Visual Feeder

Visual Feeder is a media technology company that converts street-level retail windows, including unoccupied commercial storefronts, into digital out-of-home (DOOH) advertising surfaces. It uses projection mapping to display motion-responsive graphics, holograms, 3D anamorphic visuals, AR layers and interactive content on windows and opaque glass structures, and installs sensors at sites to measure foot traffic, dwell time and impressions. Activations range from roughly 10-20 foot window displays to takeovers spanning building facades of 100 feet or more, and can be synchronized across multiple cities for national campaigns.

The company markets itself to two sides of the market: advertisers and agencies buying street-level placements, and property owners or brokers seeking to monetize and visually improve vacant space during leasing downtime. Beyond media placement, Visual Feeder offers in-house creative services including animation, motion graphics and adaptation of assets for projection, plus location coordination, equipment setup and post-campaign analytics reporting. Standard activations are quoted at about two weeks of lead time, with three to four weeks for custom interactive campaigns; projections are optimized for evening and nighttime visibility.

Visual Feeder states access to more than 300 premium retail window locations and lists campaign work for brands and organizations including Nike, NBA, Red Bull, Paramount Pictures, Adidas, Starbucks, Disney+ and Hulu, ESPN, TikTok, Live Nation, Lyft, Comcast Xfinity, The Ordinary, Carta, Colorado Tourism and Parsons.

Founding story

Eddie Yang and his sister Yaxi Yang grew up in St. Paul, Minnesota in a family of artists; their father exhibited in galleries in the U.S., Switzerland and China. Eddie studied film at Columbia College in Chicago and worked as a DJ and music composer. While DJing a TEDx event he built a projection-mapped structure to accompany his set, which was his first animated visual work and the starting point for the company. He then saw an opportunity for businesses to monetize unused windows and large surfaces, and teamed with Yaxi, who holds a business administration degree from DePaul University, to co-found Visual Feeder. Accounts of the founding year differ: press coverage of the seed round states the company was founded in 2020 by Eddie and Yaxi Yang, while an earlier profile gives 2019.

Business model

Visual Feeder leases window and storefront space from property owners and brokers and resells it as advertising inventory to brands and agencies, bundling creative production, installation, technical support and engagement analytics. Property owners generate revenue from vacant space during leasing downtime while maintaining an attractive storefront.

Campaign pricing depends on location, duration, content complexity and add-ons such as interactivity and data tracking, with flexible structures including flat rates or impressions-based models. Creative production is offered as an additional in-house service.

Traction

The company reports access to over 300 premium retail window locations and a client list spanning Nike, NBA, Red Bull, Adidas, Lululemon, Hilton Hotels, Lyft, Paramount Pictures, Starbucks, Disney+ and Hulu, ESPN, TikTok, Live Nation, Carta, Comcast Xfinity, Parsons School of Design and the CDC, along with partnerships with large U.S. mall owners such as Macerich Group.

Latest developments

The company's site lists recent campaign work including Live Nation tours (Kendrick Lamar & SZA, Stray Kids, Dua Lipa, Pearl Jam), Paramount Pictures' Teenage Mutant Ninja Turtles, NBA In-Season Tournament and Finals, Starbucks, Disney+ and Hulu, Perrier-Jouët, Comcast Xfinity and The Shops at North Bridge, and advertises a network of more than 300 window locations across New York and Chicago offices.