01
What this ally is
This is a media company or agency group. Instead of being paid for campaigns, it commits its own inventory — billboards, digital screens, press relationships — to the project and takes shares.
There is a direct link to the Sponsor Ally. A sponsor pays to put its name on the building. What that name buys is attention, and this partner is the one who produces it. Without this ring, there is nothing for the sponsor to buy.
02
Who it suits
- Owns, or can commit long term, real outdoor and digital screen inventory — locations and screen counts you can document
- Has launched multi-location retail or venue openings before
- Reports results that an outside party can verify, not just impressions
- Full access to its agency channels
- Will turn down an advertiser that does not fit the project — brand safety over billings
03
What you put in
- Outdoor and digital screen inventory committed to the project
- The launch campaign for the first location and each wave after it
- Press and PR for the openings
- The attention package that the Sponsor Ally is actually buying
04
What you get back
- 5% of the company
- Agency commissions on media it places
- 5% of any profit the company distributes
05
What you would actually do
- Build and run the launch calendar for each opening
- Commit the inventory and publish the screen plan
- Prepare the media side of the sponsorship package
- Run business-to-business recruitment of other partners alongside consumer demand
06
How the shares are earned
Shares are released over three years, with nothing released in the first year, against published reach targets.