Wally
Wally is a Los Angeles-based media studio and OOH advertising platform specializing in nighttime projection advertising across 15+ formats, serving global brands, challenger brands, and real estate owners in 8+ US markets.
- Company typePrivate
- Founded2020
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Wally does
Wally is a Los Angeles-based media studio and advertising technology platform that specializes in nighttime projection advertising and multi-format out-of-home (OOH) media. Founded in 2021, the company combines high-powered projection technology with a creator and influencer distribution network to produce experiential brand campaigns. Its core product is the projection content platform, which uses projectors to display dynamic video, animations, and QR codes on buildings and walls, with built-in A/B testing for nightly creative optimization. Wally reports a 70% ad recall rate for projection advertising, positioned as 10x the industry standard. The company holds a registered patent on its Digital Valet Podium product, an LED/LCD display installed at hospitality valet stations with SMS, geo-fencing, and valet-ticket branding features. Complementing the projection offering is the gowally.co self-serve marketplace, which aggregates 15+ OOH formats including wall projections, billboards, digital valet podiums, cinema ads, wild posters, e-bike wraps, public transit, murals, coffee sleeves, car top ads, barricades, dedicated windows, and experiential events, alongside a creative production arm branded as Wally Studio.
Wally serves three primary customer segments: top global brands, challenger brands, and real estate owners. Named enterprise customers include Coca-Cola, Nike, Adidas, KIA, Sprite, Heineken, Lufthansa, AREA, Afterpay, and Gas Giants, spanning fashion, beverage, aviation, and automotive verticals. On the supply side, the company partners with real estate owners to monetize underutilized properties, handling permits and maintenance, and works with thousands of influencers for its S.O.S. (Speed of Social) influencer marketing campaigns, claiming 2 billion+ social reach and 240 million monthly impressions. The company operates across at least eight major US markets: Los Angeles, New York, Miami, Austin, Boston, Seattle, Nashville, and Houston, with additional activations in San Diego.
The business model is primarily sales-led with a hybrid self-serve marketplace channel. Revenue streams include direct enterprise sales of projection advertising services, transaction fees on the gowally.co marketplace, real estate monetization partnerships, and pay-per-impression influencer marketing through the Influence Power and S.O.S. offerings. Pricing is quote-based across campaign budget tiers ranging from under $10,000 to over $100,000 for event-based advertising, with multi-year reserved media buy contracts available for S.O.S. Campaigns. The company has raised $1,000,000 in a disclosed November 2021 seed funding round, the only funding event in the available record.
Wally firmographics
Firmographics- Name
- Wally
- Website
- https://wallyprojects.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wally is a Los Angeles-based media studio and OOH advertising platform specializing in nighttime projection advertising across 15+ formats, serving global brands, challenger brands, and real estate owners in 8+ US markets.
- Ownership category
- akta.pro rank
Wally industry classification
Industry- Product category
- Out-of-Home Advertising
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH) (BPAFABAE)
- akta.pro secondary industry
- OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)
Keywords
Where Wally is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Wally business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Out-of-Home Advertising Space Monetization: Wally partners with real estate owners (from individual landlords to large corporations) to monetize their underutilized real estate locations through OOH advertising. The company handles permit acquisition, maintenance, and all aspects of the advertising setup, providing a hassle-free revenue stream for property owners.
- Projection Advertising Services: Nighttime projection advertising services for brands, including creative direction, production, post-production, and campaign management. Services span multiple locations and formats including wall projections, digital podiums, and experiential events.
- Influencer Marketing Campaigns: Pay-Per-Impression Influencer Campaign services that expand brand visibility through partnerships with leading influencers. Part of the S.O.S (Speed of Social) Campaigns offering 50% impressions reserved for brand creative and 50% for brand social team.
- OOH Media Marketplace: Online marketplace platform (gowally.co) offering booking for various OOH advertising mediums including billboards, wall projections, valet podiums, cinema ads, wild posters, e-bike wraps, public transit, murals, coffee sleeves, car top ads, and experiential events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Budget-based campaign tiers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Wally product offering
Product offeringCore offering
Wally is a media studio that produces multi-platform advertising content centered on its signature nighttime projection advertising, using high-powered projectors to display video, images, and QR codes on buildings, walls, and public spaces. The company operates the Wally Platform marketplace (gowally.co) for booking diverse out-of-home (OOH) advertising formats across multiple U.S. cities, and provides Wally Studio creative production services spanning direction, production, and post-production.
