Outdoor media specialist has made a significant acquisition of 595 new classic 48-sheet roadside billboards, expanding its total estate from 580 to 1,175. This move solidifies its standing as the number two market leader in large format roadside billboard sites across the UK.
This strategic acquisition not only enhances the growing market dominance but also reinforces the commitment to classic paper billboards as a trusted out-of-home medium, favoured by millions of consumers. The new sites will extend across the UK, increasing the broadcast reach in major towns and cities. The highest concentration of the new billboards will be on the South Coast, London, the Midlands, Yorkshire, the North East, North West, and Scotland.
Alex Simpson, operations director, stated, “This acquisition marks a game-changing shift for the business as we continue our swift and ambitious expansion across the UK. As we broaden our reach in sought-after towns and cities, we are delivering unprecedented audience reach for our advertisers, broadcasting to more than 50% of UK adults every fortnight.”
The operations director further added, “The acquisition of these sites into our portfolio demonstrates our support for paper as a trusted out-of-home medium, and one which is highly effective at delivering brand fame at-scale. Alongside our ever-increasing network of large format roadside digital sites, this uplift in estate allows us to provide a truly national broadcast advertising option for brands.”
However, it’s evident that the world is continuing to digitise, which is why it is crucial to continue growing both aspects of the roadside portfolio. All 1,000 classic sites in the estate will be analysed and reviewed to determine whether they would be better digitised as part of the ongoing strategic development.
In tandem with this rapid growth in the classic estate, the company has also announced it will now be printing all its posters on 100% recycled paper using vegetable inks. This sustainable switch follows just two months after the unveiling of its ESG strategy, which commits the business to becoming net zero by 2040.
This acquisition marks a pivotal moment in the expansion strategy, further strengthening its position in the UK market. The company is committed to both traditional and digital formats, ensuring a broad and diverse reach while adhering to sustainable practices.