In Bogotá, public transit just became prime real estate for proximity-based advertising.
PEM Media Agency, in collaboration with ultrasonic tech pioneer LISNR, has launched Nexos—a mobile app that turns the Colombian capital’s massive transit system into a new kind of marketing channel. Built on LISNR’s Radius® ultrasonic proximity platform, the app delivers real-time promotions to riders across TransMilenio, Bogotá’s sprawling Bus Rapid Transit (BRT) system, reaching up to 2.5 million daily passengers.
The twist? It doesn’t use Bluetooth, Wi-Fi, GPS, or QR codes. Instead, it transmits inaudible ultrasonic signals through existing public speaker systems, seamlessly triggering location-aware offers on commuters’ phones.
“The goal with Nexos is precision,” said Jose Cuellar, CEO of PEM Media. “We’re not just pushing offers—we’re creating an intelligent ecosystem that benefits riders, merchants, and brands alike.”
How It Works
LISNR’s Radius SDK enables ultrasonic data-over-sound communication between speakers and smartphones. Once users download the Nexos app and opt in (microphone permissions required), they begin receiving contextually relevant offers triggered by their location on the TransMilenio network—no scanning, tapping, or connecting needed.
This creates a low-friction, high-frequency touchpoint for advertisers—essentially transforming buses and stations into dynamic, real-time ad platforms.
Why It Matters
The urban transit-retail link is well-documented. Retail zones near major transit corridors often outperform their non-transit-adjacent peers. According to studies cited by PEM, areas within one mile of transit stations can see a 28% boost in new retail business, while stores near hubs experience 20% higher sales. Nexos capitalizes on this by inserting promotions directly into riders’ daily routines—at the moment they’re most likely to act.
For marketers, this represents a rare breed of context-aware advertising: targeted, permission-based, and location-sensitive, all without draining battery or bandwidth.
“Nexos is a real-world example of what we call proximity-first experiences,” said LISNR CEO Eric Allen. “It’s about creating value without the usual friction points—no pairing, no signal loss, just smart, contextual delivery.”
A Signal Amid the Noise
In an increasingly crowded adtech space, Nexos distinguishes itself by cutting through the noise—literally. Instead of relying on traditional location signals that can be unreliable or drain device power, LISNR’s ultrasonic approach offers real-time precision with minimal intrusion. It’s also more privacy-conscious: there’s no tracking via GPS, and no data is exchanged without user consent.
This kind of innovation arrives at a time when contextual advertising is seeing a renaissance, driven by signal loss from the demise of third-party cookies and tighter privacy regulations. Platforms that deliver high-relevance engagement without sacrificing privacy are becoming adtech gold.
The Latin American Opportunity
Bogotá is just the beginning. Latin America’s urban centers are ripe for this kind of frictionless, hyper-local engagement. With dense populations, heavy reliance on public transit, and rising smartphone penetration, cities like São Paulo, Mexico City, and Santiago offer logical next steps. And with PEM already boasting over 250 brand partnerships, scaling the ecosystem could be more a question of when—not if.
For now, Nexos offers a compelling glimpse into the future of urban ad delivery. It’s not quite Minority Report-level personalization, but it’s the closest thing on a Bogotá bus.
