Retail

Adkom bringing Road Runner’s inventory into network

Road Runner Media provides weatherized screens displaying brand advertising and PSA messaging on vehicles while in motion. Provided.

May 13, 2021

Road Runner Media, which provides weatherized screens displaying brand advertising and PSA messaging on vehicles while in motion, has made its network available to brands and OOH specialist buyers via Adkom, the largest network of independent OOH media inventory in the U.S.

"Today our network offers both large national brands and small businesses a new and unique channel for reaching the right audience, on either a broad or hyperlocal scale, with the right message at the right time," Chris Riley, Road Runner Media CEO, said in a company press release. "Establishing a commercial relationship with Adkom will raise awareness of the availability and breadth of our mDOOH network, its ability to help brands connect with audiences wherever they may be, and power to extend and enhance the impact of standard billboard campaigns with complementary mobile ads triggered at specific points-of-interest."

Besides displaying ads, Road Runner's screens display serves as a 46-inch "enhanced digital brake light," helping to improve road safety by alerting surrounding drivers when the vehicle operator brakes, selects turn signals, reverses or activates emergency flashers, Riley said.

The company recently announced deals with Siemens to install 2,500 screens on technicians' vans and Place Exchange to expose its inventory to programmatic buyers.

"Road Runner Media's innovative mobile DOOH network is part of the expanding and diversifying universe of measurable and attributable OOH media formats that help brand marketers reach and engage consumer audiences on the go," Cedric Bernard, CEO of Adkom, said in the release. "In bringing Road Runner's national network to Adkom's ecosystem, we can deliver innovative new options and greater value to OOH specialists and their brand clients during the planning and execution phases of OOH campaigns."