adtrackmedia

What adtrackmedia does

adtrackmedia is a privately held Vancouver-based media and technology company, founded in 2009 by Drew Craig, that owns and operates a proprietary digital out-of-home (DOOH) advertising network deployed inside subway and airport rail tunnels. Its single core product, the Tunnel Cinema System, combines specialized LED display hardware and proprietary software to project high-resolution, full-motion video advertisements onto tunnel walls, exploiting after-image persistence of vision to turn otherwise dark tunnel segments into a captive-audience communication medium visible through train windows.

The company monetizes this technology through two coordinated flows. On the supply side, adtrackmedia enters direct, long-term media concessions with subway and airport rail owners and operators, installing its hardware into their tunnel infrastructure in exchange for the right to monetize the advertising inventory. On the demand side, it sells advertising placements to global brands and agencies, including validated customers such as Dentsu Aegis Network, Garnier/Fructis, and Zenith Media Spain. Active concessions span Italy (Rome), the Netherlands (Rotterdam), Canada (Translink/Vancouver), Spain (Madrid, Barcelona), Switzerland (Zurich Airport), and Mexico (Mexico City Metro), giving the platform geographic reach across Europe, North America, and Latin America.

The business model is B2B enterprise sales, with quote-based pricing for both media concessions (to transit operators) and advertising placements (to brands and agencies). Metro operators are the primary customer segment because the concession generates incremental non-fare revenue at no capital outlay to the transit authority, while advertisers represent a secondary segment seeking high-impact engagement with urban commuting audiences in a fragmented media landscape. The company is led by President and CEO Ken Bicknell and chaired by founder Drew Craig, with a leadership bench that includes a CFO, CTO, Chief Innovation Officer, Global Head of Sales, and a Spanish-language regional sales head.

Name

adtrackmedia

Legal name

adtrackmedia

Website

https://adtrackmedia.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

adtrackmedia is a Vancouver-based private media and technology company that deploys proprietary in-tunnel LED advertising systems in subway and airport rail networks under long-term media concessions, monetizing high-resolution video ads to global brands and agencies.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home Transit Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Media Representatives (541840)

SIC

Services-Advertising (7310)

akta.pro primary industry

Transit & Transport OOH Advertising (Bus, Rail, Airport) (MPAAAKAC)

akta.pro secondary industry

Transit Advertising (Bus, Rail, Subway, Taxi, Airport Transit) (BPAFALAC)

Keywords

• Digital out-of-home advertising
• In-tunnel advertising systems
• Transit media concessions
• Metro advertising technology
• DOOH media platform

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. DOOH Advertising Revenue: Revenue generated from selling advertising space on proprietary in-tunnel systems to brands and agencies. adtrackmedia enters direct long-term media concessions with metro operators and monetizes tunnel assets through full-motion video advertisements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

adtrackmedia owns and operates a global network of proprietary digital in-tunnel advertising systems that deliver high-resolution, full-motion video advertisements inside subway and metro tunnels. The company enters long-term media concessions with metro and airport rail operators and monetizes those tunnel assets by selling advertising space to global brands and agencies, providing transit operators with incremental non-fare revenue while creating exclusive brand experiences for captive commuters.

Product overview

adtrackmedia operates as a digital out of home (DOOH) media company offering a single core product: the Tunnel Cinema System. This proprietary in-tunnel advertising system consists of hardware (LED display networks installed in metro/subway tunnels) and associated software that delivers high-resolution, full-motion video advertisements to captive commuters as trains pass through tunnels. The system creates exclusive brand experiences by illuminating train windows with vivid video content, providing metro operators with incremental non-fare revenue while offering advertisers a unique medium to engage urban transit audiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Tunnel Cinema System

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and flagship.

