Creative Realities
Creative Realities is a public digital signage and AdTech company (NASDAQ: CREX) that deploys and operates proprietary SaaS CMS platforms (Clarity, ReflectView) and AdLogic CPM+ ad-serving across enterprise retail, QSR, convenience, sports, and entertainment networks in North America.
- Company typePublic
- Founded2000
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Creative Realities does
Creative Realities, Inc. (NASDAQ: CREX) is a full-service digital signage and AdTech solutions provider headquartered in Louisville, Kentucky, that designs, deploys, and operates large-scale digital display networks for enterprise customers across retail, quick-service restaurants (QSR), convenience stores, sports and entertainment venues, automotive dealerships, healthcare, and lottery verticals. The company offers a portfolio of proprietary SaaS content management platforms — Clarity (purpose-built for QSR digital menu boards with native POS integrations to Brink, Square, Clover, Toast, and Grubbr), ReflectView (enterprise-class place-based CMS), Reflect Xperience, and iShowroom — complemented by AdLogic CPM+, an ad-serving and campaign management platform for in-store retail media network monetization. CRI's offering extends beyond software to include hardware (displays, kiosks, drive-through systems), IPTV streaming, content creation, installation, project management, and a 24/7 Network Operations Center for ongoing managed services, positioning the firm as an end-to-end lifecycle provider.
The company generates revenue through a mix of recurring SaaS subscriptions, hardware sales, professional services (planning, design, installation), managed services, and advertising/media revenue through AdLogic CPM+, sold via a direct enterprise field sales motion with custom quote-based pricing. CRI was formed through the February 2022 merger of Creative Realities and Reflect Systems, and significantly scaled with the November 2025 acquisition of Cineplex Digital Media (CDM) for CAD $70 million, which added a large North American digital out-of-home media network. Following CDM, the company operates across the United States, Canada, and Mexico, manages software and network infrastructure supporting marquee customers including Target, Best Buy, Macy's, AMC Theatres (285 locations with National CineMedia), Circle K Mexico, Rogers Arena, Cedar Fair, and the North Carolina Education Lottery, and achieved Q4 2025 revenue of $23.9 million with adjusted EBITDA of $5.2 million. The company holds SOC 2 Type 2 compliance, trades on NASDAQ under CREX, was added to the Russell Microcap Index in June 2026, and is led by CEO Rick Mills with a recently refreshed executive team including CFO Tamra Koshewa, CRO Dan McAllister, and CXO Jackie Walker, who is leading a strategic shift toward a software-first, AI-powered SaaS platform.
Creative Realities firmographics
Firmographics- Name
- Creative Realities
- Legal name
- Creative Realities, Inc.
- Website
- https://cri.com
- Company type
- Public
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Creative Realities is a public digital signage and AdTech company (NASDAQ: CREX) that deploys and operates proprietary SaaS CMS platforms (Clarity, ReflectView) and AdLogic CPM+ ad-serving across enterprise retail, QSR, convenience, sports, and entertainment networks in North America.
- Ownership category
- akta.pro rank
Creative Realities industry classification
Industry- Product category
- Digital Signage Software
- NAICS
- Indoor and Outdoor Display Advertising (54185), Graphic Design Services (541430), Software Publishers (5132), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Digital Signage & Commercial Displays (HDACADAL)
- akta.pro secondary industries
- Creative Concepting & Campaign Development (BPAFAEAD), Exhibition, Retail & Experiential Design (BPAHAKAL), Event Theming, Mood Boards & Concept Design (HSACAOAH)
Keywords
Where Creative Realities is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Creative Realities business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscriptions: Recurring subscription revenue from proprietary CMS platforms (Clarity, ReflectView) offered as SaaS model with ongoing support and maintenance.
- Hardware Sales: Digital displays, screens, kiosks, and physical infrastructure components for digital signage deployments.
- Professional Services: Planning, technology design, content creation, design engineering, project management, installation, and technical support services.
- AdTech/Media Revenue: Ad-serving and monetization of digital signage networks through AdLogic platform, enabling brands to advertise on retail media networks.
- Managed Services: 24/7 Network Operation Center for Day-2 support and ongoing service to support deployments throughout their lifetime.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Creative Realities product offering
Product offeringCore offering
Creative Realities is a full-service digital signage solutions provider selling proprietary SaaS content management platforms (Clarity for QSR digital menu boards, ReflectView and Reflect Xperience for enterprise place-based networks, and iShowroom) together with the AdLogic CPM+ ad-serving platform for in-store retail media monetization. The company also delivers end-to-end deployment services — planning, technology design, content creation, design engineering, project management, hardware procurement, installation, and 24/7 Network Operations Center managed services — to enterprise customers across retail, QSR, convenience stores, sports and entertainment venues, automotive dealerships, healthcare, and digital out-of-home (DOOH) advertising.
