A Case of Consolidation: Outcast & AdtekMedia
June 19, 2009
The need for “consolidation” has been talked about within this sector for awhile now; whether it be on the network or agency sides, and the recent partnership between Outcast (a.k.a. Fuelcast), and AdtekMedia (a.k.a PumpTop TV) seems to be the prime and excellent example of this need.
Here were two different networks targeting the same locations and demographics. And as insiders know, this is an example of the “pain” that media planners/buyers at agencies have to go through in terms of sorting through the duplication that exists in much of the industry.
According to Outcast, PumpTop TV partner on at-the-pump digital network:
The consolidated venture creates a national network with more than 12,600 high-definition large screens in 15 of the top DMAs reaching more than 20 million active consumers each month. The reach in these markets equates to a top-5 ranked prime-time show on network television, but without the negative impact of DVR ad-skipping or multitasking.
Indeed, the partnership has built a huge and more relevant network, that is definitely more “buyer friendly,” and hopefully ties in the research and methodolgies/metrics together as one. These two companies already seem to have merge their messages together somewhat with the website(s), where their domains lead to the same intro page, which is also good brand communication.
Very smart move for the two companies, and a model for the industry.
Entry Filed under: Etc., Future of Out Of Home. Tags: mergers, Outcast, AdtekMedia, PumpTop TV, Fuelcast, partnerships, DOOH Networks.
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