Mediacom buys Urban Outdoor, retires brand

One of Canada’s best-known out-of-home media brands has vanished from the landscape, a victim of ongoing consolidation in the industry.

Toronto-based Urban Outdoor Trans Ad has been absorbed by Mediacom, which purchased the company from its parent, Standard Broadcasting, for an undisclosed sum.

Urban Outdoor brings with it an inventory of nearly 1,000 backlit outdoor boards, as well as transit properties and a subsidiary, Cieslok Outdoor.

The sale comes just six months after Urban Outdoor suffered a crippling blow, losing the $75-million Toronto Transit Commission contract – the largest such concession in Canada – to Transportation Displays Inc. (TDI) of New York.

In the out-of-home marketplace today, bigger is definitely better, says Mediacom president Brian McLean.

In the past two years, he notes, the competitive stakes have been raised significantly, as new players from the U.S. and Europe have entered the Canadian market – among them TDI, Obie Media, Gateway Outdoor Advertising, Ad Shel and Eller Media (which made its mark by winning the coveted contract for Terminals 1 and 2 of Toronto’s Lester B. Pearson International Airport, a contract that was previously held by Mediacom).

The Canadian market for transit vehicle ads, transit shelters and traditional billboards is estimated to be worth some $275 million.

Consolidation, McLean says, means national advertisers will be guaranteed an out-of-home product that is consistent from one end of the country to the other – and they’ll only have to deal with a single company to get it.

"We offer them the same hamburger in Halifax as we do in Vancouver," McLean says. "So they can be assured that the quality, delivery and integrity is going to be the same.

Mariam Hoosen, vice-president, strategy director with Toronto-based media management company Starcom Worldwide, says this kind of consolidation in the out-of-home industry was inevitable, given the number of new suppliers moving into the marketplace.

As some out-of-home companies have expanded, Hoosen says, they have attempted to force advertisers into package buys encompassing multiple markets. But she doesn’t anticipate these kinds of tactics from Mediacom.

"Mediacom and the Urban group have always been very ethical in their way of dealing with media buyers," Hoosen says.

Still, she’s quick to add that buyers hope Mediacom’s expansion won’t have any serious effect on its standards of professionalism and service.

"We’re just hoping that…the way they’ve been servicing the industry will continue – that being bigger doesn’t have to mean [being] arrogant and imposing restrictions on negotiations."

Some Urban Outdoor staffers will stay with Mediacom during the transitional period. But the two most senior executives have left the company.

Ron Hutchinson, formerly president of Urban Outdoor, has remained with Standard Broadcasting as president of Integrated Media Sales, a joint venture between Standard and Telemedia Broadcasting.

John Baird, Urban Outdoor’s vice-president and general manager, has declined Mediacom’s offer to stay with the company, and is considering other opportunities.

Cannes Lions 2025: Canadians nab more medals on final festival day

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Friday’s batch of Silver and Bronze winners included the oldest category at the Cannes festival, Film, as well as Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change and Grand Prix for Good. Canadians were recognized with four Lions today: two Silver and a Bronze in Film, as well as a Bronze in Sustainable Development Goals.

FCB Toronto was given yet another nod for its work, “The Count,” for SickKids, bringing the medal count for that campaign to four, including a Gold for Health & Wellness. Another Canadian agency recognized on the final day of the festival was Klick Health Toronto, which earned a Silver in Film for its work “Love Captured” for Human Trafficking Awareness and a Bronze for “18 Months” for Second Nurture. And over in Sustainable Development Goals, the Bronze went to Publicis Canada and its “Wildfire Watchtowers” work for Rogers.

Another massive win for Canada included not one, but two Young Lions (pictured above) taking home medals in the annual competition. In Design, the Gold Young Lion was awarded to Rethink’s senior motion designer Jesse Shaw and ACD Zoë Boudreau. The second, a Bronze in Media, went to Cossette Media’s business intelligence analyst Samuel David-Durocher and product development supervisor Tristan Bonnot-Parent.

Film (2 Silver, 1 Bronze)

1 SILVER: “The  Count” by FCB Toronto for SickKids Foundation

“The Count,” a striking campaign from FCB Toronto for SickKids Foundation, has earned 1 Gold, 2 Bronze and now 1 Silver for Film at Cannes. If you watch it, it’s easy to see why. The collaboration between brand and agency honoured the hospital’s “VS” platform, while steering it in a new direction from its initial development by previous AOR Cossette. The creative celebrates childhood cancer patients who have to fight for every birthday, while honouring the hospital’s own milestone – 150 years and counting.

 

1 Silver: “Love Captured” by Klick Health Toronto for The Exodus Road

Klick Health Toronto added to its medal tally with a Silver in Film for it’s work “Love Captured” for The Exodus Road. The creative features a romantic getaway that isn’t what it seems in an experiential short film for the global anti-trafficking organization. The experience takes viewers through a tragic and twisting experience of exploitation.

 

1 BRONZE: “18 Months” by Klick Health Toronto for Second Nurture

Klick Health Toronto also won a Bronze in the Film category for its work, “18 Months,” done for the charity organization Second Nurture. The animated film is based on a real-life story in which a same-sex couple adopts a baby found in a subway station, and the 18-month journey into a story of hope.

Sustainable Development Goals (1 Bronze)

1 BRONZE: “Wildfire Watchtowers” by Publicis Canada for Rogers

Publicis Canada landed on the winners board for its work, “Wildfire Watchtowers,” for Rogers. The Canadian-developed wildfire-detection tech – which has been billed as “a fire alarm in the forest” – uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems), the technology helped prevent 54 fires in 2024 alone.

Catch the Gold winners later today when they’re revealed at the gala in Cannes.