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.

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. Its street-level advertising format travels alongside consumers as they move through their day, extending brand presence across neighborhoods, routes, and moments.

The network 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.

The Colombia rollout

Firefly has established a presence in two Colombian cities: Bogotá, the country's capital and largest city and its primary center for business, commerce, and culture, and Medellín, which Firefly describes as a growing destination for technology, creativity, tourism, and entrepreneurship. The company says the two cities together give it a base from which to grow in Colombia. Colombia's major urban areas are defined by constant movement, with consumers navigating busy city environments throughout the day, and Firefly's format is intended to follow those audiences across multiple neighborhoods and routes instead of depending on a single fixed site.

Jeff Weiss, Firefly's vice president 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.

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

Firefly says the reporting gives brands greater accountability and the ability to plan and measure coordinated activations across Colombia and its 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, and attributes these capabilities to its existing U.S. operations now extended to the new market.

Markets, offices and leadership

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. The company describes its reach as spanning North America, Latin America, and Europe, allowing clients to run coordinated mobility campaigns through a single partner.

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, with his comments centering on giving brands a single partner for cross-regional mobility campaigns while preserving local market knowledge. These geographic and performance claims are stated by Firefly and reported by DailyDOOH without independent verification.