Display Technology

Reflect Systems, Creative Realities merge companies

Photo: iStock

November 15, 2021

Reflect Systems, Inc. and Creative Realities, Inc. — top key players in the digital signage industry — are merging to create a combined company, according to a press release.

Under the terms of the agreement, the company will operate under the Creative Realities, Inc. name and continue to be listed on NASDAQ as CREX.

"This really is an ideal combination," Rick Mills, CRI CEO, who will continue to act as CEO for the combined company, said in the release. "CRI has a strong history of deploying large-scale and sophisticated digital signage projects, driven by our exceptional creative and project management teams. Reflect has world-class content management software platforms like ReflectView, which has become an industry standard for scalable, flexible, reliable digital signage. Reflect's AdTech platform, AdLogic, is a game-changing solution for Digital-Out-Of-Home advertisers, and is currently used by publishers to deliver approximately 1 billion ads per month. Combined, we offer some of the most comprehensive digital signage and media solutions available in a powerful one-stop shop for customers."

The company will be headquartered in Louisville, while maintaining Reflect offices in Dallas.

Post-merger, which could be completed in the first quarter of 2022, digital signage offerings will include:

• Menu board software via the CRI Clarity platform.
• Digital signage Software-as-a-Service (SaaS) via ReflectView and Reflect Xperience.
• Digital-Out-Of-Home advertising solution with the AdLogic platform.
• Engineering design and planning.
• Installation services.
• Creative planning and design.
• IPTV streaming platforms.
• Post-deployment support.

Lee Summers, Reflect CEO, will also remain with the company and lead the company's AdTech initiatives, including integration with supply side platforms and exchanges.

For digital signage, Reflect focuses on strategy, creative services, content management and ad trafficking systems, and media sales. The company's products include ReflectView and AdLogic software platforms.

"Not only do CRI and Reflect have complementary offerings, but we have also traditionally been strong in complementary markets," Summers said in the release. "While CRI has excelled in quick service restaurants, stadiums and C-store markets, Reflect has become an industry leader in retail, healthcare, banking, Digital-Out-of-Home and corporate communications. Together we can address virtually any digital signage need for any sector."

CRI will fully integrate the two companies, according to the release.

"With our track record of successful combinations, the company is well positioned for continued organic and strategic growth. By fully integrating our solutions and business operations, we can bring to the market the most competitive product and service offerings available for the digital signage market," Mills said in the release.

Creative Realities has operations across North America with active installations in more than 10 countries.