New Canadian #DOOH Network ALLVISION

Adrian J Cotterill, Editor-in-Chief

ALLVISION launches Canada’s first premium pure-play large format digital out-of-home network on major streets and highways in Canada’s top three markets (it’s anchored by coverage throughout the GTA on Highways 401, 407, 427, and 403). The network should deliver close to 22,500,000 daily impressions.
ALLVISION CEO Greg Smith told us “ALLVISION has always been the premier large format digital developer in North America, and we have put together a new network of premium digital assets that are now available through ALLVISION. Our corporate roots in Canada date back to 2004 when we Initially provided strategic outdoor advertising services to municipalities, public agencies, and private landlords. I am now very excited to announce the full service digital out-of-home opportunities with our incredible network in Canada.”
ALLVISION’S Canadian business will be led by two highly regarded out-of-home professionals, namely… 

  • Brandon Newman, former Chief Commercial Officer at OUTFRONT Media and President of Dynamic Outdoor, is announced as President of Media. He told us “We’re once again in a unique and opportunistic position to lead the industry and positively disrupt the digital out of home space in Canada.  We’ve laid the necessary groundwork and tracks for the next two years which will see an increase in the usage of technologies coupled with aggressive development plans.  Over the coming days and weeks we’ll be introducing members of our team which is designed to be a true balance of highly skilled and dynamic individuals.”
  • Christopher Bentler will continue to lead development efforts for ALLVISION as President of Development. He said “I am very excited about the next chapter of our company which will enable us to maximize the true value of our assets that we have developed over the last few years and expedite our already rapid network expansion of digital signs across Canada”.

There’s a very interesting angle to the way that ALLVISION approach the technology behind their new network. We understand that they built a custom stack utilising Scala players but with all scheduling logic determined through the Hivestack SSP. In addition, they accept programmatic purchase through the Hivestack DSP and will be adding additional DSP partners in the coming weeks.

These guys have likely come to market with an industry leading programmatic first stack which no longer is bound to the traditional loop – I doubt in fact if they even have a ‘loop’ anywhere in their lexicon.

They are able to execute all buy types, including location specific with cadence logic (for example, every 60 secs), by audience determination and general impression, and are able to transact through traditional direct deals, PMPs and programmatically.

Most impressive and probably soon to be the ‘new normal’.

Leave a Reply