Bell and Outfront deal completed. Hivestack programmatic buys are to be verified by Veridooh. OAAA to represent entire industry at Cannes Lions and a glimpse at the Ultimate Display. A weekly recap of the top OOH stories you missed may have, along with colorful commentary from BB for week ending June 16, 2024.
1. Bell Must Sell 669 Displays From OUTFRONT Deal
OUTFRONT Media Inc. and Bell Media Inc closed the sale of OUTFRONT Media’s Canadian business to Bell Media for a purchase price of C$410 million. To close the deal, Bell Media Inc., had to make an agreement with the Competition Bureau to sell 669 displays.
Outedge, OUTFRONT’s Canadian business, and Bell Media were the main competitors in these markets. Now that Bell Media owns all of the business, there were concerns that there would be a monopoly on the market, causing prices to rise and fewer options for consumers, as well as making it more difficult for challengers to enter the market.
B.B.’s Take: 669 screens is a significant number which would provide a competitive foothold. Depending on what and where those screens are located. Additionally, now that the deal is officially complete and OUTFRONT is no longer in Canada, let’s see if the concentrated assets for OUT in the US provides anticipated and needed upside for OUTFRONT.
2. Veridooh partners with Hivestack by Perion globally to meet surge in demand for independent verification for programmatic DOOH
Veridooh has entered a global partnership with Hivestack by Perion, which will allow all buyers using Hivestack’s DSP to use Veridooh’s independent verification technology.
The Veridooh platform enables brands, media owners, and agencies to independently track, measure, and verify the performance of their programmatic DOOH campaigns almost in real time.
B.B.’s Take: A surge in demand for independent verification. I am not so sure that there is a significant demand for verification for programmatic in Digital Out of Home. If there is a potential surge in demand, it certainly begs the question, what the hell has been going on for verification up to this date?
3.“OAAA Representing The Entire OOH Industry At Cannes”
B.B.’s Take: As the Cannes event evolves we look forward to the updates and highlights from the OAAA in their participation.
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