NOVUS Canada Brand Extension – NOVUS EXTRA

Tristan Cotterill

NOVUS Canada announced this week that it has launched a brand extension, NOVUS EXTRA, and that the initiative’s first partnership is with Octopus Interactive, a network of ride share entertainment screens in the United States.

Debbie Drutz, President, NOVUS Canada said “We want to bring our clients dynamic new opportunities to reach consumers on a local, targeted basis. NOVUS was already one of the biggest buyers of out-of-home in Canada, but EXTRA is about taking that great scale and adding extra value for clients: Extra analytical horsepower in determining the most effective media outlets; extra opportunities for industry firsts; extra places and spaces that redefine what ‘out-of-home’ means in a dynamic consumer environment.”

NOVUS EXTRA will operate as a division of NOVUS Canada, offering clients exclusive opportunities to engage with consumers in new and exciting ways.

Cherian Thomas, CEO and Co-founder of Octopus Interactive, said, “Octopus screens contain interactive games like trivia and photo hunt to capture the attention of the rideshare passenger. Since we get real-time vehicle location, we deliver the right ad at the right time to a highly sought-after millennial audience. We see engagement rates 2x to 7x higher than other ad-supported video publishers and are confident rideshare advertising will help brands in Canada reach audiences with equal impact. I can’t think of a better partner than NOVUS as we enter this massive market opportunity. They are experts in out-of-home media and have exemplary relationships with the brands that can most benefit from our platform.”

The NOVUS EXTRA-Octopus Interactive agreement provides exclusive rights for NOVUS to sell the Octopus ad network in Canada. The agreement will mark Octopus Interactive’s expansion into Canada and will first go live in the Toronto market, with rollouts to follow in Montreal and Vancouver.


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