Firefly se expande a Colombia

Firefly, a mobility media company, has broadened its international footprint into Colombia, setting up operations in Bogotá and Medellín, according to DailyDOOH. The expansion follows Firefly's earlier move into Mexico and represents another step in building a wider media network across Latin America. Jeff Weiss, Firefly's vice president of national sales and regional growth, said Colombia was a logical next move for the firm's mobility network. Through moving media, the company plans to offer advertisers a way to reach audiences across Colombian neighborhoods, commercial centers, and cultural destinations. The announcement was published by DailyDOOH editor-in-chief Adrian J. Cotterill on August 26, 2026.

What is Firefly's mobility media network?

Firefly operates what it describes as a mobility media business, using moving media to carry advertising through urban environments rather than relying on fixed billboard locations. According to the company, its street-level advertising format travels alongside consumers as they move through their day, extending brand presence across neighborhoods, routes, and moments. The approach is built to place campaigns in front of people during ordinary city movement.

The network Firefly describes is centered on vehicles and other moving platforms that display advertising content in public space. Firefly says this lets global, regional, and local advertisers build visibility across the places that shape daily life — neighborhoods, commercial centers, business districts, and cultural destinations. The company positions the model as an alternative to static out-of-home placements that stay in one spot.

Where in Colombia is Firefly operating?

Firefly has established a presence in two Colombian cities: Bogotá and Medellín, according to DailyDOOH's reporting on the company's announcement. Bogotá is Colombia's capital and largest city, serving as the country's primary center for business, commerce, and culture. Medellín, by contrast, is described by Firefly as a growing destination for technology, creativity, tourism, and entrepreneurship.

Together, the two cities give Firefly a base from which to grow in Colombia, the company says. DailyDOOH notes that Colombia's major urban areas are defined by constant movement, with consumers navigating busy city environments throughout the day. Firefly's format is intended to follow those audiences across multiple neighborhoods and routes instead of depending on a single fixed site.

Why did Firefly choose Colombia?

Jeff Weiss, Firefly's VP of national sales and regional growth, told DailyDOOH that "Colombia is a natural next step for Firefly as we continue to expand our mobility network internationally." He added that Bogotá and Medellín give brands access to two important markets, and that clients can work with one partner to build coordinated mobility campaigns across North America, Latin America, and Europe while retaining local expertise in each market.

The expansion builds on Firefly's entry into Mexico late last year, according to the company, and marks what Firefly calls the next stage in developing a scaled media network across Latin America. Weiss framed the move as part of a continued international rollout rather than a one-off market test, with the two cities providing what the company sees as a strong foundation for further growth in the country.

How does Firefly measure campaign performance?

Firefly says it brings the same campaign measurement and reporting tools used in its U.S. markets to Colombia. According to the company, advertisers receive heatmaps, verified proof-of-delivery, and detailed campaign performance and uptime reporting. These tools are meant to show where, when, and how consistently a campaign runs.

The reporting capabilities, Firefly says, give brands greater accountability and the ability to plan and measure coordinated activations across Colombia and the company's wider international network. By providing documentation of delivery and performance, the company positions its moving-media product as measurable in ways traditional street-level advertising has not always been. Firefly attributes these capabilities to its existing U.S. operations now extended to the new market.

Which markets does Firefly serve?

According to Firefly, its global network is already active across the United States, Mexico, Canada, England, Scotland, and Ireland. Adding Bogotá and Medellín extends the company's street-level advertising capabilities to another major Latin American market, the company says, giving brands more flexibility to activate locally while coordinating campaigns across regions.

Firefly is headquartered in New York City and lists offices in Los Angeles, Chicago, Las Vegas, London, and Istanbul, according to the announcement. The company describes its reach as spanning North America, Latin America, and Europe, allowing clients to run coordinated mobility campaigns through a single partner. These geographic claims are stated by Firefly and reported by DailyDOOH without independent verification.

Who is leading Firefly's regional growth?

The Colombia expansion was detailed by Jeff Weiss, whom Firefly identifies as its vice president of national sales and regional growth. Weiss is quoted directly in DailyDOOH's coverage explaining the rationale for entering the Colombian market and the benefits the company says the move brings to advertisers.

Weiss's comments center on giving brands a single partner for cross-regional mobility campaigns while preserving local market knowledge. According to Firefly, his role spans national sales and regional growth, signaling the company's intent to continue extending its footprint beyond its established markets. The quotes are the company's own statements as reported by DailyDOOH.

What does the Latin America expansion mean for advertisers?

Firefly says its arrival in Colombia strengthens a network already operating across several countries and gives brands greater flexibility to activate locally while coordinating across regions. For advertisers, the company claims the expansion means campaigns can be planned and measured through one partner across North America, Latin America, and Europe.

DailyDOOH's coverage positions the Colombia launch as part of Firefly's continued international development. As with all company statements in this article, the expansion details and capabilities are attributed to Firefly and reported by DailyDOOH rather than independently verified.

Why it matters

For a small or micro business, the arrival of a mobility media network in a new market like Colombia is less about the headline and more about the practical options it creates. If your customers move through cities on foot, by transit, or by road, advertising that travels with them can put your brand in front of people during ordinary daily routines — something a single fixed sign cannot do as easily. Firefly's stated reporting tools, such as proof-of-delivery and heatmaps, also matter because they give advertisers a way to see whether a campaign actually ran and where, which helps smaller operators spend carefully.

That said, the claims here come from the company itself, so business owners should ask for independent proof of reach and results before committing budget. Out-of-home advertising can be effective, but verifying audience numbers and delivery is essential for a small business watching every peso. Whether you consider vehicle-based moving media or a simpler screen setup, the key is matching the format to where your customers actually are — and asking hard questions about measurement before you buy.