JCDecaux Acquires High Traffic Media in Panama
Outdoor advertising company JCDecaux Top Media has acquired Panamanian firm High Traffic Media. The deal strengthens JCDecaux's position in the growing Central American advertising market.
JCDecaux SE announced on February 6, 2025, that its majority-owned subsidiary JCDecaux Top Media has acquired High Traffic Media, a significant player in the Panamanian outdoor advertising sector.
High Traffic Media, established in 2007 by Juan Raul Perez, operates a substantial portfolio of analogue and digital billboard assets within the capital city. The company's operations extend across the Panama City metropolitan area and into the country's major shopping malls, including Multiplaza Panamá.
JCDecaux, already a leader in outdoor advertising across Latin America, particularly in Central America, has been present in Panama since 2013 and reinforced its presence through a merger in 2016. The acquisition of High Traffic Media is expected to complete JCDecaux's asset portfolio in the country, enabling it to offer advertisers comprehensive outdoor advertising solutions. The company maintains its regional headquarters in Panama.
The deal aims to solidify JCDecaux's position in Panama's currently fragmented advertising market, with a particular focus on the rapidly expanding retail media sector. The company anticipates offering advertisers new opportunities in digital out-of-home (DOOH) advertising, leveraging a network of over 5,000 advertising panels across street furniture, billboards, transportation hubs, and retail locations.
Central America, with a population exceeding 50 million, represents a dynamic market driven by its strategic location and increasing advertising investments. The outdoor advertising sector in the region is experiencing steady growth, fueled by digital transformation and industry sustainability commitments. This acquisition is anticipated to foster market consolidation and provide advertisers with more effective targeting capabilities.