VENDO Media

VENDO Media operates as a significant out-of-home (OOH) media infrastructure company within the Canadian advertising landscape. The firm was strategically formed through the combination of two established entities, Media City and Signpatico. This process began in October 2020 with a joint sales and marketing partnership under the VENDO brand, culminating in Signpatico's acquisition of Media City in the third quarter of 2022. This unification created a national advertising network by merging Media City's strong presence in Eastern Canada with Signpatico's established network in the West.

The leadership of VENDO Media is composed of the former heads of the merged companies, bringing together a wealth of experience in the Canadian advertising sector. James McDonnell, the former CEO of Signpatico, serves as the Chief Executive Officer, while Sylvio Deluca, the former CEO of Media City, holds the position of President. Deluca's career in advertising spans over 25 years, beginning at J. Walter Thompson and later co-founding the advertising sales company Media Alternatives. His background is noted for creativity and the introduction of several media industry firsts. The strategic rationale behind the merger was to provide advertisers with a more extensive and unified network, offering both national scale and deep regional coverage.

The company's business model is centered on providing a diverse portfolio of advertising assets to a range of clients, from national brands to local businesses. VENDO Media generates revenue by leasing space on its extensive network of digital and static advertising displays. The Canadian OOH advertising market is experiencing significant growth, with projections indicating a substantial increase in market size, driven by the expansion of digital out-of-home (DOOH) formats. VENDO Media is positioned within this growing market, which is expected to see continued investment, particularly in programmatic DOOH that allows for automated and targeted ad placements.

VENDO Media's service offerings are comprehensive, covering multiple segments of the OOH market. The company operates a substantial network of over 460 digital outdoor billboards and more than 1,000 static outdoor boards across over 110 markets in Canada. In addition to its traditional billboard inventory, VENDO Media provides digital advertising solutions in a variety of indoor and non-traditional venues. These include office towers, residential buildings, shopping centers, and other place-based media locations. This diverse inventory allows the company to offer advertisers a multi-faceted approach to reaching consumers in various public spaces. Recent strategic moves include an equity investment from Forum Asset Management to fund growth and acquisitions, as well as partnership agreements to expand its network and sales representation.

Keywords: out-of-home advertising, OOH media, digital billboards, static billboards, Canadian advertising, media infrastructure, place-based media, DOOH, advertising network, Media City, Signpatico, James McDonnell, Sylvio Deluca, outdoor advertising Canada, digital out-of-home, programmatic advertising, transit advertising, street furniture advertising, retail media, national advertising, regional advertising, advertising sales, media investment, brand awareness, public space advertising