Direct Media USA, a privately held, out-of-home advertising company based in the Boston area, has been awarded the $3.6 million, five-year contract for transit advertising on the roughly 400 buses in the Milwaukee County Transit System fleet.
Clear Channel Communications previously held the contract. The advertising contract includes bus wraps, exterior side and back panels, bus headliners, and interior panels.
The transit authority will receive the greater amount of 60 percent of all advertising sales or the $3.6 million – whichever amount is greater. This is an increase over the revenue share of 45 percent from Clear Channel for the previous contract.
"We are extremely pleased to be bringing our operations into the Milwaukee market. Our strategic plan is designed around Milwaukee being the foundation of our Midwest expansion. We feel we can have a positive impact assisting Milwaukee companies to maximize their advertising efforts by including transit advertising. Our core philosophy is simple – Transit Advertising Works," said Mike Geden, partner of Hingham, Mass.-based Direct Media USA.
Direct Media USA was established in 1992, and has grown to operate more than 20 public and private advertising programs, offering coverage in six states and spanning from Massachusetts to South Florida and the Midwest. The company's current clients include the Maryland Transit Administration, Broward County Transit, Rhode Island Public Transit Authority and the Lynx system in Orlando.
The company has opened a Milwaukee office at 250 E. Wisconsin Ave. The firm will be starting with five local employees and a national sales network.