Adcities Secures €3M+ To Grow Digital OOH Platform

The round was led by Adara Ventures with participation from European funds PlusPartners and Bynd, along with business angels Albert Nieto (co-founder of Seedtag) and Scott Painter (global mobility leader and founder of TrueCar and Fair).

“Seventy percent of our time is spent outside the home, yet only 7% of global marketing budgets are allocated to outdoor media. Why? Until now, no CMO could confidently prove the real impact of a campaign on the street: there were no credible metrics, no actionable business data, and no connection to digital. Out-of-home has always lived on an isolated island. Adcities was created precisely to close this gap,” says Manuel Ferreira Lorenzo, co-founder and CEO of Adcities.

Across the broader digital-advertising landscape, investors continue to support data-driven media technologies reflected in France’s Vibe.co, which recently secured €42 million to scale its AI-powered connected-TV advertising platform.

With no other OOH-specific funding rounds tracked by EU-Startups so far in 2025, Adcities’ raise stands out as one of the few publicly disclosed investments focused on digitally transforming outdoor media.

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Founded in 2024, Adcities is an AdTech partner specializing in out-of-home (OOH) advertising. Its AI-powered engine, OMI (Outdoor Media Intelligence), leverages geocontextual data to activate a network of OOH inventory, enabling audience targeting, measurement and actionable insights comparable to digital advertising.

The company delivers these capabilities across a diverse network of ad assets including digital billboards, bus-station displays, urban vehicles, and retail points all supported by real-time analytics.

“For years, measuring the real impact of a street campaign was practically impossible. It was an act of faith based on surveys and other offline data sources. Advertisers invested without knowing how many people saw their ads, under what context, or what effect it had on consumer behavior,” says Jacobo Peleteiro Lumbreras, co-founder and Chief Product & Technology Officer of Adcities.

“On top of that, planning, buying, and measuring OOH campaigns have historically been managed with separate, disconnected tools, preventing agencies from working efficiently and precisely,” he adds.

So far in 2025, the company has already executed campaigns for more than 25 major brands including Telefónica, Decathlon, and Mapfre. These clients have received real-time data from OMI detailing how many people their campaigns reached, which ad assets performed best, and, for retailers, how many consumers ultimately visited their stores.

“This transformation is global and arrives at exactly the right moment,” adds Ferreira. “As purely digital campaigns become saturated and traditional media lose influence, out-of-home remains a channel with strong, genuine attention. That’s why we’re digitising it and integrating it for the first time into digital media plans as a native digital channel. There has never been a better time to invest in a medium that combines massive reach, efficiency, and real impact on audiences.”

Peleteiro explains the business model: “Adcities sits between two worlds. On one side, we work with brands and agencies, who see us as a partner to activate outdoor campaigns with the same efficiency and digital connectivity as any online channel like Google or Meta.

“On the other side are the publishers, the owners of the ad assets on the street, who gain access to a new channel to increase revenue and tap into digital budgets they previously couldn’t reach. OMI acts as the bridge between both sides: connecting each campaign to the most effective ad assets, in the exact right place and moment.”

The company is also strengthening its position in the ecosystem through initiatives such as AdLab its video-podcast produced in collaboration with Spotify’s advertising team. The series has already featured marketing leaders from L’Oréal, IKEA, MediaMarkt and Lidl.

“The vision and execution skills of the founders of Adcities have convinced us that we have found a team and the technology capable of building a scalable project with the potential for global disruption,” said Nico Goulet, Founding Partner at Adara Ventures.

“Our mission is simple: to build the infrastructure that enables outdoor advertising to operate with the same precision and agility as digital. A future where any brand, big or small, can activate advertising on a street, a bus shelter, or a vehicle with a single click, just as Google made possible on the Internet,” Ferreira concludes.

About Adcities

Adcities is an out-of-home (OOH) advertising network that transforms traditional outdoor media into fully digital campaigns. Using geocontextual data, its platform activates ads that are highly targeted, measurable, and actionable, delivering real-time insights and performance comparable to digital advertising across billboards, transit displays, and retail locations.