Product overview
Wally is a media studio and advertising technology platform offering nighttime projection advertising and an integrated marketplace for out-of-home (OOH) advertising across multiple formats. The core offering consists of Wally's signature Nighttime Projection Advertising as the primary differentiator, supported by the Wally Platform marketplace for booking and managing campaigns, and Wally Studio for creative production services. The platform aggregates 15+ disruptive OOH media formats including Wall Projections, Billboards, Digital Valet Podiums, Cinema Ads, Wild Posters, E-bike Wraps, Public Transit, Murals, Coffee Sleeves, Car Top Ads, Barricades, Dedicated Windows, Experiential Events, and Influencer Marketing. The Digital Valet Podiums product provides patented LED/LCD displays at hospitality venues as a distinct product line. Additional services include S.O.S. (Speed of Social) Campaigns for influencer-driven cultural engagement, and Influence Power for pay-per-impression influencer marketing. The platform operates across major U.S. cities including Los Angeles, New York, Miami, Austin, Boston, Seattle, Nashville, and Houston, reaching 2 billion global social reach with 240 million monthly impressions.
Differentiator
Problem solved
Functional benefit
Brands
- Wally Studio: A creative studio service fueled by best-in-class creatives that drives creativity, collaboration, production and post-production. The studio is built with a philosophy to be bold, innovative and push limits.
Products and services
- Nighttime Projection Advertising Wally's signature advertising format that uses high-powered projectors to cast dynamic images, video, QR codes, and animations onto buildings, walls, and public spaces, enabling nightly A/B testing of creative variants for brands seeking large-scale, high-recall visual displays.
- Wally Platform Online marketplace (gowally.co) that connects brands with diverse outdoor advertising opportunities across 15+ OOH formats and 8+ U.S. cities, supporting discovery, customization, booking, and campaign monitoring.
- Wally Studio Full-service creative studio providing direction, collaboration, production, and post-production services for multi-platform advertising campaigns serving global brands.
- Digital Valet Podiums Patented LED/LCD digital advertising displays installed at valet podiums of high-end Los Angeles hospitality venues (restaurants, clubs, bars, hotels), enabling SMS messaging, geo-fenced social ad targeting, and branded valet tickets for reaching affluent audiences.
- S.O.S. (Speed of Social) Campaigns Dynamic multi-month reserved media campaign platform that combines influencer inventory with brand creative and brand social team distribution, enabling real-time participation in cultural conversations and events.
- Influence Power Pay-per-impression influencer campaign service that expands brand visibility through partnerships with leading influencers targeting fashion, tech, food, fitness, and other niches.
- OOH Real Estate Advertising Partnerships Full-service OOH advertising partnership offering for real estate owners, covering permit acquisition, installation, and maintenance to monetize underutilized building exteriors, walls, and valet podium sites through advertising inventory.
Quantifiable outcome
- 70% ad recall rate for projection advertising (10x industry standard)
- +3 more outcomes
Companies that use Wally
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Wally technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wally partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- AREAcoreMulti-platform advertising partnership for AREA's showcase at New York Fashion Week 2022. Wally created content displayed across Manhattan targeting SoHo's high-fashion area with wallscapes up to 45 feet tall, combined with social media content to increase brand visibility for the release.
- AfterpaycorePartnership with AREA at New York Fashion Week 2022. Afterpay co-sponsored the multi-platform advertising activation featuring projections across Manhattan with social media content creation.
- HeinekencoreHeineken Silver release campaign across Los Angeles, San Diego, and New York. Wally created experiential events blending physical and digital worlds by incorporating Heineken's Decentraland launch elements into real-world activations.
- LufthansacoreSan Diego to Munich nonstop flight launch campaign featuring 3 moving 30-foot projections in San Diego to showcase Lufthansa's first direct flights after 2 years of quarantine.
- OverheardminorCreative direction, production and post-production partnership for Overheard LA's first 'In Real Life' activation. Wally projected across 3 walls twice weekly for one month, simultaneously creating social media content.
