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In a groundbreaking move set to reshape the U.S. digital out-of-home (DOOH) advertising landscape, Screenverse and Vertical Impression have announced a strategic partnership. This collaboration aims to turn everyday elevator rides into prime advertising opportunities, leveraging advanced technology and programmatic precision to engage audiences in new and innovative ways.
Vertical Impression, North America's premier elevator digital signage network, has rapidly expanded its reach since its inception. The company now boasts over 2,400 screens across 98 designated market areas in the United States, with inventory spanning residential, commercial, hospital, government, mall, hotel, and university buildings. By partnering with Screenverse, a leader in programmatic DOOH advertising, Vertical Impression is poised to further enhance its impact and reach.
Transforming Challenges into Opportunities
Nicolette Leonardis, President and Co-Founder of Vertical Impression, shared insights into the company's origins and rapid growth. "Vertical Impressions was born out of a real-life frustration," Leonardis explained. "Fouad [El-Masri, CEO & CO-Founder] and I were classmates when his car got towed due to a parkade cleaning he hadn't known about. The only notice was a paper on a bulletin board he'd missed. This sparked our idea: 'There has to be a better way to communicate with residents.’”
From these humble beginnings, Vertical Impression quickly evolved. “We initially focused on improving building notices but soon realized we could help brands reach people where they live and work. That's when we discovered the untapped potential of residential elevators. It's a unique space with a captive audience," Leonardis noted.
Unmatched Quality, Exponential Growth & Strategic Engagement
Since its launch in 2014, Vertical Impression's growth has been exponential. Leonardis described it as "like a hockey stick. We set ambitious annual goals, but we consistently challenge ourselves to exceed them. This resilience and growth reflect our commitment to continuous improvement, delivering customer value, and value-adding expansion."
Vertical Impression focuses on quality and a broad presence across various building types, aiming to cover every elevator, from upscale condos to busy office towers. Their top-notch technology ensures seamless ad delivery, but what truly sets them apart is their ability to engage people throughout their day, whether at home, work, or shopping. By paying close attention to details like screen placement and screen content, Vertical Impression creates moments that truly capture attention.
Strategic Partnership with Screenverse
The decision to partner with Screenverse was a strategic one, driven by a shared vision and complementary strengths. "Choosing to partner with Screenverse was a strategic decision based on several factors. They have exceptional people, amazing tools, and a solid reputation in the marketplace. Their approach aligns perfectly with our tech-focused mindset," Leonardis said. "We saw in Screenverse an extension of our own values and capabilities, particularly in their ability to leverage technology to maximize the potential of DOOH advertising."
Screenverse’s expertise in programmatic DOOH advertising enhances the flexibility and precision of elevator advertising campaigns. By integrating with leading programmatic platforms like Vistar and Place Exchange, Screenverse ensures that ads are delivered efficiently and effectively, reaching a wider range of advertisers and campaigns.
Future Goals and Industry Impact
The primary goal of this partnership is to solidify elevator advertising as a cornerstone of DOOH campaigns. Leonardis is optimistic about the potential innovations and growth that this collaboration will bring. "We're looking to Screenverse to help us innovate in how we present our unique advertising spaces to agencies. Their expertise in programmatic advertising and strong agency relationships can help us show the value of elevator advertising in new, compelling ways," she stated.
Leonardis also highlighted the broader implications for the DOOH industry. "Programmatic is really opening new doors for DOOH. It's exciting because it allows us to put brands exactly where life happens, in unmissable moments. Think about elevator advertising - you can't block it, skip it, or swipe it away. We're reaching people in their daily routines, and now with programmatic, we can be smarter about it," she explained.
A New Standard in Elevator Advertising
With Vertical Impression's focus on quality and advanced ad tech, combined with Screenverse's programmatic capabilities, this partnership is set to raise the bar for the entire industry. "We're committed to providing the highest quality impressions for advertisers," Leonardis said. "Our technology ensures precise targeting, while our layouts are designed to capture attention in those crucial elevator moments."
As the partnership takes effect, both companies are collaborating to integrate their technologies and streamline ad delivery processes for maximum efficiency and impact. This synergy will maximize the effectiveness of elevator advertising, reaching audiences more effectively and providing brands with valuable insights and more efficient targeting capabilities.
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