ICARO Media Group Enters New Multiyear Digital Network Deal with Elevator Giant Otis in Spain, Portugal and Africa

Why It Matters

The partnership gives advertisers access to a captive, high‑frequency audience while accelerating ICARO’s expansion into emerging markets, strengthening its position in the fast‑growing DOOH sector.

Key Takeaways

• Partnership covers Spain, Portugal, Africa
• Over 2.4M daily elevator viewers
• AI-driven ad targeting across Otis lifts
• Expands ICARO's multiscreen network after Liftmedia acquisition
• Offers advertisers premium in‑elevator DOOH inventory

Pulse Analysis

The digital out‑of‑home (DOOH) landscape is evolving beyond traditional billboards, with in‑elevator screens emerging as a high‑impact medium. Elevators provide a captive audience that experiences repeated exposure during short rides, making them ideal for concise, brand‑safe video content. Industry analysts project that DOOH spend will surpass $30 billion globally by 2027, driven by advances in programmatic buying and data‑rich targeting that enhance ROI for advertisers.

ICARO Media Group’s new multiyear contract with Otis Mobility taps into this momentum by deploying AI‑optimized ad units in over 2.4 million daily lift journeys across Spain, Portugal and key African regions. The integration leverages ICARO’s Liftmedia‑derived technology stack, enabling real‑time audience measurement, dynamic creative optimization, and granular demographic segmentation. For brands, the deal offers a scalable channel to reach commuters, hotel guests and office workers with contextually relevant messages, while Otis gains an additional revenue stream from its extensive lift infrastructure.

Strategically, the agreement positions ICARO as a leading multiscreen monetization player in both mature European markets and high‑growth African economies. By combining AI‑driven analytics with a physical network that spans continents, the company can offer advertisers a unified campaign dashboard and cross‑border reporting capabilities. Competitors will need to match this blend of technology and reach to stay relevant, suggesting that future DOOH deals will increasingly focus on data integration, programmatic flexibility, and geographic diversification.