How OXXO’s Programmatic DOOH Network Is Changing In-Store Advertising in Mexico
With more than 22,000 convenience stores nationwide, OXXO is one of the most recognizable retail brands in Mexico. In September 2025, OXXO partnered with Retina Media and Place Exchange to introduce a programmatic Digital Out-of-Home (DOOH) network inside its stores, starting with over 8,000 digital screens.
This rollout represents a game-changer for advertisers: combining the physical visibility of point-of-sale with the agility of digital media.
What Is OXXO’s DOOH Network?
The network installs digital display screens inside OXXO stores, enabling advertisers to run campaigns programmatically—just like online ads.
- Coverage: More than 8,000 screens across Mexico.
- Format: In-store displays near checkout, fridges, and high-traffic aisles.
- Programmatic buying: Ads can be purchased in real time.
👉 According to Mobility Plaza, this is one of the largest in-store DOOH rollouts in Mexico to date.
Why It Matters for Advertisers
Massive Reach
OXXO serves 13 million customers daily. This provides advertisers with unparalleled exposure in retail environments.
Point-of-Sale Influence
Screens are strategically placed to influence buying decisions at the exact moment of purchase.
📌 Example: A beverage brand can run ads near the fridge section during hot afternoons.
Data-Driven Targeting
Programmatic DOOH enables advertisers to adjust campaigns:
- By time of day (morning coffee, evening snacks).
- By location (urban vs. suburban stores).
- By consumer behavior (frequency, promotions).
Connecting OOH With Physical + Digital Journeys
The OXXO network proves how OOH is blending with digital marketing:
- Offline visibility: Customers see the ad while shopping.
- Online retargeting: Programmatic platforms allow retargeting on social media or apps.
- Measurable results: QR codes, promo codes, and attribution tools connect exposure to sales.
Opportunities for Brands
- Startups and SMEs: Affordable entry to high-reach retail media.
- CPG Brands: Ideal for last-minute purchase influence.
- Financial Services: Promote fintech and mobile payments.
- Telcos: Leverage recharge promotions at checkout.
👉 As reported by Place Exchange, this type of retail media integration combines OOH credibility with digital measurability.
Key Takeaway
OXXO’s programmatic DOOH rollout is reshaping retail advertising in Mexico. It merges the trust of physical retail with the agility of digital buying, creating a bridge between offline and online campaigns.
📌 Bottom line: For brands in Mexico, OXXO’s DOOH network isn’t just screens—it’s the next frontier in integrated retail and OOH advertising.
FAQs
How many OXXO screens are part of the DOOH network?
The rollout began with more than 8,000 digital screens installed across OXXO stores in Mexico.
Why is OXXO’s DOOH network important for advertisers?
Because OXXO serves 13 million customers daily, these screens allow brands to influence buying decisions directly at the point of sale.
Can advertisers use targeting in OXXO’s DOOH network?
Yes. Programmatic DOOH enables targeting by time of day, store location, and consumer behavior.
How can brands measure ROI from OXXO DOOH ads?
By using QR codes, promo codes, and mobile attribution tools that connect ad exposure to in-store or online sales.
