Bringing some much-needed consolidation to the fragmented digital out of home industry, Fuelcast, a digital network at the gas pump and Bhootan, a digital network at retail locations, have merged to form Outcast. Terms of the deal, announced Thursday, Oct. 2, were not disclosed.
Outcast offers advertisers digital out-of-home networks across a variety of venues: Fuelcast’s 5,500 screens at gas pumps in 8 U.S. markets plus Toronto, Canada; Bhootan’s 500 screens at retailers such as Walgreens, Sears, Kmart, Albertsons, Stop N’ Shop and fast food
establishments including Carl’s Jr.; and McDonald’s. While there are more Fuelcast screens, Bhootan offers advertisers more markets.
Combined, Outcast’s networks offer advertisers a monthly reach of over 25 million consumers in more than 900 locations.
Digital out-of-home is growing at a double digit rate, but because its a highly fragmented business with hundreds of companies, buying advertising can add up to a major migraine.
Matthew Stoudt, the co-founder and CEO of Bhootan who will become CEO of Outcast, said the merger was formed to make buying digital out-of-home easier. “Our advertisers were looking to work with larger companies that offer a more expansive network and broader reach,”
Stoudt said. “Hopefully, we’re starting some consolidation in the marketplace.”
In addition to Stoudt, Outcast’s top management will also include John McLean, CEO of Fuelcast, as chairman and Nathan Gill, co-founder and president of Bhootan, as chief media officer.