- Louis CarreonminorArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
- Ilse ValfreminorArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
- Andrew SoriaminorArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
- Olivia SteeleminorArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
- Michael GittesminorArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
- Dana PiazzaminorArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Wally competitors and assessment
Company assessmentBroad incumbents
- Outfront Media: Outfront Media is one of the largest US out-of-home advertising companies operating transit, billboard, and digital signage inventory nationwide. Comparable to Wally as a competing OOH supply and demand source for major brand campaigns, though at much larger scale.
- Talon Outdoor: Talon Outdoor is an established independent OOH media agency planning and buying campaigns across traditional and digital OOH. Comparable as a brand-facing OOH planning/buying layer competing for the same enterprise marketing budgets Wally targets.
- Clear Channel Outdoor: Clear Channel Outdoor Holdings operates the largest US OOH advertising network with billboards, transit, street furniture, and digital displays. Comparable to Wally as a national OOH supply competitor with the scale and capital to launch projection-style DOOH formats if it chose to.
Direct peers
- Adomni: Adomni operates a self-serve programmatic DOOH marketplace letting advertisers plan and buy digital out-of-home inventory in seconds. Comparable to gowally.co as a marketplace layer aggregating fragmented OOH supply and serving brand buyers with multi-format booking.
- Vistar Media: Vistar Media is a leading programmatic DOOH ad platform and supply-side platform, connecting digital signage networks with brand demand via real-time bidding. Highly comparable as a tech-enabled aggregator of OOH inventory competing for the same brand-budget wallet share as Wally's marketplace.
- Seen Media: Seen Media is an urban projection advertising and experiential OOH company that projects branded content onto buildings in major cities. Directly comparable to Wally's nighttime projection advertising core offering and similar brand-led, city-level experiential activations.
- Carvertise: Carvertise runs a car-top and vehicle-wrap advertising network, one of the non-traditional OOH formats Wally lists on its marketplace. Direct peer on alternative-OOH demand aggregation and brand-execution services.
- Wrapify: Wrapify is a vehicle-wrap advertising platform that pays everyday drivers to wrap their cars in branded campaigns. Comparable to Wally's e-bike wraps and car top ad formats, both of which monetize non-traditional mobile surfaces through a marketplace-style model.
Emerging players
- Place Exchange: Place Exchange is a programmatic DOOH SSP and ad exchange connecting digital out-of-home inventory with omnichannel demand-side platforms. Comparable to Wally's gowally.co marketplace, focused on automating OOH transactions through programmatic pipes.
- EXP IO: EXP IO builds experiential out-of-home advertising experiences, particularly in transit and large-format urban environments. Comparable to Wally's experiential events and IRL advertising overlay, though it focuses on a narrower set of formats.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Wally social profiles
Digital presenceWally financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wally leadership team
Management profileNumber of profiles
Wally funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wally M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wally
What does Wally do?
Wally is a media studio that produces multi-platform advertising content centered on its signature nighttime projection advertising, using high-powered projectors to display video, images, and QR codes on buildings, walls, and public spaces. The company operates the Wally Platform marketplace (gowally.co) for booking diverse out-of-home (OOH) advertising formats across multiple U.S. cities, and provides Wally Studio creative production services spanning direction, production, and post-production.
Is Wally a public or private company?
Wally is a private company. It is classified as unknown and is currently operating.
When was Wally founded?
Wally was founded in 2020. It employs 11 to 50 people.
Where is Wally based?
Wally is headquartered in Los Angeles, United States, in the North America region.
How does Wally make money?
Four revenue lines are on record. Out-of-Home Advertising Space Monetization is the primary driver. The others are projection Advertising Services, influencer Marketing Campaigns and OOH Media Marketplace.
Who are Wally's main competitors?
Broad incumbents on record are Outfront Media, Talon Outdoor and Clear Channel Outdoor. Direct peers are Adomni, Vistar Media, Seen Media, Carvertise and Wrapify. Emerging players are Place Exchange and EXP IO.
Does Wally have an API?
No public API is recorded for Wally.
What industry is Wally in?
Wally's product category is Out-of-Home Advertising. Its primary akta.pro industry code is BPAFABAE, Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH), with a secondary code of BPAFALAJ, OOH Media Planning, Buying & Inventory Aggregation. Its SIC code is 7310.