Adapt Media revives former OBN affiliate network

The mediaco will provide national representation for 'the majority' of boards within the former OBN affiliate network, now called the Adapt Digital Billboard Network.

Adapt Media has morphed from a national street-level OOH vendor to a national DOOH vendor with the launch of its new Adapt Digital Billboard Network, comprised largely of inventory from the former Outdoor Broadcast Network.

Adapt will now handle national sales for 30 digital billboards across Canada, many of which were formerly in OBN’s affiliate network, and all sales in Ontario. OBN sold off its inventory last summer in the wake of the recession, some of which went to large vendors such as Clear Channel, while others were held privately.

Locations included in Adapt’s DOOH portfolio include 696 Yonge (south of Bloor), Canada Place in Vancouver, Rexall Arena in Edmonton and McMahon Stadium in Calgary. New boards have been added to the network as well, including a just-inked deal with Maple Leaf Sports and Entertainment for Adapt to handle sales for the multimedia boards on the east and west sides of the Ricoh Coliseum in Toronto.

Adapt Media worked with former OBN president and CEO Peter Irwin on reviving the network. Newly named Adapt VP Rory Amelio is spearheading sales for the new network.