The co-founders of ad-tech platform Centro Thya Cruz-McLean and Ashley McLean are eyeing the transformation of out-of-home (OOH) advertising across the Caribbean by extending vehicle wrap campaigns beyond buses to include private vehicles, taxis, and freight trucks. 

The platform known for its suite of apps will turn everyday cars into mobile billboards, allowing drivers to earn weekly as brands gain unprecedented marketing insights through Centro’s app.

“Our mission is to bridge the gap between businesses and local communities by turning daily commutes into powerful advertising opportunities,” Cruz-McLean explained.

“This platform creates a seamless connection where everyone benefits—drivers earn and brands gain impactful visibility.”

After a successful year of developing the platform, Centro will debut the pilot programme in Saint Lucia this December, with expansion plans throughout the Caribbean for 2025.

Empowering advertisers and drivers

Centro offers vetted drivers the opportunity to earn extra income for miles driven and time parked without altering their daily routines, going beyond the traditional billboard model. Drivers can earn between US$100 and US$500 or more per month, depending on the quotas set by the advertiser and the number of completed driving tasks.

Advertisers pay and launch campaigns through the Centro for Brands app, selecting local or regional geofenced zones and campaign quotas. A proprietary algorithm then matches the drivers with these campaigns based on their routes.

To enrol, drivers schedule their wrap installation with a certified wrap shop and then simply drive with the Centro for Drivers app to earn cash. Weekly payments are made directly to drivers’ bank accounts.

Market growth and future plans

Despite the post-pandemic rise in vehicle ownership costs, including fuel, maintenance, and inflation, the Caribbean out-of-home advertising market is set to grow at an annual rate of 1.75 per cent, reaching a market value of US$93.23 million by 2029. Centro is positioning itself to capitalise on this growth byproviding advertisers with a unique opportunity to tap into this evolving market.

With the expectation of a high take-up of advertising campaign, Centro has partnered with Express Quality Plates and Signs, a company with over 30 years of industry experience, to be its premier wrap shop and install the campaign’s 180 Partial Wraps. Options for 270 Semi Wraps and 360 Full Wraps will be available in 2025.

Looking ahead, Centro will introduce a driver marketplace with vehicle services and product discounts, along with cutting-edge features such as retargeting, foot traffic measurement, and tools to monitor environmental conditions. This will provide brands with even more comprehensive data to optimize their outdoor campaigns.

“We’re creating a win-win model where drivers offset costs of vehicle ownership by participating in high-impact advertising campaigns, and brands benefit from a dynamic and measurable OOH solution,” McLean asserted.