Outdoor media specialist 75Media has acquired 595 new classic 48-sheet roadside billboards, ratcheting its total estate from 580 to 1,175 and cementing its position as the number two market leader for large format roadside billboard sites in the country.
This strategic acquisition not only strengthens 75Media’s growing market dominance, but also reinforces its commitment to classic paper billboards as a powerful out-of-home medium, trusted by millions of consumers.
The new sites will cover the length and breadth of the UK, further boosting 75Media’s broadcast reach in the country’s top towns and cities. The highest distribution of new billboards can be found on the South Coast, London, the Midlands, Yorkshire, the North East & North West and Scotland.
Alex Simpson, operations director at 75Media, said: “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 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 clear the world is continuing to digitise and that’s why it’s important to continue growing both elements of our roadside portfolio. We will analyse and review all 1,000 classic sites in our estate to determine whether they would be better digitised as part of the ongoing strategy and development of our business.”
In tandem with this rapid growth in classic estate, the company has also revealed it will now be printing all its posters on 100% recycled paper using vegetable inks. This sustainable switch comes just two months after the company unveiled its ESG strategy which commits the business to becoming net zero by 2040.
