Matt Schmitt On Why Retail-centric Reflect Got Into Advertising Software
October 9, 2019 by Dave Haynes
Reflect is one of the longest running companies in the digital signage sector – operating out of Dallas since 2001. The company built up its CMS software business largely in retail, but in early 2017 did something of a pivot into ad scheduling and targeting.
I wondered, when I first got walked through what’s called Ad Logic, why Reflect was going in that direction, given the addressable market seemed a little limited and companies like Broadsign had a serious head-start on competitors.
Turns out that Reflect was responding to client needs for something that was kinda sorta digital OOH, but was less about agency-driven media scheduling and more about retail and place-based networks that wanted to monetize their screens with endemic advertising. So in a medical office network, they wanted to schedule and runs ads for, say, big pharma and medical device brands.
I spoke with Reflect’s president and co-founder Matt Schmitt about his company’s journey, and how Reflect has evolved from a software shop to one offering everything from strategy to creative work and media sales.