Product overview
Creative Realities offers a platform-plus-modules architecture anchored by multiple CMS products — Clarity (purpose-built for QSR digital menu boards), ReflectView (enterprise-class place-based CMS), Reflect Xperience (enterprise CMS), and iShowroom — all offered as SaaS. The portfolio is complemented by AdLogic and AdLogic CPM+ for ad-serving and in-store retail media network monetization, as well as full-cycle services including planning, content creation, installation, and 24/7 NOC support. The November 2025 acquisition of Cineplex Digital Media added a large DOOH media network across North America, doubling the company's scale. Following the 2022 merger with Reflect Systems, the combined company delivers end-to-end digital signage, CMS, ad monetization, IPTV streaming, and managed services across verticals including retail, QSR, convenience stores, sports and entertainment, automotive dealerships, and healthcare.
Differentiator
Problem solved
Functional benefit
Brands
- Clarity: Purpose-built CMS platform for digital menu boards, SaaS-based digital signage platform
- ReflectView
- iShowroom
- Reflect Xperience
- CPM+
- AdLogic
Products and services
- Clarity A purpose-built CMS platform designed for digital menu boards and food service environments, offered as a SaaS model. Integrates natively with multiple POS platforms including Brink, Square, Clover, Toast, and Grubbr to enable seamless content-to-order workflows for QSR and convenience store operators.
- ReflectView An enterprise-class content management system designed for place-based digital signage. Enables the distribution and presentation of HD media and interactive applications over large-scale networks. A flexible, scalable SaaS platform to display dynamic content that drives enhanced customer engagement across retail, sports and entertainment, automotive, and other enterprise verticals.
- Reflect Xperience An enterprise CMS offering introduced as part of the combined Creative Realities product portfolio following the Reflect Systems merger. Complements ReflectView and Clarity in the expanded CMS lineup for large-scale digital signage deployments.
- iShowroom A SaaS-based digital signage platform offered as part of Creative Realities' portfolio alongside Clarity, ReflectView, and Reflect Xperience, serving retail, automotive, DOOH advertising, and convenience store verticals.
- AdLogic CPM+ A unified in-store retail media network solution launched in January 2025, combining ad-serving and campaign management capabilities. Automates trafficking, delivery, and reporting of sponsor advertising on digital signage networks, enabling retailers and venue operators to monetize their in-store media inventory at scale.
- Digital Signage Solutions (End-to-End Deployment Services) End-to-end digital signage deployment services including experienced planning, technology design, content creation (custom and HTML web-based apps), design engineering, project management, hardware procurement, installation, and technical support. Complemented by an in-house 24/7 Network Operations Center for ongoing Day-2 support across the deployed fleet.
- Internet Protocol Television (IPTV) IPTV streaming platform offered as part of the full-scale service portfolio, enabling live streaming and in-venue broadcasts that keep fans connected to the action throughout stadiums, arenas, and other live venues.
- Cineplex Digital Media Network Digital out-of-home media network acquired from Cineplex in November 2025 for CAD $70 million, significantly expanding Creative Realities' North American DOOH footprint. The network reaches large audiences across theaters, convenience stores, and entertainment venues with programmatic and sponsorship-based advertising inventory.
Quantifiable outcome
- Up to 20-30% increase in average order value from dynamic menu board optimizations
- +3 more outcomes
Companies that use Creative Realities
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles6 records
Creative Realities technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability13 records
Feature5 records
Creative Realities partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- National CineMediacorePartnership to deploy digital displays and modernize AMC Theatres in-lobby media network across 285 locations nationwide. NCM serves as media representative managing in-lobby video advertising while Creative Realities handles installation, operations, and ongoing network management. Multiple 75-inch screens per location delivering high-impact video and interactive experiences. Full rollout expected by end of 2026.
- AMC TheatrescoreInstallation of digital lobby displays across 285 AMC theater locations nationwide. Creative Realities serves as equipment and service partner for the in-lobby media network, handling installation, operations, and network management. Creates new advertising opportunities for brands to reach moviegoers.
