Can US OOH Be as Green as Mexico City?

VIAVERDE: Can We Make US OOH as Green as Mexico City?

by Amber Larkins, OOH Today

Don Allman, recently announced as the new partner and Co-CEO of VIAVERDE USA, envisions bringing the green initiatives pioneered by VIAVERDE in Mexico City to the United States.

VIAVERDE’s business model combines green infrastructure with digital outdoor advertising, enabling the company to finance projects at no cost to local governments while generating revenue and delivering value to brands and communities.

Working alongside VIAVERDE’s founder, Fernando Ortiz Monasterio, Allman is leading the company’s expansion into the U.S., aiming to transform cities with innovative, sustainable solutions.

VIAVERDE has over 200 deployments in seven countries, including a flagship project in Mexico City, where more than 1,000 columns along Latin America’s busiest elevated highway have been turned into green, functional structures.

“The gist of the business is that we integrate green infrastructure in urban spaces to reduce pollution and increase beauty and quality of life in cities around the world—all underwritten by large-format digital advertising,” Allman said.

The U.S. Game Plan

What is the strategy for bringing this model stateside? How will Don Allman leverage his 40-plus years of experience to make it happen?

Allman’s extensive career at TDI and later Titan helped him build strong relationships with transit agencies and municipal governments nationwide. After retiring, he returned to the business following a conversation with Jamie Lowe, former Chief Sales Officer at Titan, and Gabriel Cedrone, the owner of GPO Vallas.

“The opportunity gave me a chance to come back and try one more time. It was a logical extension of working with the same people I’ve known for over 30 years,” Allman said.

“We had a great reputation in all of those places,” he added. “That will be the same group of people and associates we’ll be working with at VIAVERDE.”

Allman is familiar with navigating city halls and bureaucracies, and he’s confident that VIAVERDE’s model will appeal not only to public entities but also to private corporations—essentially, any organization with a physical footprint.

Many potential deployment sites are in commercial or industrial zones that are already permitted for OOH advertising. In other cases, the unique services VIAVERDE offers could open doors to specialized use permits.

Joining him at VIAVERDE is his son, JD Allman, who brings 14 years of OOH experience from his time at Intersection and other roles in sales and business development. JD’s expertise includes working with cities and transit authorities, which aligns well with the company’s goals.

Mission-Driven Impact

VIAVERDE’s mission is to implement sustainable green infrastructure across the U.S., transforming blighted, air-polluted spaces into vibrant, functional ecosystems—all funded by digital advertising. The company holds 14 software and hardware solutions patents to support these initiatives.

“We’re excited to lead the charge in the U.S.,” Don Allman said. “We’re driven by the impact we can make in cities and the locations where we’ll deploy.”

To kickstart these efforts, Allman plans to engage with private organizations such as land and real estate developers, transit authorities, and municipal governments.

“There are so many potential opportunities, but in the early days, we want to find a few areas to get the product into the field. From there, we can showcase it,” he said. “Once we get going, the story will compound itself, and we can build from there.”

While VIAVERDE is working on a cold-weather solution, the initial focus will be on warmer climates such as California and Texas. Over their careers, Don and JD have worked with over 100 cities, transit authorities, and municipalities, which provides a strong foundation for their U.S. expansion.

“There’s a menu of options we can work from,” Don Allman said. “The opportunities are endless—green walls, highway walls, sound walls. It’s about getting out there, talking to people, and sharing our mission.”

Funding the Vision

In Mexico City, a project to combat air pollution transformed highway columns into green vertical gardens, each paired with 200-square-foot digital ad displays. These custom-built structures integrate plants, remote monitoring, and mobile interfaces, creating smart urban ecosystems.

In Mexico City, ViaVerde proposed three funding models:

1. Direct taxes.
2. Charitable underwriting.
3. Digital advertising to offset costs.

Digital advertising emerged as the clear winner, with 98% public support. The World Economic Forum later recognized the Mexico City project as a technology pioneer. 

While U.S. regulations don’t mandate green solutions as they do in parts of Europe, brands increasingly prioritize sustainability. Don Allman sees potential in pitching to CMOs, CEOs, and Heads of Sustainability.

“It’s a great moment for sustainable infrastructure and green solutions across the world,” said JD Allman. “A big part of my background is in transit properties, which often include highways and freeways. There’s tremendous opportunity there,” he added.

“You can imagine the impact of transforming a blank, graffiti-covered wall into something beautiful that also improves air quality,” Don Allman said. “We’re bringing something everyone is going to love and want. We’re going to turn cities and properties into oases.”