OXXO transforms in-store advertising across Mexico

Advertisers can now activate real-time, unified campaigns across OXXO’s nationwide digital screen network thanks to a new partnership with Place Exchange.

Retina Media, OXXO’s retail media platform, and Place Exchange, an independent programmatic Digital Out-of-Home (DOOH) platform, have announced a partnership that will provide automated access to OXXO’s network of more than 8,000 digital screens across Mexico.

Strategically located in high-traffic areas, the screens will allow advertisers to engage shoppers at the point of purchase while seamlessly integrating into broader digital and omnichannel strategies. The initiative strengthens Mexico’s fast-growing retail media sector by enabling campaigns that connect with consumers in-store, online, on mobile, and across other programmatic channels.

“This collaboration represents an important step in how brands interact with consumers in-store,” said Juan Restrepo, Director of OXXO-Retina Media. “By leveraging the presence of our stores, we deliver advertising solutions that create real value for our business partners.”

Retail media in Mexico generated $1.99 billion in 2024 and is projected to reach $3.2 billion by 2030, according to Grand View Research. The growth is largely driven by in-store purchases, which account for 88% of all retail transactions in the country, CCIA Research Center data shows.

Thomas Roberts, Commercial Director for Latin America at Place Exchange, added: “This collaboration positions OXXO as the largest programmatic media owner in Mexico, and we’re excited to offer this highly sought-after inventory to our global audience.”

With this initiative, OXXO-Retina Media and Place Exchange are transforming OXXO’s screen network into a data-driven platform that connects brands with shoppers during their purchasing journey, while complementing digital campaigns across channels and safeguarding customer privacy.