Kinetic launches KineticX to connect location-based technology start-ups with brands

Kinetic has launched KineticX, the world’s first start-up incubator focused on location advertising technologies in the Out of Home space.

Recognising the increasing rate of technological advancements impacting the location and out-of-home advertising market, the programme will actively shape how brands will connect with audiences on the move well into the future while offering brands innovative solutions and providing early-stage businesses access to Kinetic’s broad client base.

KineticX will work solely with early to mid-stage start-ups whose products and services complement the rapidly developing OOH environment. The new division will focus primarily on those with a relevance to contextual marketing including digital screen technology, Deep Learning and AI, hyper-local technology, projections and holograms and the Internet of Things. The division will support start-ups by building revenue-generating relationships with established brands.

Launch partners include Lightvert, a hyper-scale digital display provider, Meshh, a hyper-local and contextualised mobile specialist and Tamoco, which aims to build the world’s biggest proximity network to connect mobile audiences to the IoT.

Rosh Singh, of KineticX, said: “There has never been a more exciting or interesting time to be involved in location and out-of-home advertising. It is a fast-evolving, ecosystem that regularly fosters new and exciting technologies. From beacons to holograms and everything in between, environments are nothing short of a cornucopia of technological innovation.”

Stuart Taylor UK CEO of Kinetic said: “This significant move represents Kinetic’s commitment to actively leading innovation in our sector. Through our partnerships with some of the most cutting-edge early-stage businesses we will work to shape the future of our industry for the benefit of our clients.”

Launching in the UK, KineticX will work with start-up partners in the following ways:

• Revenue generation: Partners can tap into KineticX’s extensive client base of over 800 brands to access revenue-generating opportunities
• Product development: KineticX will share its vast experience in location and OOH to develop partners’ products in line with market demands
• Route to market: Partners can access KineticX’s scale to deliver their product to market effectively
• Creative: KineticX’s Cannes Lion winning creative department will actively ideate with partners to further product development

Dan Sinden, CEO at Lightvert added: “KineticX is a great initiative for bringing ground-breaking technology startups, such as Lightvert, to the OOH market. We’re excited to be a launch partner, and to be working with such a recognised leader in this innovative industry.”