TOAD.ai

What TOAD.ai does

TOAD.ai (legally The Outdoor Advertising Directory Ltd) is a London-based data-driven outdoor advertising (OOH) agency and platform founded in 2017. The company consolidates approximately 500,000 UK outdoor advertising sites across 70 formats and 60 media owners — covering an estimated 95% of the country's OOH inventory — and layers this inventory with geo-spatial audience, traffic, and travel data to identify optimal locations for brand campaigns. Its core product is an online media planning and buying tool that enables brands and advertising agencies to brief, plan, book, and report on OOH campaigns through a single interface rather than coordinating manually with multiple media owners.

The underlying platform is built around three proprietary components: a comprehensive site inventory database, a geo-spatial data integration engine that maps audience demographics against physical ad locations, and an online planning/booking workflow tool. Services extend beyond the software into full-service agency execution, including campaign strategy, site selection, media-owner booking, creative coordination, and post-campaign reporting, delivered by a small in-house team of account managers. The company is headquartered at the Geovation innovation hub in Clerkenwell, London.

TOAD.ai monetizes primarily through agency commissions earned from media owners and fees charged to brands for planning and buying OOH media, under quote-based, project-priced engagements with no publicly disclosed tiered pricing. Its go-to-market is sales-led and relationship-driven, targeting consumer brands (from startups through enterprises), advertising agencies, and — to a lesser extent — B2B companies seeking mass-audience reach. The company has raised modest seed funding from UK backers including Entrepreneurial Spark, Geovation, and Newable Private Investing.

Name

TOAD.ai

Legal name

The Outdoor Advertising Directory Ltd

Website

https://toad.ai

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

TOAD.ai is a London-based data-driven outdoor advertising agency and platform that consolidates ~500,000 UK OOH sites across 60 media owners, layering geo-spatial audience data to help brands and agencies plan, book, and report on campaigns.

Ownership category

akta.pro rank

Product category

Outdoor Advertising Services

NAICS

Media Buying Agencies (54183), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH) (BPAFABAE)

akta.pro secondary industries

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB), OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)

Keywords

• Outdoor advertising
• Media planning platform
• OOH campaign buying
• Geo-spatial audience data
• Programmatic out-of-home

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agency Commission and Fees: TOAD.ai acts as an outdoor advertising agency, earning commissions from media owners and fees from brands for planning and buying OOH media. They leverage their technology platform and expertise to deliver campaigns.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

TOAD.ai is a data-driven outdoor advertising agency that operates an online media planning and buying platform consolidating ~500,000 UK OOH sites across 70 formats and 60 media owners and layering them with geo-spatial audience, traffic, and travel data. The company delivers end-to-end OOH campaign services — establishing budgets and audience targets, selecting optimal sites, and managing bookings with media owners — through experienced account managers supported by the proprietary platform. Its products serve consumer brands and advertising agencies seeking faster, data-backed outdoor campaign execution.

Product overview

TOAD.ai is a data-driven outdoor advertising agency powered by technology, offering a unified platform that combines 1/2 million outdoor advertising sites across 70 formats and 60 media owners. The core platform integrates geo-spatial audience data, traffic data, and travel data to help brands plan and execute outdoor advertising campaigns. Services include campaign planning, site selection, booking management, creative coordination, and campaign reporting.

Differentiator

Problem solved

Functional benefit

Products and services

• TOAD.ai Platform A data-driven online media planning and buying platform that consolidates approximately 1/2 million outdoor advertising sites across the UK, spanning 70 formats and 60 media owners, and layers them with geo-spatial audience, traffic, and travel data to identify optimal sites for outdoor advertising campaigns. Used by TOAD.ai account managers and accessed by brands and agencies to plan, buy, and report on OOH campaigns.

Quantifiable outcome

• Reached nearly 3 million people from Leicester Square station alone over 4 weeks for Nush campaign
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

16 partnerships are on record, tiered core.

