{"id":66589,"date":"2025-12-01T15:51:10","date_gmt":"2025-12-01T15:51:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-fl\/66589\/"},"modified":"2025-12-01T15:51:10","modified_gmt":"2025-12-01T15:51:10","slug":"adcities-lands-e3-1-million-to-turn-the-street-into-miamis-next-data-driven-ad-channel","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-fl\/66589\/","title":{"rendered":"Adcities lands \u20ac3.1 million to turn the street into Miami\u2019s next data-driven ad channel"},"content":{"rendered":"

The story of Adcities<\/a> starts far from Miami traffic. It began in Madrid, where the founders kept running into the same strange truth: brands were pouring money into digital ads with microscopic precision, yet the street \u2013 the place where most people spend most of their day \u2013 still ran on rough estimates and wishful thinking.<\/p>\n

That mismatch pushed the founding team, Manuel Ferreira Lorenzo and Jacobo Peleteiro Lumbreras, to build a new kind of out-of-home platform.\u00a0<\/p>\n

Long before they expanded to Miami, they were wrestling with one basic question: if digital can be tracked and refined in real time, why can\u2019t outdoor ads work the same way?\u00a0<\/p>\n

Ferreira put the frustration plainly: \u201cSeventy 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.\u201d<\/p>\n

That line sums up why the 30-person company has now secured \u20ac3.1 million (around $3.6 million) in fresh funding. The seed round, led by Adara Ventures with participation from PlusPartners, Bynd, Albert Nieto, and Scott Painter, gives Adcities the push it needs as it grows from a Madrid startup into a Miami operator. The city is becoming a major part of its plans, and the team says the timing makes sense.<\/p>\n

The core of Adcities is its proprietary system that brings real-time data to billboards, bus shelters, urban vehicles, and retail placements. Pulling in geocontextual signals, plus first- and third-party data, helps advertisers choose the exact locations that match their audiences. That turns outdoor buying into something that feels much closer to digital placement.<\/p>\n

Lumbreras explained that the industry had been stuck for a long time. \u201cFor 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.\u201d He also noted that planning and buying were usually handled with scattered tools that didn\u2019t work together.<\/p>\n

Adcities said it has already run campaigns for more than 25 brands this year, including European giants Telef\u00f3nica, Decathlon, and Mapfre. Those brands were able to see real-time reach, the specific placements that performed best, and even store visits driven by each campaign. For a sector that has never had a direct link between an ad on the street and a shopper walking into a location, that kind of feedback loop is a major shift.<\/p>\n

Ferreira argued that the shift is landing at the right moment. Digital ads are hitting saturation. Traditional media continues to lose ground. Outdoor sits in a spot where people still pay attention. \u201cThat\u2019s why we\u2019re digitizing it and integrating it for the first time into digital media plans as a native digital channel,\u201d he said.<\/p>\n

Lumbreras explained how the company sits between two groups that have long lived in separate worlds. On one side are brands and agencies that want digital-style control over physical placements. On the other side are the asset owners, who have never had access to online budgets. \u201cOMI acts as the bridge between both sides: connecting each campaign to the most effective ad assets, in the exact right place and moment,\u201d he said.<\/p>\n

The investment will support improvements to the OMI data model, new senior hires in Spain, and expansion in two directions: Mexico first, then additional European markets. \u201cMiami is a great place to be because of proximity to Latin America as well as the U.S. market,\u201d Lumbreras told Refresh Miami.<\/p>\n

Pictured above: Adcities co-founders Manuel Ferreira Lorenzo, at left, and Jacobo Peleteiro Lumbreras. Pictured below: Part of the Adcities team.<\/p>\n

\"\"<\/p>\n

READ MORE IN REFRESH MIAMI:<\/p>\n

\"Riley<\/a> <\/p>\n

I am a Miami-based technology researcher and writer with a passion for sharing stories about the South Florida tech ecosystem. I particularly enjoy learning about GovTech startups, cutting-edge applications of artificial intelligence, and innovators that leverage technology to transform society for the better. Always open for pitches via Twitter @rileywk or www.RileyKaminer.com.<\/p>\n

\"Riley<\/a>Latest posts by Riley Kaminer (see all<\/a>) \t<\/p>\n","protected":false},"excerpt":{"rendered":"The story of Adcities starts far from Miami traffic. It began in Madrid, where the founders kept running…\n","protected":false},"author":2,"featured_media":66590,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[225,227,226],"class_list":{"0":"post-66589","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-hialeah","8":"tag-hialeah","9":"tag-hialeah-headlines","10":"tag-hialeah-news"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/66589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/comments?post=66589"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/66589\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media\/66590"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media?parent=66589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/categories?post=66589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/tags?post=66589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}