Broadsign Buys Ayuda

Broadsign announced that it has reached an agreement to acquire Ayuda Media Systems. Both companies are headquartered in Montreal. For out-of-home (OOH) media owners who have an increasingly complex mix of digital and classic inventory/locations, the combination of Broadsign and Ayuda will enable them to streamline business operations across all of their inventory, digital and classic. The transaction is expected to close in the second quarter of 2019.

The OOH industry delivered US $38.6 billion of advertising in 2018, and for the first time 50 percent of revenue came from digital signage locations. As OOH media owners continue to drive forward, each needs a more unified solution for managing, selling and delivering all of their OOH advertising, regardless of format type.

“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,” said Burr Smith, president and CEO of Broadsign. “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 percent revenue growth since 2014. Its client roster includes AdShel (Australia), Astral (Canada), OUTFRONT Media (Canada), Rouge Media (Canada), Ströer (Germany), VGI Global Media (Thailand), VMO (Australia) and Vyoma (India). Ayuda’s present CEO, Luc Filiatreault, and all members of the development, operations, sales and services leadership team members of Ayuda have agreed to join Broadsign.

In 2018, Broadsign evolved from a content management system to a DOOH marketing platform and launched three new products, including its 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. 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.

Here’s their blog on the acquisition plans.