JCDecaux SE, the world’s leading outdoor advertising company, has announced a strategic acquisition through its subsidiary, JCDecaux Top Media SA. The company has acquired a 70% stake in International Media Central (IMC), a top Out-of-Home (OOH) advertising company in Central America, and the leading provider in Costa Rica.
As part of this transaction, the remaining IMC shareholders have exchanged their 30% shares for a 9% equity stake in a newly established joint-venture that will consolidate all JCDecaux’s operations across Central America. This new joint entity will encompass six countries—Costa Rica, Guatemala, El Salvador, Honduras, Nicaragua, and Panama—strengthening JCDecaux’s market presence in the region. The joint-venture will be owned by JCDecaux SE (51%), Publigrafik, Top Partners, and IMC’s previous shareholders.
Founded in 2004, IMC has built a strong presence in the Central American OOH market, particularly in Costa Rica, where it is recognized as the number one player. The company operates approximately 4,000 advertising panels, including both digital and analogue formats, spread across a variety of environments such as billboards, shopping malls, public transportation, and street furniture. IMC’s established network and local expertise will support JCDecaux’s strategy to grow its footprint in the region and offer innovative advertising solutions to its clients.
The Central American market, with its combined population of 51.7 million and annual advertising investments estimated at over USD 2.2 billion, is showing strong growth potential. The region has a unique strategic position, highlighted by the Panama Canal’s impact on logistics and mobility, making it a key area for expansion. Although Out-of-Home advertising currently represents only around 7% of the total advertising spend in Central America—below the global average—digital transformation and sustainable initiatives are expected to drive further growth in the coming years.
The acquisition of IMC enables JCDecaux to combine its global expertise with IMC’s local knowledge, allowing the company to better serve advertisers in a fragmented market. The partnership will focus on developing data-driven media solutions, particularly in the rapidly growing Digital Out-of-Home (DOOH) segment. With an emphasis on innovation and performance measurement, JCDecaux and IMC aim to provide advertisers with more targeted and impactful advertising options.
Commenting on the acquisition, Marco A Robert, Managing Partner of IMC, said, “Joining forces with JCDecaux is a significant step in our journey. Over the past two decades, we have built a strong business in Costa Rica and beyond. This partnership will enable us to further enhance our services by incorporating digital and data-driven advertising solutions, while continuing to provide value to our clients and the communities we serve.”
Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, added, “This acquisition supports our strategic ambition to expand in Central America and solidify our position in Costa Rica. We look forward to leveraging IMC’s local expertise to strengthen our service offerings and continue developing sustainable and innovative advertising solutions.”
The new joint-venture will allow JCDecaux to better navigate a highly fragmented market, bringing its advanced digital capabilities and global standards to Central America’s advertising sector. The collaboration aims to introduce new solutions that cater to both traditional and digital OOH advertising, providing advertisers with more opportunities for engagement and growth.
