Dentsu Aegis Network has acquired OOH specialist C2C Outdoor. With the acquisition, which is being folded into the Posterscope operation, C2C CEO Michael Palatnek has been named CEO Posterscope US, succeeding Helma Larkin.
C2C, specializes in providing OOH services to the apparel, cable/broadcast, and technology categories. With offices in New York and Los Angeles, clients include Tiffany & Co., Comedy Central, Grubhub and Michael Kors.
Palatnek will report to Rob Horler CEO, Dentsu Aegis Network US. C2C Co-Founder Dave Stutz is moving on to other ventures.
The C2C acquisition follows Posterscope’s purchase in May of Liveposter an OOH platform capable of delivering dynamic content to screens around the world.
According to Carat’s latest Ad Spend forecasts, the out-of-home advertising market in the US is expected to grow +4% to $7.9 billion in 2016, of which digital OOH will account for 44% of total OOH spending.