Intersection's Irlx Strikes Sales Partnership With Kevani on LA Digital OOH
2026-08-13 · via Digital Signage Today
Irlx, the experiential arm of out-of-home company Intersection, has entered a sales partnership with Kevani, a Los Angeles digital out-of-home operator known for its large-format displays, according to a press release. The deal gives advertisers a single point of access to Kevani's digital billboard inventory alongside Irlx's experiential activations and Los Angeles transit media.
For buyers running out-of-home campaigns in Los Angeles, this changes how a single media plan can be assembled. Rather than negotiating separately with a billboard operator and a street-level activation vendor, advertisers working with either company can now combine both under one arrangement. Irlx will sell Kevani's digital inventory alongside its own transit and experiential offerings. Kevani, in turn, will offer Irlx's experiential activations to its existing roster of billboard advertisers.
The stated goal, per the release, is to connect large-format digital screen exposure with what the companies call ground-level consumer engagement, meaning physical, in-person brand experiences tied to a campaign.
What the partnership covers
The release describes Kevani as known for digital displays across Los Angeles, though it does not specify the number of screens, locations, or the scale of that network. Similarly, it does not detail what Irlx's experiential activations actually consist of beyond describing them as ground-level and tied to Los Angeles transit media. Readers looking for hard numbers on inventory size, screen counts, or campaign minimums will not find them in the announcement.
Esther Raphael, chief marketing officer at Intersection, said in the release that advertisers are looking for ways to bridge media and direct consumer engagement, and that the partnership creates opportunities to combine digital visibility with on-the-ground engagement at scale in Los Angeles. Kevani CEO and founder Kevin Bartanian said the collaboration lets brands extend their presence beyond the screen into the physical environment.
Why it matters for operators
This is a sales and distribution arrangement rather than a technology integration. There is no mention in the release of shared content management systems, unified measurement tools, or combined programmatic buying. For operators and media owners watching the space, it signals a continuing trend of out-of-home companies packaging digital signage inventory with experiential and event-based media to compete for ad budgets that might otherwise go to purely digital or purely physical activations.
The announcement does not say when the partnership takes effect, whether it is exclusive, or how revenue will be shared between the two companies. It also does not name specific advertisers or campaigns that will test the combined offering.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Irlx, the experiential division of out-of-home media and technology company Intersection, now has a sales partnership with Kevani, a OOH media company known for digital displays across Los Angeles.
The partnership creates a single pathway for advertisers to combine Kevani's large-format digital inventory with Irlx's ground-level experiential activations and Los Angeles transit media. It bridges the gap between iconic screen presence and direct consumer engagement, according to a press release .
Under the new model, Irlx will have the ability to offer Kevani's premium, high-visibility digital inventory alongside its own Los Angeles transit inventory and experiential offering. Reciprocally, Kevani will offer Irlx's experiential activations to its existing billboard advertisers, allowing brands to expand their presence from large-format digital screens down to ground-level consumer interactions.
"Advertisers are increasingly looking for ways to bridge the gap between media and direct consumer engagement," Esther Raphael, chief marketing officer at Intersection, said in the release. "Irlx is building one of the most dynamic experiential platforms in the country, helping brands engage consumers through experiences that become part of the city's cultural conversation. By partnering with Kevani, we're creating new opportunities for advertisers to combine iconic digital visibility with on-the-ground brand engagement at scale in the Los Angeles market."
"Our mission at Kevani has always been about transforming the outdoor media experience and its integration into the fabric of the city," Kevin Bartanian, CEO and founder of Kevani, said in the release. "This collaboration allows brands to extend their presence beyond the screen and into the physical environment. By uniting iconic media destinations with experiential activations, we are creating richer, more meaningful connections between brands and consumers across Los Angeles."
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