Enmedio: Success Factor Managed Signage

Enmedio’s business model shouldn’t actually exist – the Colombian-based firm is a combined integrator and DooH network operator that has been offering digital signage as a service for years. Monthly subscriptions for a full-service digital signage offering and, upon request, monetization via DooH.

A business model that is only slowly gaining momentum in the industry in Europe and North America – already been successfully established in Colombia and neighbouring markets for years.

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To serve these two aspects, Enmedio operates to business divisions that are equally important: Enmedio Advertising represents the DooH business, with more than 2,500 screens in eight networks. The company operates seven of them of its own. This includes networks for shopping malls, supermarkets, office buildings and fitness clubs. In addition, there is a giant 3D screen network.

Enmedio Corporate, on the other hand, is a full-service Digital Signage provider with more than 9,000 screens for 500 clients. The business serves mainly customers in retail, QSR, corporate, automotive, banks, education and healthcare.

“And in many cases, we are setting up what we call hybrid networks, were we help our corporate division clients to monetize their private networks with Advertising”, adds Sebastian Obregon, Co-Founder and CEO of Enmedio. “This is specially happening in retail but is also starting to happen on most of our verticals.”

Democratizing digital signage

So, the team led by Obregon is managing more than 11,000 touchpoints between DooH and full-service digital signage subscription for customers in six Latin American markets.

A forward-looking business model born out of necessity. “For businesses in Latin America, investments in digital signage are comparatively four to five times more expensive than in Europe or the USA due to their comparatively low purchasing power, currency fluctuations, and weak exchange rates”, explains Obregon. “Managed signage offerings are the perfect fit as they take away the initial Capex.”

The company acts as an end-to-end provider, installing and operating networks for its customers in the different markets. More and more subscription customers are also opting to monetize their networks. “Retail media and DooH complement the digital signage business model.

For these hybrid networks, we provide not only hardware, software, and services, but also content, programmatic connectivity, and measurement – all from a single supplier.” Enmedio already generates 13 percent of its advertising revenue from programmatic campaigns. This is a record for Latin America.

Enmedio has been a Broadsign customer since the company was founded in 2006. “We are probably the most important Broadsign user in LATAM. The CMS platform offers everything our customers need, and we’re happy not to have to develop our own software. This allows us to focus on our strengths – providing end-to-end signage for a monthly subscription fee.”

The company is growing rapidly – in 2024 alone, Enmedio recorded 35 percent growth with an almost equally high Ebitda. A subscription business model with positive cash flow – a growth story that the current Spanish investor loves. “We want to continue to grow and actively consolidate the market.

We are looking for additional investors for our next growth phase.”
For Obregon, the Latam potential for managed signage is considerably greater than DooH. “Ideally, you integrate both business models – that’s part of our success story.”

Enmedio’s perspective

Sebastian Obregon gives these five market predictions for 2025 and 2026:
1) Consolidation is inevitable
2) End-to-end managed signage as a monthly subscription has proven to be a successful model for everyone and is driving the growth of digital signage
3) Business conversion: All digital signage networks have the opportunity to be monetized with ads
4) Programmatic is a game-changer
5) Size truly matters: LED is what creates the Wow effect and will be everywhere.

Lifecycle management for hardware

Enmedio typically operates hardware for 9 to 10 years. “We sign the initial contract with a premium customer for 3 to 5 years and then either extend it at a lower cost or enter into a new subscription agreement with another customer.

After the end of the second phase, the screen usually has a few more years to operate in one of our own DooH networks. This enables us to easily operate our hardware up to 10 years.” This not only makes financial sense but is also exemplary from a sustainability perspective.