We’re re-featuring Adapt Media as our company of the day today after doing an interview with Adapt Media Chief Revenue Officer Amanda Newell.
Company: Adapt Media
Markets: Canada
Address: 419-80 Atlantic Avenue, Toronto, ON. M6K 1X9
Email: sales@adaptmedia.com
Phone: 866-275-3848
Adapt Media operates a static and digital out of home plant in convenience stores, gas stations, government centers and grocery stores across Canada. The company also has a mural business, handles transit advertising in Chatham-Kent and Timmons and an Indigenous Media Network. Adapt was formed in 1998. Jamie Thompson is the company’s founder and CEO. Adapt Media COO Frank Aballini is an active member of the COMMB board. Billboard Insider talked with Amanda Newell, the company’s Chief Revenue Officer.
How did Adapt get involved with out of home?
Jamie Thompson began Adapt Media in 1998. As an early proponent of the power of retail OOH media, he criss-crossed Canada and single-handedly signed up hundreds of convenience stores to a poster program. That program has grown to include thousands of c-store and gas station posters and digital screens across Canada and the US, in Circle K, other multinational convenience chains, DMVs, government office, transit, and multicultural networks. Adapt Media has mushroomed to welcome Chameleon Digital Media, a digital advertising supplier and managed service provider that uses mobile location and other data to prove the efficacy of OOH, and Travel Path Media, Canada’s only travel OOH company.
What’s new over the past year?
Adapt Media has extended its vast retail OOH media footprint over the last year, adding 37% more digital screens in grocery stores like Rabba Fine Foods, and more DOOH inventory in Montreal and Vancouver. As well, in honour of Canada’s multicultural population, we’ve developed an entire OOH network in hundreds of retail locations that cater specifically to East-Asian, South-Asian, and Afro-Canadian shoppers. Lastly, because Adapt’s very first national advertiser was the Aboriginal People’s Television Network, Jamie has created IDREAM, the Inclusivity, Diversity, Racial Equity Award in Media; at a time when DEI programs are being dismantled, Jamie wanted to give back to a community that has given him so much by donating $5,000,000 in media awards for BIPOC peoples in art, entrepreneurship, film, music, and sport.
What are some of your objectives for the coming year?
Taking a leaf from our southern brethren, Adapt and Travel Path will also adopt a path of manifest destiny, expanding our OOH offerings into the US. Travel Path will grow to include Plaza Premium Airport Lounge OOH in top US markets like New York, Orlando, and Dallas, while Adapt will multiply its convenience and gas OOH offerings in Michigan, New York, Pennsylvania, and Ohio. Adapt will also grow in Canada through expansion of its Indigenous Media Network, the only OOH one of its kind in the country, adding 500 Canada Post locations to meet the needs of the underserved First Nations and Metis peoples across the nation.
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