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Vibenomics, which provides customized background music for retail locations, has recruited former Emmis Communications and Next Radio exec Paul Brenner to run its new out-of-home audio ad network. The two-year old company says it can give advertisers access to 150 million on-the-go consumers in the places where they shop, work, travel, and play.

The Indianapolis-based company, which takes its name from the audio “vibe” it creates for local businesses, says it can target any combination of 4,000 individual locations

For the past eight months, Vibenomics has tested the market with 100 national and local advertisers including Monster Energy, Live Nation, General Mills, Body Armor, Pepsi and Red Bull at locations around Indiana, including Purdue University, The Waterpark at Monon Center and Grand Park Sports Complex. 

The company says it enables location-based businesses and connected cities “to create and control their background musical vibe to enhance sales and enrich the visitor experience.” 

Indy-based Brenner left Emmis on Feb. 28, 2019, following the October 2018 dismantling of NextRadio, which he ran along with Emmis subsidiary TagStation. “How and where audio is consumed is changing rapidly with the emergence of podcasting, streaming services, and smart speakers, but inventory has been limited,” Brenner said in the announcement. “Vibenomics is enabling brands to make the most of the emerging digital audio ecosystem by unlocking a whole new placement option that serves both the audio and OOH advertiser markets.” 

As part of its sales pitch to advertisers, Vibenomics is promising 100% uninterrupted share of voice in places where other ad channels can’t reach, the ability for endemic advertisers to reach consumers right at the point of sale and a full-service in-house audio production team that can turn around IAB-standard digital audio creative in hours. 

Since launching in 2017 the company has created customized background music service for thousands of businesses. “In the process, we have created a national footprint that we know will be much sought after by both audio and OOH advertisers,” founder and CEO Brent Oakley said.