Montreal-based indoor advertising operator UB Media has acquired KB Media for an undisclosed amount, adding over 1,000 advertising units to its resto-bar network.
KB Media launched with its digital mirror advertising products in 2009, allowing advertisers to turn mirrors into backlit ad surfaces that reverted to mirrors when consumers got up close.
The units can be found in sporting arenas, athletics complexes, upscale bars and restaurants.
“We were always impressed with the quality of KB’s venues and had long felt that KB’s network was solid, but that the products required slight modification to achieve market traction,” said UB Media president, Michael Minicucci, in a release.
Minicucci went on to say that UB Media has changed the product from a mirror with a motion-sensor-activated billboard to a standard 36″ x 24″ that is constantly lit.
“On the digital side, by reversing the action of the motion sensor and adding audio capabilities, we believe we have remedied the product’s weaknesses and are prepared to re-launch this product as a vital component of Canada’s Resto-Bar media market,” he said.
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In an e-mail to Marketing, former KB Media CEO David Brisson said he will remain with the company as a consultant to “ensure the smooth integration of our client bases, and look forward to working with Michael and the UB team.”
“As the only significant competitor to Newad and Zoom, UB Media was a perfect strategic fit to acquire KB – our offers in the resto-bar market are complimentary. UB’s presence across the country and aggressive growth strategies will ensure our clients benefit by working with a company that can offer integrated media opportunities at a national scale.”
