Sanitizements give KB Media ‘liquid’ asset

The Toronto media agency will handle buying for the Canadian company's national network of hand-washing stations. With the deal, KB Media expands its reach from a GTA presence to a national one.

Toronto’s KB Media has formed a new partnership with Sanitizements Media, the Toronto-based OOH division of Campus Marketing Agency, to act as its exclusive media sales agency.

The deal, which effectively establishes KB Media as a national presence, will see the agency handle sales of advertising on Santizement’s national network of hand-sanitizer stations, which includes 25 university and college campuses, 60 fitness centres, 50 walk-in clinics and 25 veterinary clinics.

‘They’ve got the network; we’ve got the sales force, so it seemed like a really good fit for both organizations,’ KB Media CEO Jim Kirby tells MiC.

Kirby says Sanitizements hand-washing stations are also a good complement for the company’s Mirror Images, motion sensor-triggered OOH mirrors that offer still ads and/or 15-second digital ad loops when approached within five feet. The mirrors are currently installed in restaurants,, office towers, fitness clubs and golf properties around the GTA.

Each approach is recorded as an impression by a counter located within the mirror. The hand sanitizer stations also record impression via usage, Kirby says.

‘Not only can we offer our advertisers a national footprint, but we can now offer them that hard-to-reach student demographic,’ says Kirby, adding that a major broadcaster, a ‘very affluent’ car company and a wine and spirits manufacturer have all inked deals in the past week.