• JCDecauxcoreTechnology or IntegrationMajor outdoor advertising media owner partner providing inventory of advertising sites across the UK
• Clear ChannelcoreTechnology or IntegrationMajor outdoor advertising media owner partner providing billboard and street furniture inventory
• Ocean OutdoorcoreTechnology or IntegrationPremium media owner partner specializing in large format digital advertising in premium urban locations
• Exterion MediacoreTechnology or IntegrationTransit advertising media owner partner providing access to transportation advertising sites
• PrimesightcoreTechnology or IntegrationMedia owner partner providing outdoor advertising inventory
• Bay MediacoreTechnology or IntegrationMedia owner partner for outdoor advertising sites
• EightcoreTechnology or IntegrationMedia owner partner for advertising inventory
• ZOOM MediacoreTechnology or IntegrationMedia owner partner for advertising sites
• Outdoor PluscoreTechnology or IntegrationDigital outdoor advertising media owner partner
• PopcorncoreTechnology or IntegrationMedia owner partner for advertising inventory
• SherbetcoreTechnology or IntegrationMedia owner partner for outdoor advertising
• RedbuscoreTechnology or IntegrationMedia owner partner for advertising sites
• Maxx MediacoreTechnology or IntegrationMedia owner partner for outdoor advertising inventory
• ECNcoreTechnology or IntegrationMedia owner partner for advertising sites
• ClearView MediacoreTechnology or IntegrationMedia owner partner for outdoor advertising
• Blow-Up MediacoreTechnology or IntegrationMedia owner partner for billboard and outdoor advertising

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Place Exchange: Place Exchange operates a programmatic OOH supply-side platform connecting DOOH media owners with DSPs. It represents the programmatic direction of the OOH market that TOAD.ai's planner-led model must contend with.
• Vistar Media: Vistar Media is a leading programmatic DOOH ad server and SSP, enabling automated buying of digital outdoor inventory. It is comparable to TOAD.ai as an OOH technology layer, though focused on programmatic rather than planner-led buying.

Others

• Clear Channel Outdoor: Clear Channel Outdoor is a major global OOH media owner and one of TOAD.ai's key supply-side partners. As an inventory provider it sits in TOAD.ai's ecosystem but also has the scale to build competing planning tools.
• Ocean Outdoor: Ocean Outdoor is a UK-focused premium digital OOH media owner and TOAD.ai partner. Like JCDecaux and Clear Channel, it is a key supplier in TOAD.ai's marketplace and a potential future competitor in the planning layer.
• JCDecaux: JCDecaux is the world's largest OOH media owner and a core inventory partner of TOAD.ai. It is an ecosystem participant that could also choose to compete with TOAD.ai via its own planning/booking tools.

Broad incumbents

• Kinetic (WPP): Kinetic is the global OOH specialist agency within WPP, offering planning and buying across major markets. It is a broader incumbent that competes with TOAD.ai for agency-driven OOH planning budgets.
• Rapport (IPG Mediabrands): Rapport is IPG Mediabrands' global OOH agency, providing planning and buying services at scale across multiple geographies. It is a larger incumbent competing for the same OOH agency dollars that TOAD.ai targets.
• Posterscope (Dentsu): Posterscope is Dentsu's global OOH and location-based marketing agency, with significant UK presence and proprietary planning tools (e.g., ECOS). It is a broad incumbent and one of the largest OOH agency competitors to TOAD.ai in the UK.

Direct peers

• Route: Route is a UK-based OOH planning and buying platform that consolidates outdoor inventory and applies data-driven audience targeting. It is the closest direct competitor to TOAD.ai in the UK OOH media-buying SaaS/agency space.
• Talon Outdoor: Talon is a UK-focused independent OOH agency with proprietary planning technology and data tools. Comparable to TOAD.ai as an OOH agency leveraging a planning platform for brands and agencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TOAD_ai
• Facebookfacebook.com/TOADads

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors3 records

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 TOAD.ai