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Lyft and United Push Mobility as New Media Channel

Lyft and United Airlines are promoting 'mobility media'—the idea that time spent in transit (rideshares and flights) is an underutilized advertising channel. The companies discussed an expanded partnership (allowing MileagePlus members to redeem United miles for Lyft rides), Lyft’s in-app ad opportunities (users spend ~24 minutes per ride), and United’s first-party data advantages from its 175 million annual flyers. United plans a full Starlink Wi‑Fi rollout across its fleet by 2027, while Lyft is expanding in Europe via recent acquisitions and pursuing AV partnerships. Both firms say they are working to standardize measurement, product features and advertiser workflows to establish mobility as a recognized media category in brand planning and budgets.

Global OOH Advertising Set for Explosive Growth Ahead

An ExchangeWire feature analyzes the global expansion of Out-of-Home (OOH) advertising as digital OOH (dOOH) and programmatic DOOH (pDOOH) accelerate. It cites a worldwide OOH market forecast of USD 11,016.26 million for 2022–2027 and details regional dynamics: Europe/EMEA nearing pre-pandemic levels with UK growth around 4.93% CAGR; Europe’s DOOH market forecast at €13 billion by 2024; APAC led by China with OOH around USD 9 billion and about 30% digital; North America expected to account for roughly 30% of global OOH growth at a CAGR of 4.95% from 2023–2027; LATAM DOOH/pDOOH to reach USD 15 billion by 2026. The piece also highlights new DOOH formats (e.g., EV chargers, ride-share) and OpenRTB objects for DOOH, plus the need for measurement and accountability across the ecosystem, with commentary from industry leaders on programmatic adoption and multichannel strategies.

Mula turns corporate merch into eight‑figure business

Berlin startup Mula, founded by Marco Lawrenz and Marvin Müller, repositioned itself from a streetwear label into a B2B merchandise provider that combines branded physical products with software for ordering, inventory and shipping. Officially founded as Mula in 2018 after an earlier 2014 streetwear venture, the company offers a curated catalog (227 products) and about 30 brand partnerships (examples: Faber‑Castell, Leuchtturm, JBL). Clients include Free Now, Gorillas, N26, Wefox, Mister Spex, Spryker, Volocopter and Lilium. Mula positions itself as a SaaS-forward merchandiser: software integrations (HR tools, Shopify) cost €3,000–€20,000/year depending on volume, but most revenue still comes from production and shipping. The company reported mid seven‑figure revenue last year and expects eight‑figure revenue this year, and is expanding into Scandinavia with a Swedish office and initial client Voi.