ICARO Media Group Expands AI-Powered Digital Network with Major Otis Elevator Partnership Across Europe and Africa

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ICARO Media Group acquires European DOOH firm Liftmedia and secures multiyear contract with Otis Worldwide to deploy AI-personalized content on 50,000 elevator screens across Spain, Portugal, and parts of Africa, reaching 2.4 million people daily.

Major Partnership Expands AI-Powered Digital Network

ICAROMedia Group, Inc. has significantly expanded its digital advertising footprint through the acquisition of European Digital Out-of-Home (DOOH) firm Liftmedia and a multiyear partnership with Otis Mobility S.A., a division of Otis Worldwide Corporation

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. The deal positions ICARO to deliver AI-personalized content and hyperlocal news on elevator screens across Spain, Portugal, and parts of Africa, marking a significant expansion into the European market.

Massive Network Expansion and Reach

The partnership adds 50,000 screens to ICARO's existing multiscreen network, creating what the company describes as one of the largest digital media networks in the industry

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. The expanded network is projected to reach more than 2.4 million people daily and generate approximately 60 million weekly views across commercial and residential elevators in the target regions

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Paul Feller, Chairman and CEO of ICARO Media Group, emphasized the strategic importance of the partnership, stating that "Digital media's future is no longer limited to the TV or mobile screen. It is shifting towards multi-screen engagement, where seamless connections between digital content and advertising drive powerful monetization, measurement, and attribution"

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AI-Driven Content Strategy

The elevator screens will display content from both ICARO's proprietary Generative AI media services and premium third-party publishers

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. ICARO is developing AI-based solutions to capture and distribute hyperlocal news and personalized content tailored to the context of each building, aiming to increase engagement among residents and visitors while enhancing advertising campaign effectiveness

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Flavio Polay, Chief Media Officer at ICARO, highlighted the unique advertising value proposition, describing elevator screens as "a high-value digital advertising channel for both national brands and local businesses" that offers customers "a unique opportunity for segmentation and direct connection with the end consumer"

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Strategic Market Positioning

The acquisition represents part of ICARO's broader strategy to merge physical and digital media channels, connecting local and international brands with highly segmented audiences

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. Alexandre Dell Aringa dos Santos, EVP Media, emphasized the strategic advantage of elevator placement, noting that the screens offer "a direct and distraction-free communication channel" in "a closed and highly receptive environment" where elevators become "privileged spaces to capture the audience's attention multiple times a day"

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