Singapore- and India-based, an online platform for the fragmented OOH (Out Of Home) media industry, has acquired Indian stealth-mode startup for an undisclosed amount. The former will integrate Monitorly, an OOH monitoring firm, into its platform.

Ready for release early May, Monitorly will serve the needs of OOH media players who need a simple mobile enterprise solution for site monitoring, data collection and providing proof of posting to clients. Features include image capture, site damage reporting, inspection route selection and client reporting.

Rahul Chidgopkar, Founder of Monitorly, will join EatAds as Head of Sales.

“We are very excited to have Rahul on board. His work providing technical solutions complements our product offering seamlessly. We have identified many pain-points in the OOH industry, and Monitorly addresses something that our platform didn’t yet offer,” said Dhruv Sahgal, Co-founder, EatAds.

“It was a buy versus build decision. Not only did we save time on the build, but we also picked up a great Head of Sales who knows what it takes to succeed in this industry. Rahul has the right attitude which complements our company culture well,” said Nigel Hembrow, Co-founder, EatAds.

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OOH media (billboards, transit media, bus shelters, airport media, etc.) is a large, but disorganised industry globally. It has been very late in adopting web tools that have brought great efficiency to almost all other industries. The US$33 billion industry is most disorganised in emerging economies.

“There is a clear need for the adoption of solutions that assist the outdoor media industry to organise the way participants buy and sell, and internally manage their workflows,” explained Hembrow.

“Working closely with the industry over the past 12 months has enabled us to carefully plan our product offering. The low-level of technology adoption by the industry means that bringing complicated solutions into the market now is not useful. It might sound counter-intuitive but the solutions of most value now are simple. That’s where Monitorly fits in perfectly,” he concluded.