• by Fern Siegel , December 8, 2023

Cross-media local ad company Viamedia signed an exclusive partnership with digital-out-of-home ad platform Perpetual Media, which focuses on ad targeting and programmatic real-time bidding.

The deal covers more than 60 DMAs. The DOOH market is expected to grow significantly and the alliance hopes to break through a fragmented media landscape.

“This partnership isn’t just about reaching wider audiences; it’s about creating more impactful, memorable experiences that resonate deeply with consumers. We’re excited to unveil innovative advertising formats that captivate audiences and pave the way for the future of out-of-home advertising. This will transform how brands and consumers interact in public spaces,” David Solomon, CEO of Viamedia, told Agency Daily.

Brandon Wilton, founder-CEO at L.A.-based Perpetual Media, added his company’s ad tech, combined with Viamedia’s expertise in local and regional ad sales, “is set to create a new paradigm in the advertising world.”

Viamedia says it places more than 1 million ads a day in 28 states and provides a single point of sale to more than 6,000 local, regional and national advertisers. It uses rich data to deliver dynamic ads cross-media: TV, streaming, mobile, search and social. 

Perpetual Media’s venues include retail, casinos, entertainment, health-and-beauty enterprises. The company’s platform currently includes 3,500 screens in the U.S. and 8,000 across the U.S. and Canada in total.