly’s entry into Mexico late last year and marks the next stage in the development of a scaled media network across Latin America.
Jeff Weiss , VP of National Sales and Regional Growth at Firefly told us “Colombia is a natural next step for Firefly as we continue to expand our mobility network internationally. Bogotá and Medellín give brands access to two incredibly important markets, and for our clients, it means they can work with one partner to build coordinated mobility campaigns across North America, Latin America, and Europe while still having the local expertise needed in each market.”
Firefly’s arrival in Colombia strengthens a global network already active across the United States, Mexico, Canada, England, Scotland, and Ireland.
Adding Bogotá and Medellín brings Firefly’s street-level advertising capabilities to another major Latin American market, giving brands greater flexibility to activate locally while coordinating campaigns across regions.
Through moving media, Firefly will give global, regional, and local advertisers a new way to build visibility across the neighborhoods, commercial centers, business districts, and cultural destinations that shape daily life in Colombia.
Bogotá, Colombia’s capital and largest city, offers access to audiences across the country’s leading center for business, commerce, and culture. Medellín brings a distinct opportunity as a growing destination for technology, creativity, tourism, and entrepreneurship. Together, the two cities establish a strong foundation for Firefly’s continued growth in Colombia.
Colombia’s major cities are defined by movement, with consumers navigating busy urban environments throughout the day. Firefly’s model allows campaigns to travel alongside those audiences, extending brand presence across multiple neighborhoods, routes, and moments rather than relying on a single fixed location.
Firefly brings the same advanced campaign measurement and reporting capabilities available in its U.S. markets to Colombia. Advertisers receive heatmaps, verified proof-of-delivery, and detailed campaign performance and uptime reporting, providing clear visibility into where, when, and how consistently campaigns run. These capabilities give brands greater accountability and the ability to plan and measure coordinated activations across Colombia and Firefly’s broader international network.
Firefly is headquartered in New York City, with offices in Los Angeles, Chicago, Las Vegas, London, and Istanbul.
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