• by Erik Sass  @eriksass1, August 7, 2012

The digital out-of-home space is rapidly expanding, and consolidation is afoot. In the most recent development, Adspace, which operates a network of place-based media reaching mall shoppers, announced that it has acquired Mallvision from Access Sports Media (formerly Access 360 Media) -- boosting its reach in key DMAs around the country.
 
The acquisition of Mallvision makes Adspace the exclusive ad sales representative for Simon Property Group’s OnSpot Digital Network, reaching 47 Simon malls as well as 17 other malls. The deal thus increases Adspace’s total mall count from 141 to 205, with a total of 2,864 digital displays reaching around 48 million individual shoppers per month nationwide.
 
In New York City, the Mallvision acquisition will boost Adspace’s mall count from 13 to 24, with total reach of 30.9% among adults 18-49. In LA, its mall count will grow from 14 to 21, with 34.2% reach among adults 18-49. In Chicago, Adspace will reach 12 malls -- up from eight, with reach of 33.7% among adults 18-49.

Adspace is more than doubling its mall count in Boston from eight to 18, with 49% reach among adults 18-49 -- and close to doubling its mall count in Atlanta from five to nine, with 40.3% reach in the same demo. Overall reach is 35.9% among adults 18-49 across the ten top DMAs.
 
For its part, Access Sports Media said it will focus exclusively on out-of-home advertising in sports venues, where it is building out its network and forming new partnerships. Currently, Access says it has partnered with 60 professional sports teams, as well as 50 of the nation's top NCAA football and basketball programs.

Earlier this month, Access announced a partnership giving it access to advertising inventory from the College Gametime Network, which operates sports venue video and information systems for over 30 colleges and universities nationwide.