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Brian Lord, president and CEO of iSite Media, stands in front of the startup's
technology at Enterprise Center.
Courtesy of iSite Media
By Nathan Rubbelke – St. Louis Inno editor, St. Louis Business Journal
Oct 14, 2019

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St. Louis digital advertising startup iSite Media didn’t get its start as a tech
company. It launched with a focus on print advertising.

But iSite, founded by Brian and Kim Lord, has always had its focus on the
bathroom. The company's original print advertising product, which included a
shelf to place items such as a drink or wallet, was used by local fitness clubs,
bars and restaurants.

iSite launched as Sitting Duck Advertising and found success with its original
product. However, President and CEO Brian Lord said the startup quickly realized
that a print model was going to be difficult to scale. A switch from print to
digital made scaling less of a challenge.

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“When we fully developed iSite Media and the product that we have today, we
started seeing a lot of interest from big venues,” said Brian Lord.

The company’s digital signage platform, which also includes a shelf, can be
found at sports venues that include Enterprise Center, the University of
Missouri’s football and basketball facilities and the KFC Yum! Center in
Louisville, Kentucky. In the next 12 months, Brian Lord said his company expects
to add 20 to 25 new stadiums to its pipeline. iSite is revenue-positive, Lord
said.

The product: iSite Media is a digital signage company with a focus on sports and
entertainment facilities. Strategically located in the restrooms of high-traffic
venues, iSite’s platform provides an advertiser with the opportunity to target a
captive audience through data-driven decisions and real-time content
distribution. The company says its technology concurrently delivers an asset to
live entertainment venues that monetizes and improves an otherwise untapped
space in their buildings.

How it makes money: The startup generates revenue by selling advertising spots
to local, regional and national media buyers. iSite and its venue partners
co-sell the advertising inventory and work together to provide media buyers with
a digital mix of advertising options. iSite retains 100% of revenue generated on
internal ad sales and 25% off venue partner sales.

Size of the market: iSite sees its market as essentially all high-traffic venues
where companies recognize value in advertising their message to targeted
audiences. That includes sports stadiums and arenas, amphitheaters, casinos,
airports and hospitals. Marketwatch estimates that the "Digital Out of Home"
advertising space will be worthy $32.1 billion by 2025, and iSite believes the
restroom segment is an untapped portion of that market.

Competition: The startup says Zoom Media and Clear Channel are two larger
companies with digital assets located inside high-traffic establishments, but
that it believes no competition of substance has capitalized on the advantages
the restroom space delivers to advertisers.

Competitive advantage: The ability to provide advertisers with a platform
allowing them to update messaging in real time to directly target a large and
captive audience segments is something that has been previously impossible in
real-world scenarios, the company said. Meanwhile, the startup says it is
continuously adding new software to its platform to improve viewability and
audience demographic reporting on the advertising.

Business it could disrupt: iSite says it is well positioned to disrupt the out
of home and indoor advertising industries. That includes outdoor and indoor
billboards, street signage and other forms of traditional advertising.

Managers and their background: President and CEO Brian Lord founded, grew and
generated a successful exit from a previous energy startup in Chicago. He also
has a background in sports, previously working at Creative Artist Agency’s
football office. Co-founder and Managing Partner Kim Lord has worked for more
than a decade in strategic planning and growing businesses from concept to
revenue profitability. Chief Technology Officer Ruben Quintero has managed large
software development teams and served as CTO for well-established companies.

Advisers: Barry Sandweiss and Brian Matthews of Cultivation Capital; Steve
Uline, a St. Louis branding consultant

Investors: Cultivation Capital, Pinpoint Holdings and other strategic angel
investors.

Capital raised: $1 million, plus a line of credit

Capital sought: $7 million

Ideal exit: 3-5 Years

--------------------------------------------------------------------------------

CLOSER LOOK

Company name: iSite Media LLC

Headquarters: St. Louis

Year founded: 2016

CEO: Brian Lord

Employees: 6

Website: www.isitemediagroup.com

--------------------------------------------------------------------------------

The Business Journal doesn’t endorse companies featured in The Pitch, nor is
this an invitation to invest.

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