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Dentsu, one of the largest global marketing and advertising agency networks in the world, and OOH Capital Ltd, the complete out of home advisory, announced a new commercial partnership focused on delivering mutually beneficial solutions for brands, retailers and municipal authorities with untapped physical footprint and potential display media inventory.
The partnership is set to reinforce the OOH service platform available through dentsu by integrating the expertise and services offered by OOH Capital across a diverse range of consultancy services in the OOH domain, ranging from asset evaluation and commercialisation to the application of data and technology to help cities get smarter.
One significant area of focus for the partnership will be working with dentsu and its award-winning media agencies: Carat, dentsu X and iProspect, to help support the broad base of retail and commerce clients within the portfolio.
This new partnership will help to drive on-going business transformation, as those brands seek to deliver seamless, sustainable, and rewarding shopper experiences to customers.
The OOH sector is continuing to experience growth* driven by accelerated digitalization, advances in AdTech, and better measurement that allows OOH to align more seamlessly with omnichannel buying decisions. This new partnership will provide greater opportunity for brands to capitalise on the potential of OOH media within their own channel mix and their existing infrastructure as a revenue driver.
“It is my pleasure to announce that OOH Capital’s world leading consultancy services can now be accessed from within dentsu and through our global media network. OOH Capital is known for its leadership, deep industry knowledge and experience in the OOH industry, and this partnership offers strong complementary support for our business,” said Ben Milne, Global Head of Out of Home Media, dentsu.
OOH Capital chairman Tom Goddard noted: “I know that we will be able to deliver real added value for dentsu clients across the whole Out of Home spectrum and we are delighted to be entering into this new partnership with such a far-sighted and ambitious marketing and media group.”
*The OOH sector is projected to grow by +2.0%, according to the dentsu Global Ad Spend 2023 Forecasts
