UB Media has stepped its out-of-home presence by acquiring MaxTV Media and adding its network of residential signage to its offering.

Largely located within elevators and lobbies at condos and other residential buildings, MaxTV’s residential network is one of the largest in Canada when measured by number of digital screens – over 1,500 in 500 high-rise buildings – which are available on all major programmatic exchanges. It reaches roughly 200,000 residents in Ontario, 25,000 in Alberta, 150,000 in British Columbia and – following an expansion in the spring – 40,000 in Quebec by the end of 2021.

The acquisition will turn MaxTV into UB’s fourth place-based network and is meant to round out its portfolio, which includes other networks focused on restobars, cinemas and post-secondary campuses.

“The pandemic placed residential OOH in the spotlight and we feel it is a staple in OOH media moving forward,” said Michael Minicucci, president and CEO of UB Media. “The addition of this new network complements our current media offering, allowing us to further diversify our reach while keeping our core vision of growing a larger digital footprint of placed-based OOH products.”

Captivate – a fellow place-based company that has been on its own expansion run as of late – is currently providing ads sales representation for the MaxTV Media network, a relationship that will end as a result of the new acquisition, effective on Oct. 4