Wally

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.

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

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

• Out-of-home advertising
• Projection advertising
• Media studio services
• Influencer marketing
• Advertising marketplace

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• AREAcoreStrategic or Co-development Partner · 1 January 2022Multi-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.
• AfterpaycoreStrategic or Co-development Partner · 1 January 2022Partnership 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.
• HeinekencoreStrategic or Co-development Partner · 1 January 2022Heineken 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.
• LufthansacoreStrategic or Co-development PartnerSan 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.
• OverheardminorStrategic or Co-development PartnerCreative 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 CarreonminorStrategic or Co-development PartnerArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
• Ilse ValfreminorStrategic or Co-development PartnerArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
• Andrew SoriaminorStrategic or Co-development PartnerArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
• Olivia SteeleminorStrategic or Co-development PartnerArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
• Michael GittesminorStrategic or Co-development PartnerArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.
• Dana PiazzaminorStrategic or Co-development PartnerArtist partnership for creating cultural moments and building narratives through projection and experiential advertising campaigns.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• YouTubeyoutube.com/channel/UCoSlJmypd-l9r-NnBtRALIA
• Instagraminstagram.com/wally
• LinkedInlinkedin.com/company/wallyprojects

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wally