The move means Grand Visual itself will go back to focusing on creative production, while Qdot consolidates ad-serving systems that Grand Visual has been using for six years.
Ben Putland, the chief operating officer of Grand Visual New York, will lead Qdot as managing director. While retaining both roles, Putland will step back from day-to-day management of global production and still report into Neil Morris, Grand Visual chief executive and founder of Qdot.
Qdot currently has ten members of staff, with more to be added across New York and London over the next 12 months. Clients include outdoor media buyers such as Kinetic, Talon and Rapport, while Qdot tech has been used by out-of-home campaigns for Google, Coca-Cola and Amazon.
Last week McDonald’s launched its "More ways to win" promotion with Monopoly using Qdot’s dynamic content management platform OpenLoop. The outdoor part of the campaign ran across roadside and shopping centres formats, with dynamic updates on the number of prizes collected, alongside geo-targeted calls to action, such as "Birmingham could you be lucky?".
Sir John Hegarty, whose provocative "Be heard" campaign last month by The Garage Soho used Grand Visual, endorsed the use of Qdot’s OpenLoop platform.
He said: "Posters are going through a revolution. They are increasingly digital. This throws up enormous creative potential. However the downside is adapting your idea to all the different digital formats."
Digital screens have transformed out-of-home in the UK, allowing brands to tailor creative by time of day and location. Digital is now approaching 50% of the UK OOH market by revenue and last month Clear Channel rolled out its programmatic platform in the UK.
Putland said: "DOOH is now a global medium and requires a global delivery system to accelerate its adoption as a dynamic, data-driven and scalable medium with seamless workflows.
"Qdot adds creative testing, site selection and accountability into the fold, creating a compelling one stop shop for brands and businesses looking for a trusted, reliable content delivery partner in a programmatic world."