New and Noted September 27, 2018

The Tech website Recode has discovered out of home: “Billboards – yes,billboards – are having a heyday in a digital world.”

Outdoor ads may soon be traded in the same automated way as online ads writes Digiday in Outdoor advertising braced for its programmatic moment.  Programmatic buying upside is one reason why Global Media acquired Primesight and Outdoor plus, which leads to the next story….

The Drum and The Financial Times reported last week about a significant Outdoor acquisition in the United Kingdom.  Global Media & Entertainment, a large radio and entertainment company, acquired two London based OOH companies, Primesight and Outdoor Plus in transactions worth £200m.   When Insider sees a large broadcast company getting in the outdoor business, we think of iHeart Media, excess leverage and bankruptcy. But there are synergies between out of home, radio, TV and newspapers.   One sales force calls on the customer.  Why not be able to tell a company’s story on billboards as well as airwaves?  Cross-ownership works at small companies with one budget and one sales force, e.g. Mollman Media, Tyler Media, Times Shamrock and Local Media Outdoor.   It fails in large companies where the out of home division gets no credit for radio or TV sales and vice versa.

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