Adtech Firm Primis Targets Rival's Office Block on LinkNYC Kiosks
2026-10-21 · via DailyDOOH
Primis, a video discovery platform for publishers, has bought ad space on more than 30 individual LinkNYC kiosks in Midtown Manhattan, concentrated around the offices of its main competitor. The buy shows how programmatic-style targeting logic, long used in search and social, can be applied to a physical DOOH network when a brand wants to reach a narrow, identifiable audience rather than a city-wide one.
LinkNYC is New York City's public communications network, offering free WiFi and digital ad screens built into street kiosks across the five boroughs. Rather than purchasing broad coverage across the network, Primis selected a specific cluster of kiosks so that people walking to work at its competitor's offices would pass its ads daily through the month. The campaign runs through the end of October and coincided with Advertising Week, the annual adtech industry gathering in New York.
The creative carries over Primis's 'Push For More' campaign, which has run through the year and features an AI-generated strongman in a pink singlet. The LinkNYC ads use the line "There's standard monetization. And then there's more."
Gal Sobol, Vice President of Marketing at Primis, said the company wanted to make an impression during Advertising Week, calling the people who decide how publishers monetize video "a small, tight-knit community" that largely works within a few blocks of each other in Midtown. That concentration is what made the geofenced kiosk buy possible in the first place.
What this means for DOOH buyers
For operators and sellers of out-of-home inventory, the campaign is a small but clear example of account-based marketing applied to street furniture. Rather than treating a DOOH network as a mass-reach channel, Primis used LinkNYC's kiosk-level granularity to run what amounts to a hyper-local, competitor-proximity buy, something more associated with geofenced mobile advertising than static street displays.
The announcement does not say how LinkNYC's ad sales team priced or packaged the buy, how many impressions the kiosks are expected to deliver, or what the campaign cost. It also does not disclose which competitor was targeted, though the framing makes clear the buy was built around that company's office location rather than general footfall or demographic data.
For publishers and networks selling DOOH inventory, the campaign is a reminder that advertisers are increasingly willing to buy small, precise slices of a network for a specific audience and a specific message, rather than defaulting to broad city-wide packages. Whether LinkNYC or comparable networks will formalize this kind of proximity targeting as a standard product offering is not addressed in the release.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Primis ‘Push For More’ #LinkNYC Campaign
B2B tech companies bid on each other’s brand keywords in online search all the time but here we see Primis, a video discovery platform for publishers, doing similar in a street-level version via New York City’s public communications network LinkNYC .
Rather than buying the network broadly, Primis selected 30+ individual LinkNYC kiosks in Midtown Manhattan around its main competitor’s offices, so people walking to work there pass its ads all month. The creative features the AI-generated strongman in a pink singlet who has fronted Primis’s ‘Push For More’ campaign all year, with the line “There’s standard monetization. And then there’s more.”
Gal Sobol , Vice President of Marketing at Primis, told us “When the adtech industry gathered in New York for Advertising Week, we wanted to give it something it wouldn’t forget. It’s hard to walk past a strongman in a pink singlet without looking up. The people who decide how publishers monetize video are a small, tight-knit community, and many of them work within a few blocks of each other. That’s where we chose to push for more.”
The campaign runs through the end of October.
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