Creative Realities Amplifies Market Position with Cineplex Digital Media Acquisition & Key Hire

Toronto, ON – November 11, 2025 – Creative Realities (CRI), a leading provider of digital signage solutions, is making significant waves in the rapidly evolving out-of-home (OOH) advertising and retail media network landscape. The company recently completed the acquisition of Cineplex Digital Media (CDM), and simultaneously announced the appointment of Dan McAllister as Chief Revenue Officer (CRO). These moves position CRI for accelerated growth, enhanced service offerings, and a stronger foothold in the competitive digital signage market.

Strategic Acquisition of Cineplex Digital Media

The acquisition of CDM, a prominent player in the Canadian digital signage and OOH advertising sector, is a cornerstone of CRI’s expansion strategy. The deal brings together two established companies with complementary strengths, creating a powerhouse in the industry. “This acquisition is a game-changer for Creative Realities,” notes an industry analyst who requested anonymity. “CDM brings a robust network of displays, a strong presence in high-traffic locations, and a proven track record of delivering effective advertising campaigns.”

CDM’s extensive network, primarily situated within Cineplex cinemas and other entertainment venues, provides CRI with access to a captive audience of millions of consumers each month. This expanded reach is particularly valuable as brands increasingly seek to connect with audiences at the point of purchase and during leisure activities. According to recent market reports, the DOOH market is projected to reach $45 billion by 2025, driven by factors such as increased urbanization, rising disposable incomes, and the growing demand for personalized advertising experiences. The acquisition allows CRI to capitalize on these trends and solidify its position as a leader in the OOH advertising space.

“The synergies between CRI and CDM are undeniable,” said a source close to the deal. “Both companies share a commitment to innovation, customer service, and delivering measurable results for their clients. By combining their resources, they can offer a more comprehensive suite of solutions and create greater value for advertisers.”

Dan McAllister Appointed Chief Revenue Officer

Complementing the acquisition, CRI has appointed Dan McAllister as its new Chief Revenue Officer (CRO). McAllister brings over two decades of experience in the digital signage and advertising technology industries. He previously held leadership roles at Spectrio, Automotive Broadcasting Network, Scala, and TouchTunes Interactive Networks, where he was instrumental in building and scaling successful businesses.

“Dan is a seasoned executive with a proven track record of driving revenue growth and building high-performing sales teams,” stated a CRI spokesperson. “His expertise in the digital signage market, coupled with his deep understanding of customer needs, will be invaluable as we continue to expand our business.”

McAllister’s experience in building TouchTunes Interactive Networks, growing the business to over $100 million in revenue, is particularly noteworthy. This demonstrates his ability to identify and capitalize on market opportunities, and to build a sustainable, scalable business. He is known for his strategic vision, his customer-centric approach, and his ability to foster strong relationships with key stakeholders.

“He's a revenue architect,” commented an industry insider. “He knows how to build a sales engine and drive consistent, predictable revenue growth.”

Navigating a Competitive Landscape & Emerging Trends

The digital signage market is becoming increasingly competitive, with a growing number of players vying for market share. Established companies like CRI and CDM are facing challenges from both traditional OOH advertising companies and emerging technology startups. To succeed in this environment, companies must differentiate themselves through innovation, customer service, and a deep understanding of evolving market trends.

One of the most significant trends shaping the industry is the rise of programmatic digital out-of-home (pDOOH) advertising. pDOOH allows advertisers to automate the buying and selling of ad space, and to target specific audiences based on demographics, location, and behavior. According to recent reports, pDOOH ad spend is expected to exceed $1 billion in 2025, and to account for a significant portion of all OOH advertising spend. CRI and CDM are well-positioned to capitalize on this trend, with their robust technology platforms and extensive networks of displays.

Another key trend is the growing demand for personalized advertising experiences. Consumers are increasingly bombarded with advertising messages, and they are more likely to engage with ads that are relevant to their interests and needs. AI-powered digital signage solutions are enabling advertisers to deliver personalized content in real-time, based on audience demographics, location, and behavior. CRI and CDM are investing heavily in AI and machine learning technologies to enhance their personalization capabilities.

The rise of retail media networks (RMNs) also presents a significant opportunity for CRI and CDM. RMNs allow brands to leverage retailers' digital assets, such as in-store displays and online platforms, to reach consumers at the point of purchase. Digital signage plays a crucial role in RMNs, providing brands with a highly visible and engaging platform to connect with shoppers. With the forecast of over $67 billion in retail media ad spending by 2025, this represents a rapidly expanding area for revenue generation.

Looking Ahead: Growth and Innovation

With the acquisition of CDM and the appointment of Dan McAllister, Creative Realities is poised for continued growth and innovation. The company is committed to delivering cutting-edge digital signage solutions that help its clients connect with audiences, drive engagement, and achieve their business objectives.

“We are confident that these moves will position us as a leader in the digital signage market for years to come,” stated a CRI executive. “We are excited about the future and the opportunities that lie ahead.”

CRI’s focus on technological advancement, coupled with its expanded network and experienced leadership, suggests a robust trajectory for the company in the rapidly evolving digital landscape. The combined strengths of CRI and CDM will undoubtedly create a formidable force within the industry.