Consolidation: Newad takes on competitor’s ad sales

October 11, 2011 by Dave Haynes

Montreal’s Newad has done a sales rep deal to market the digital screens run by what would have been something of a competitor, BarNet.

By taking on BarNet’s screens in some 140 clubs in Canada’s biggest cities Newad more than doubles its digital sales footprint to some 1,300 screens targeting a decidedly young, hip and heavy-spending crowd.

These new 24-to-80-inch digital screens integrated into Newad’s offer are located in Toronto, Vancouver, Calgary and Montreal and operated by BarNet, a Canadian company specializing in digital indoor advertising. In addition to running advertisements of 15, 30, 45 or 60 seconds as well as entertaining content, these LCD screens offer a variety of interactive features. They can be easily updated, which promotes flexible integration of advertising content.

They are located inside bars and nightclubs, very often behind the bar, around dance floors, in lounge areas and next to the coatcheck. They engage both male and female scenesters, urban socialites and avant-garde consumers benefitting from a higher purchasing power.

“Our partnership with BarNet strengthens Newad’s digital offer and compliments the company’s 360º solution – one that is unique in Canada. Like never before, clients who are concerned with optimizing their revenues can expect a full range of products that are perfectly integrated into the lifestyle of a population segment difficult to reach with traditional media,” says Newad’s CEO, Michael Reha.

“We are pleased to share our extensive network and expertise with Newad so that national and local advertisers can benefit from new locations specifically designed to maximize the potential and impact of their campaigns,” adds Brandon Lu, president of BarNet.

I think we’re going to see this thing more and more as Digital OOH networks look to contain costs by sharing ad sales teams,bulking up the overall footprint and reducing the complexity of buying verticals like bars and clubs.

Newad’s digital presence is primarily in the restrooms on digital posters that look like giant iPhones. The formats are different but the crowd is the same.