• Rome MetrocoreStrategic or Co-development Partneradtrackmedia has established a partnership with Rome Metro for deployment of in-tunnel advertising systems to monetize tunnel assets and generate non-fare revenue for the transit authority.
• Rotterdam MetrocoreStrategic or Co-development PartnerPartnership with Rotterdam Metro for deployment of proprietary in-tunnel advertising technology, providing new revenue streams for the transit system.
• Translink (Vancouver)coreStrategic or Co-development PartnerPartnership with Vancouver's Translink for deployment of in-tunnel advertising systems, generating incremental non-fare revenue.
• Madrid MetrocoreStrategic or Co-development PartnerPartnership with Madrid Metro for deployment of in-tunnel advertising technology across the transit network.
• Barcelona MetrocoreStrategic or Co-development PartnerPartnership with Barcelona Metro for in-tunnel advertising deployment, providing exclusive brand experiences to metro riders.
• Zurich AirportcoreStrategic or Co-development PartnerZurich Airport has implemented adtrackmedia's Tunnel Cinema System to greet millions of arriving and departing passengers with high-resolution visual content showcasing Swiss scenery.
• Mexico City MetrocoreStrategic or Co-development PartnerPartnership with Mexico City Metro for deployment of in-tunnel advertising systems, expanding adtrackmedia's presence in Latin America.
• Dentsu Aegis NetworkcoreGTM or Marketing PartnerDentsu Aegis Network validates adtrackmedia as a media format that delivers impactful full-motion video advertisements to subway riders when they are stationary and receptive to engagement.
• Garnier/FructisflagshipGTM or Marketing PartnerGarnier/Fructis has utilized adtrackmedia's in-tunnel advertising platform, describing it as offering novelty, surprise and modernity that transfers brand value.
• Zenith Media SpaincoreGTM or Marketing PartnerZenith Media Spain reports increased recall and intention-to-buy for clients using adtrackmedia, maximizing the ROI of OOH media spend.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Place Exchange: Place Exchange is a programmatic DOOH supply-side platform that aggregates digital out-of-home inventory including transit media. Comparable as an emerging DOOH adtech player facilitating programmatic access to transit audiences, with partial overlap in the value chain.
• Vistar Media: Vistar Media is a programmatic DOOH ad platform that enables automated buying of digital out-of-home inventory across transit and place-based networks. Comparable as an emerging DOOH technology layer connecting DOOH inventory to demand-side buyers, potentially competing for the same advertiser budgets.
• Adomni: Adomni is a DOOH advertising marketplace that connects advertisers with digital out-of-home screen operators. Comparable as an emerging DOOH marketplace targeting the same brand and agency buyers, with overlapping focus on transit and place-based inventory.

Regional players

• Moving Walls: Moving Walls is a DOOH advertising technology company primarily serving APAC and emerging markets with enterprise OOH media solutions. Comparable as a regional DOOH platform operator with similar advertiser/agency relationships, though its geographic focus is different from adtrackmedia's current footprint.

Direct peers

• IGPDecaux: IGPDecaux is the leading Italian transit OOH operator with deep relationships across Italian metro systems including Rome. Comparable as a direct transit OOH peer operating in one of adtrackmedia's core markets (Rome Metro), serving similar brand and agency clients.
• Exterion Media (Global): Exterion Media operates OOH advertising across European transit networks, including metro and rail environments. It is comparable as a transit OOH media company targeting the same advertiser/agency buyers and operating across overlapping European metros.
• Ströer: Ströer is a major German OOH and digital out-of-home media company with strong presence in German and European transit systems. Directly comparable as a European transit OOH operator selling premium audiences to brands, with overlapping geographies including Germany, Spain, and broader EU.

Broad incumbents

• Outfront Media: Outfront Media is a leading US OOH advertising company with significant transit and digital out-of-home inventory. It is comparable as a transit OOH media operator that monetizes commuter audiences, though it does not specialize in in-tunnel formats.
• Clear Channel Outdoor: Clear Channel Outdoor is a global OOH advertising operator with transit, roadside, and airport inventory. Comparable as a broad incumbent transit OOH provider serving the same brand and agency clients, though its coverage spans formats beyond tunnels.
• JCDecaux: JCDecaux is the world's largest outdoor advertising company with a deep transit-focused portfolio (street furniture, billboards, airport, and metro). Comparable to adtrackmedia as a global OOH media operator selling transit audiences to brands and agencies, though its scope is much broader than in-tunnel advertising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/adtrack_media
• Facebookfacebook.com/pg/adtrackmedia/posts
• LinkedInlinkedin.com/company/adtrackmedia
• Instagraminstagram.com/adtrackmedia/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

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 adtrackmedia