As media agencies push advertisers to shift a portion of their ad commitments to Black and minority-owned media companies during this year’s upfronts ad haggle, some long ignored players are starting to emerge. One of those is a ReachTV, an out-of-home media company that has TV screens in airports and other locations.
IPG Mediabrands’ Magna struck a deal with ReachTV, which was founded by Lynnwood Bibbens in 2016, to bring its clients opportunities for sponsorships and content integrations, among other things, on its nearly 2,500 screens in approximately 90 airports across North America and the United Kingdom. ReachTV also has customized dashboards for marketers and can pinpoint placements near airport retailers selling their products.This is the latest deal for ReachTV, which features a mix of “uplifting” original programming, as well as content from A&E, AMC and NFL Network, among others. Earlier this month, it announced an expanded content deal with NBCUniversal that would bring news, sports, entertainment and even Peacock programming to ReachTV screens. As part of the deal, NBCU will also use its sales muscle to make ReachTV a part of its pitch to advertisers, providing sales support and market intelligence to ReachTV.