Eat It Up Media (EIUM), which has been known for experiential and interactive activations, has introduced new branding, a new website and, most notably, a new focus on OOH beyond just place-based spots in restaurants and cafes.

The company has partnered with and connected hundreds of local media companies to create a national network that aims to champion local economies with more than 15,000 media assets, representing an excess of 1.5 billion monthly impressions.

The network blankets every province with most of the outdoor assets in tertiary areas and the indoor locations positioned in core areas to give brands the ability to micro target their audiences.

Rob Deckelbaum, co-founder of EIUM, says he is keeping the partner companies involved in the network anonymous, but says they are are smaller media companies that may have experienced the impact of COVID-19.

“We know we can help solve income disparities for smaller media companies that do not have the expertise or inventory to compete with the large national players, and understand there is a direct need for tertiary networks with large advertisers to better cover the vast Canadian population.”

One of its recent partnerships is with Toronto’s historic Distillery District, with which EIUM is acting as a partner to represent its banner, projection and activation/pop-up shops.

Other partnerships have resulted in EIUM representing media in markets like Saguenay and Sudbury.

The EIUM outdoor portfolio now includes digital and static billboards, mural walls, benches, bus shelters, street columns, bike racks and waste and recycling stations. Indoor locations range from restaurants, cafes and bars to retail locations and gyms, health clinics, hospitals, and airports.