Global has secured BT's outdoor inventory for three years, a 500 screen boost to the digital advertising stock on its programmatic sales platform Dax.
Dax, previously the Digital Audio Exchange rebranded as the Digital Advertising Exchange so it could host the growing outdoor stock of owner Global and create a one-stop-shop for advertisers.
With the BT deal, Global has secured 17,500 BT kiosks (print), 500 payphones and 500 digital street units (formerly known as InLinkUK). Any additional inventory BT secures in the next three years will be added into that mix too.
The 500 screens, which join Dax in April, will also run content and news from the LBC network.
Katherine Ainley, managing director of Ventures at BT, said: “[The] deal... is another milestone in the evolution of our future street strategy. Global has extensive experience of working across traditional and digital media for our existing estate, and have demonstrated a compelling vision for how we can work together in the future to innovate and grow our digital street presence.”
BT secured the 500 screens from former partner InLink which entered administration in December. A rebrand is in the works for this service.
Stephen Miron, Global’ chief executive, added: "The three year partnership with BT will provide advertisers with many opportunities to access BT’s national street furniture estate based in key locations across the UK, many in very close proximity to major high streets and shopping centres."
The news comes one day after Bauer Media and Wireless Radio announced their Dax rival Octave.