My phone rang the moment news hit the wires that Monster Media had acquired LocaModa. And it hasn’t stopped. Less than one month after that announcement, with my head still buzzing, I thought it would be a good time to open up about the rationale for the deal and the opportunity ahead.
The announcement can be found here but as you might expect, the real news was not really the mechanics behind the purchase, but the strategy.
Monster and LocaModa have been in competitive bids for a few years now – whenever brands wanted a dominant interactive solution, Monster would frequently be their choice. When brands wanted a solution on existing networks, inside a loop, their choice was frequently LocaModa.
Together, Monster + LocaModa can now run campaigns for global clients on any screen, any network and any channel. The agnostic and scalable nature of LocaModa enables this – but that’s not all.
Anyone who knows me or has had the dubious pleasure of listening to me speak about the DOOH space for more than a few minutes will know that I’ve been passionate and outspoken about a vision for what I’ve dubbed “The Web Outside” – a world where all screens are connected and more engaging. That vision was early, but today more brands are asking for what we have patented.
We believe the rising tide of social and mobile will only lift our market if networks can connect to those channels. Put another way, without a scaleable and agnostic solution, the rising tide of mobile and social media will create network islands out of many DOOH networks and erode the value of their proprietary platforms.
Monster has a mouthwatering client base and 70+ super smart people making award-winning media. Together we have a far more scaleable opportunity and we are gearing up to leverage our IP, knowhow and platform to reduce friction for brands and agencies to engage with DOOH.
My role at Monster is EVP Mobile and Social. Expect me to be as outspoken and passionate in that role as I have been at LocaModa.
I’d welcome the chance to chat about this and answer any questions. Feel free to email me at my new email stephen dot randall at monstermedia dot net