Ford | May 17, 2021
Ford is now patenting a technology that can take these roadside advertisements and deliver them directly to your car's infotainment system.
The company intends to use the cameras that are now standard on many cars to train them to recognize advertisements on billboards. The device would also go so far as to provide links to the brands advertised on billboards as well as contact information to call to get the products.
Ford could argue that it solves the problem of billboard accessibility. True, most billboards display product advertisements that do not provide specifics about where to purchase these products or how much they cost. Ford's latest infotainment interface would solve this conundrum.
Ford might also collaborate with advertising agencies or billboard companies to ensure that the infotainment ads appear before the billboard. So, if you're driving and see a McDonald's ahead, your system may display an advertisement for a delicious McDonald's burger.
AD TECH AND MARTECH
LUMA Partners | April 08, 2021
Seven ad tech companies made transactions valued at over $1 billion in the first quarter of 2021 – double the amount that’s happened in the past few years combined.
“We’ve got a perfect storm here of different forces lining up, which created such a strong quarter,” said Conor McKenna, LUMA Partners director. The ad tech investment banking firm LUMA tallied up recent deals in its Q1 2021 Market Report last week.
Multiple paths to get to $1 billion exist IPOs, SPACs, and acquisitions – often by public companies flush with cash from spiking valuations.
In Q1, those billion-dollar transactions included Magnite buying SpotX, Viant going public, Taboola and ironSource going the SPAC route, Vista taking a majority stake in TripleLift and AppLovin and DoubleVerify filing for an IPO.
Macroeconomic, media, and marketing industry and market trends are currently all in sync, McKenna said.
First, government stimulus funds accelerated recovery while cheap interest rates created economic buoyancy. Regarding the marketing industry, McKenna said “the overall media and marketing ecosystem has been on a growth tear for years, and the pandemic has led to an inflection point across streaming, gaming, and e-commerce.” Finally, investors are seeking new opportunities that are leading to a bumper crop of IPOs and SPACs.
And the ad tech companies that go public might acquire more ad tech companies, McKenna said.
“The market is rewarding action,” McKenna said. When Magnite bought SpotX and when Digital Turbine spent $1 billion acquiring Fyber, AdColony, and Appreciate, their respective stocks jumped by more than the value of the actual deal, he said.
Right now, with markets so focused on growth, it’s better “to make errors of commission rather than omission,” he said.
The rush to CTV
“CTV has become a crucial narrative for any company that’s touching media, marketing or technology,” McKenna said.'
The TV space is hot: Vizio went public, Magnite bought SpotX, LG acquired Alphonso for $125 million, Comcast’s Freewheel closed its purchase of Beeswax and Roku acquired Nielsen’s video ad tech assets.
The Nielsen-Roku deal held particular interest to McKenna because it indicates how an OTT player could expand into data-driven linear ads.
“In the traditional TV ecosystem, the supply side is the scarce side of the market,” he said. “Roku, one of the largest AVOD CTV players, is looking for more supply beyond what they’re touching, and moving into data-driven TV advertising.” This migration will be slow – over the next decade – but the trend toward convergent TV is in motion.
Identity crisis? Not in ad tech
When Google Chrome said it would remove third-party cookies last year, it injected plenty of uncertainty into the market. The ensuing pandemic didn’t help matters, halting deal-making for more than 90 days, McKenna said.
But while few know exactly what marketing will look like come 2022, that uncertainty isn’t having a huge effect.
Though Q1 2021 may go unmatched in terms of deal-making, there are still plenty of conversations happening at LUMA that indicate more companies will pair up or go public in 2021.
The new, billion-dollar big fish can snap up smaller ad tech companies. For instance, Magnite was able to purchase SpotX after its stock hit record highs. “There are now very large, viable buyers that are deep in the ecosystem,” he said, along with an influx of consumers consuming media and shopping online – a perfect storm that’s continuing unabated.
PATTISON | November 25, 2021
PATTISON Outdoor Advertising, Canada’s leading Out-of-Home advertising provider has officially expanded its growing Transit Advertising portfolio in the Greater Toronto Area with the addition of Brampton Transit, a public transport system operator for the City of Brampton. Effective November 9, 2021, PATTISON Outdoor will exclusively offer exterior and interior advertising placements on over 330 conventional transit buses and exterior advertising formats on over 130 Züm buses, a bus rapid system in the City of Brampton, providing businesses and brands more opportunities to reach a growing consumer market. Most recently, Brampton Transit received an Environmental Sustainability Award from the Canadian Urban Transit Association (CUTA) for its milestone electric bus trail.
With an annual ridership over 31 million in 2019, we are thrilled to offer our clients a variety of Transit Advertising formats to reach and engage their target audience in one of Canada’s most dynamic and growing cities with the addition of Brampton Transit into the PATTISON portfolio.With the addition of Brampton Transit, Pattison Outdoor now maintains an advertising agreement with every transit authority within the GTA except Mississauga Transit. As the largest Transit Out-of-Home company in Canada and throughout the province of Ontario, PATTISON offers local and national advertisers unparalleled reach and scale through the Toronto Transit Commission, Durham, York, Burlington, Oakville and Barrie Transit Authorities.
Nicholas Campney, Director, Leasing and Legislation, PATTISON Outdoor Advertising.
As one of the fastest-growing cities in Canada, Brampton is home to more than 700,000 people and 75,000 businesses. With a median age of 36, the city’s young, educated, and diverse labour force of 320,000 represents over 234 cultures speaking 115 languages, many of whom rely on safe and accessible transit each day. Centrally located on Canada’s Innovation Corridor and with easy access to Toronto Pearson Airport and all 400 series highways, Brampton is home to many businesses across the city’s key sectors of Innovation and Technology, Advanced Manufacturing, Food and Beverage Processing and Health and Life Sciences. As a Green City focused on reducing greenhouse gas emissions in the community by 80 per cent by 2050, Brampton is building a well-connected, sustainable, and energy-efficient transportation system to serve its residents and visitors daily.
PATTISON’s Transit portfolio is extremely effective as a brand building and mass awareness platform. PATTISON Outdoor’s new partnership with Brampton Transit invites local and national advertisers to connect their brands with local residents.
About PATTISON Outdoor Advertising
PATTISON Outdoor Advertising, a division of The Jim Pattison Group is Canada’s largest Out-of-Home advertising company. PATTISON Outdoor helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services. With its roots reaching back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, residential, office, and street level formats. PATTISON is headquartered in Toronto, Ontario with over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.