Insignia Bets Big on Campus Ads to Win Elusive Gen Z Market

WALNUT CREEK, Calif. – January 07, 2026 – In a significant move highlighting the growing value of the Gen Z consumer, private equity firm Insignia Capital Group has announced a strategic investment in Trooh Media, a leading digital-out-of-home (DOOH) media company specializing in U.S. college campuses. The partnership, announced today, aims to inject capital and strategic leadership to accelerate Trooh's expansion, solidifying its position in the competitive race to capture the attention of young adults.

The deal underscores a pivotal shift in advertising strategy, as brands and investors increasingly recognize the limitations of traditional digital advertising for reaching a generation known for its ad-blocking savvy and skepticism. By backing a company rooted in the physical campus environment, Insignia is placing a substantial bet on the power of place-based media to cut through the digital noise.

The Gen Z Gold Rush: A Lucrative but Elusive Audience

Generation Z, born between the late 1990s and early 2010s, represents a formidable consumer force. However, they are notoriously difficult to reach through conventional means. Research consistently shows that nearly two-thirds of this demographic uses ad-blocking software, and an overwhelming 99% will skip online video ads whenever possible. They have grown up in a saturated digital world and have become adept at curating their online experiences to filter out unwanted marketing messages.

This presents a major challenge for brands. Yet, studies reveal a surprising counter-trend: Gen Z's receptiveness to Out-of-Home (OOH) advertising. Unlike intrusive pop-ups and pre-roll ads, OOH and its digital counterpart, DOOH, are perceived as a more authentic and less disruptive part of the environment. One study found that 55% of Gen Z viewers have a positive opinion of OOH ads, making them the most receptive demographic to the format.

This is the landscape Trooh Media was built to navigate. By placing its digital screens in high-traffic, contextually relevant campus locations like student unions, bookstores, and athletic facilities, the company offers advertisers a unique opportunity. The ads become part of the student's daily journey rather than an interruption, fostering a sense of discovery and organic engagement that digital-only campaigns struggle to replicate.

The Campus Battlefield: Trooh's Strategic Niche

Founded in 2016 by Martin Poitras, Trooh has built a proprietary network spanning more than 1,000 college campuses across the United States. This extensive footprint provides what advertisers crave: scale and access in a controlled, brand-safe environment. The college campus is a unique ecosystem where young adults are forming lifelong habits, brand loyalties, and social connections, making it a critical touchpoint for marketers.

Insignia Capital Group recognized this unique positioning. "Trooh has created a highly differentiated platform with compelling value for both advertisers and campus partners," said Tony Broglio, Managing Partner at Insignia, in the official announcement. "The company sits at the intersection of premium physical environments and data-driven media execution, and we see significant opportunity to help Trooh build on its leadership position."

The investment firm views Trooh's model as a solution to a key industry problem. Nick DeTrempe, a Partner at Insignia, added, "Trooh has established a trusted, brand-safe platform that delivers scale, measurability, and relevance for advertisers seeking to reach Gen Z." This emphasis on "brand safety" is crucial, as brands are increasingly wary of having their messages appear alongside inappropriate or controversial content online—a risk largely mitigated in the curated physical space of a university campus.

Fueling the Growth Engine: New Capital and Leadership

The partnership is designed to be more than just a financial transaction; it's a strategic infusion of capital and expertise. While Martin Poitras will continue as CEO to ensure continuity of vision, the company has appointed Toby Sturek as its new President. Sturek is a seasoned veteran in the out-of-home media industry, bringing over two decades of experience from leadership roles at giants like Clear Channel Outdoor and innovative firms such as Branded Cities and Soofa.

Sturek's background is particularly relevant. His time at Soofa, which operates solar-powered digital community boards, demonstrates experience in scaling novel, place-based digital networks. Combined with his experience in large-format spectaculars at Branded Cities, he possesses a unique blend of skills perfectly suited to expand Trooh's campus network and enhance its technological capabilities. His appointment signals a clear intent to aggressively scale operations and innovate on the platform's offerings for advertisers.

This new chapter is a welcome development for the company's founder. "Trooh's success has been built on a clear strategy, disciplined execution, and an exceptional team," said Poitras. "We are excited to partner with Insignia as we enter our next chapter of growth. Their deep experience supporting founder-led businesses makes them an ideal partner as we continue investing in our people, expanding our capabilities, and building a category-defining media platform."

A Booming Market: The Rise of Digital Out-of-Home

Insignia's investment is not just a bet on Trooh but a validation of the entire DOOH sector. The global DOOH market is on a steep upward trajectory, with projections showing it could grow from around $20 billion in 2024 to nearly $40 billion by 2030. This growth is fueled by trends that play directly to Trooh's strengths, including the rise of programmatic DOOH, which allows for real-time, data-driven ad buying, and the integration of mobile and omnichannel campaigns.

For instance, a student seeing a DOOH ad on campus for a new streaming service can be retargeted with a mobile ad later that day, creating a seamless and powerful marketing sequence. This ability to bridge the physical and digital worlds is where the future of advertising is heading, and place-based networks like Trooh are perfectly positioned to facilitate it.

Insignia Capital Group, a firm known for backing growth-oriented, founder-led businesses in consumer and business services, sees Trooh as a perfect fit for its portfolio. Their strategy often involves partnering with strong management teams in recession-resistant sectors to drive transformational growth. By investing in Trooh, Insignia is tapping into the convergence of three powerful trends: the economic might of Gen Z, the strategic importance of place-based media, and the technological evolution of the advertising industry itself. As brands continue to search for authentic ways to connect with young consumers, the digital screens across America's college campuses are set to become some of the most valuable real estate in advertising.