WCBI-TV  of Columbus, Mississippi recently bought 2 digital billboards.  Billboard Insider talked with Kalil and Co, the broker on the transaction.

What got the TV station interested in the digitals?

We are able to capitalize on our 50+ years in media M&A business to find synergies amongst out-of-home, television, radio and digital platforms.  As such, when presented with the opportunity, WCBI-TV saw the cross-promotion benefits, expanding the reach and frequency of their clients’ messages.

WCBI-TV has been committed to the Columbus-Tupelo DMA for well over 60 years and this acquisition is in line with its strategy to leverage assets across multiple media platforms.

Will the TV sales force sell the digital ad space or will digitals be sold separately?

Our understanding is that WCBI-TV plans to utilize their current sales team, giving the salespeople another tool for providing advertising solutions for their clients.

What factors entered into the decision of the seller to sell?

The sellers own a number of generational businesses that warranted greater focus of their time and resources.  When we were approached by the sellers, it was clear that the limited OOH inventory in the area would be motivating for potential buyers and WCBI-TV was able to move efficiently to closing.

To learn more about Kalil and Co’s out of home brokerage services contact info@kalilco.com or call 520-795-1050.

[wpforms id=”9787″]

Paid Advertisement