UK-based 75Media in 10-yr deal with OOH asset provider Wildstone
By Rajiv Raghunath - May 27, 2022
The deal will help 75Media to become the largest independ-ent OOH operator in the North of England
Leeds-based out-of-home (OOH) advertising operator 75Media Ltd has embarked upon a 10 year partnership with Wildstone - the UK and Europe’s largest provider of outdoor media infrastructure - which will see 75Media significantly increase its portfolio of classic and digital billboards, helping it to become the largest independent OOH operator in the North of England.
75Media currently operates a network of 130 classic billboards and six digital sites but by the end of 2022, it will have increased its classic portfolio to 200 and more than tripled its digital panels to over 20, thanks, in part, to this new relationship with Wildstone.
By year five, the Yorkshire OOH operator aims to have reached 400 classic and 200 digital sites and by year ten, this will soar further to over 600 and 400 sites respectively.
Paul Inman, Managing Director of 75Media, said: “This is an incredible opportunity for us to widen our reach across the North of England and help give local and national businesses a voice through affordable and flexible billboard advertising.
“Wildstone is an industry leader in outdoor media real estate and, coupled with our huge ambition to become the ‘Northern Powerhouse’ of outdoor advertising, we are thrilled to have signed this deal and look forward to developing the partnership together each year.”
Laura Stoker, Estates Director at Wildstone, said: “We have been impressed with 75Media’s ability to deliver on the needs of advertisers through their dynamic sales and marketing strategy and impressed with their technology platform.
“Wildstone are excited to be working with 75Media on their expansion plans and pleased to see the growth and demand in this region. It’s good to be working with a successful, enthusiastic and professional regional media business.”
75Media already holds a strong position in the out-of-home market along the M62 corridor, with well-established billboards in Hull, Leeds, Bradford and Manchester, and with Wildstone’s backing, it will be able to ratchet up this presence even further.
Outside of its primary northern territory, 75Media will also continue building its digital roster on arterial roads in and out of major UK towns and cities. The operator already has digital panels on A40 Western Avenue, London, and Bridgwater, Somerset, but in collaboration with Wildstone, it will continue to expand its UK-wide portfolio in iconic locations which boast high traffic numbers day and night.
The partnership with Wildstone will fuel 75Media’s growth both in terms of revenue but also team members. Over the coming year, it hopes to double its current team of four, providing employment opportunities in the West Yorkshire area.
In the meantime, one of the operator’s key focuses will be developing the technology it uses to both sell and book advertising space. 75Media uses a custom-built booking system called Crux, which continues to enable efficient and agile operations, and going forward, it will also be moving into programmatic buying which will open greater opportunities with national buying agencies.