Scale indicators12 records
Recent moves7 records
Expansion highlights7 records
Creative Realities competitors and assessment
Company assessmentDirect peers
- Stratacache: Largest direct competitor in end-to-end digital signage solutions, having acquired Scala. Competes head-to-head with CRI on enterprise CMS, large-scale rollouts, and in-store retail media networks across retail, QSR, and sports venues.
- Spectrio: Direct digital signage and in-store media competitor serving similar verticals (retail, QSR, healthcare). One of CRI's new CRO Dan McAllister's previous employers, indicating overlapping customer base and product positioning.
- BrightSign: Digital signage media-player and CMS provider competing on place-based signage deployments. Comparable customer profile in retail and QSR, and overlapping technology layer for content distribution at scale.
- Broadsign: DOOH-focused platform that competes directly with CRI's AdLogic CPM+ offering for monetizing digital signage networks. Overlap is strongest in programmatic ad-serving and retail media network capabilities post-CDM acquisition.
- Poppulo (formerly Four Winds Interactive): Enterprise digital signage and employee communications platform serving corporate, healthcare, and retail customers. Comparable SaaS-style CMS offering and enterprise sales motion targeting large multi-location deployments.
- YCD Multimedia: Digital signage software provider with enterprise CMS and content management capabilities serving global retail, QSR, and hospitality customers. Directly competes with Clarity and ReflectView for large multi-location deployments.
Broad incumbents
- Daktronics: Established display manufacturer and signage solutions provider, particularly dominant in sports venues and arenas — directly overlapping CRI's Rogers Arena-type deployments. Larger, publicly traded, hardware-led incumbent.
- Samsung Electronics (VXT / MagicINFO): Display OEM bundling signage software (VXT, MagicINFO) with hardware sales. A technology partner of CRI but also a broad incumbent competitor offering integrated lower-priced solutions to retail and enterprise customers.
- NEC Display Solutions: Commercial display manufacturer with integrated signage solutions for retail, QSR, and corporate environments. Competes with CRI on hardware-plus-software bundles rather than software-first enterprise deals.
Emerging players
- Grassfish: European-headquartered digital signage platform with growing presence in retail and banking verticals. An emerging peer focused on a software-first, IoT-enabled signage stack with comparable CMS-style functionality.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Creative Realities social profiles
Digital presenceCreative Realities compliance and trust
Trust signalCompliance3 records
Creative Realities financial estimates
Financial estimateRevenue estimate
Valuation estimate
Creative Realities leadership team
Management profileNumber of profiles
Profiles7 records
Creative Realities subsidiaries and ownership
Company hierarchySubsidiaries2 records
Creative Realities funding detail
Funding detailFunding overview
Funding rounds6 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Creative Realities M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Creative Realities
What does Creative Realities do?
Creative Realities is a full-service digital signage solutions provider selling proprietary SaaS content management platforms (Clarity for QSR digital menu boards, ReflectView and Reflect Xperience for enterprise place-based networks, and iShowroom) together with the AdLogic CPM+ ad-serving platform for in-store retail media monetization. The company also delivers end-to-end deployment services — planning, technology design, content creation, design engineering, project management, hardware procurement, installation, and 24/7 Network Operations Center managed services — to enterprise customers across retail, QSR, convenience stores, sports and entertainment venues, automotive dealerships, healthcare, and digital out-of-home (DOOH) advertising.
Is Creative Realities a public or private company?
Creative Realities is a public company. It is classified as public and is currently operating.
When was Creative Realities founded?
Creative Realities was founded in 2000. It employs 101 to 250 people.
Where is Creative Realities based?
Creative Realities is headquartered in New York, United States, in the North America region.
How does Creative Realities make money?
Five revenue lines are on record. SaaS Subscriptions are the primary driver. The others are hardware Sales, professional Services, adTech/Media Revenue and managed Services.
Who are Creative Realities's main competitors?
Direct peers on record are Stratacache, Spectrio, BrightSign, Broadsign, Poppulo (formerly Four Winds Interactive) and YCD Multimedia. Broad incumbents are Daktronics, Samsung Electronics (VXT / MagicINFO) and NEC Display Solutions. Grassfish is listed as an emerging player.
Does Creative Realities have an API?
No public API is recorded for Creative Realities.
What industry is Creative Realities in?
Creative Realities's product category is Digital Signage Software. Its primary akta.pro industry code is HDACADAL, Digital Signage & Commercial Displays, with a secondary code of BPAFAEAD, Creative Concepting & Campaign Development. Its NAICS code is 54185 and its SIC code is 7310.