Broadsign International Inc., billed by many (including this publication) as the leading digital out-of-home marketing platform is now, surely, truly that, as it announces today that it has reached an agreement to acquire its main competitor Ayuda Media Systems.
Burr Smith, President and CEO of Broadsign told us “This is a tremendous opportunity to bring together two market leaders in OOH software. Together we can help media owners drive greater efficiency in their business while at the same time realize the full potential of the industry as it becomes increasingly digital. The OOH industry has never been in a better place. However, to accelerate growth even more, media owners and their advertisers need access to the most innovative capabilities available, such as tools for revenue optimization and the ability to sell via programmatic buying channels — both of which we can help them access.”
Ayuda was recently recognized by Deloitte Canada as one of the 50 fastest growing companies in Canada, with 647% revenue growth since 2014. Their impressive client roster includes AdShel (Australia), Astral (Canada), OUTFRONT Media (Canada), Rouge Media (Canada), Ströer (Germany), VGI Global Media (Thailand), VMO (Australia), and Vyoma (India) and of course, adds greatly to Broadsign’s long list of media owner clients, including JCDecaux globally.
It is our understanding that Ayuda will operate at first, as a separate division within Broadsign. Ayuda’s present CEO, Luc Filiatreault and employees will remain with the business.
Andreas Soupliotis, Founder of Ayuda Media Systems told us “The historical coming together of Broadsign and Ayuda makes so much sense. The combined offering of both companies creates an unprecedented best-ever offering for out-of-home media owners. I am thrilled to see these two powerhouse teams unite. The future of our industry is brighter than ever.”
This news comes after a record year for Broadsign. In 2018, the company evolved from a content management system to a DOOH marketing platform and launched three new products, including its market leading programmatic DOOH solution, Broadsign Reach. Seven months after its launch, Broadsign Reach has integrated with 17 DSP partners and has delivered campaigns in nine countries, for brands such as: foodora, John Lewis, Pepsi, Peugeot, SEAT, UFC, XITE Networks, and many more. With the acquisition of Ayuda Media Systems, the company will employ 230 people globally, and power over 425,000 signs around the world, including more than 180,000 digital signs. This transaction represents the first acquisition in Broadsign’s 15 year history.
Both companies are headquartered in Montreal. The transaction is expected to close in the second quarter of 2019.
We understand that future acquisitions will play an important role in Broadsign’s strategic plans, complementing organic growth and further enhancing its position as the market leader in OOH/digital signage software.