Global buys Exterion to become biggest OOH Media Owner
Global has continued to demonstrate the attractiveness of UK OOH by adding Exterion Media to its recent purchases of.
This new acquisition changes Global’s OOH market position from its initial 10% share to a joint market-leading position with JCDecaux, ahead of Clear Channel and Ocean Outdoor, the next biggest players.
The move also has very positive implications for increased investment in the sector. Primesight and Exterion’s current inventory is weighted towards classic OOH. Global will likely help both businesses accelerate their digital and technology growth in line with the market, therefore sending a strong message that media growth through digital investment is continuing.
The move will likely drive stronger leadership, sales efficiencies and greater investment in data and insight whilst the complementary nature of the players involved will likely deliver a more flexible and dynamic business.
Global Outdoor is now particularly strong in the London market, but there are some alternative offerings available and the sector remains competitive nationally.
OOH specialists and media agencies will continue to provide clients with audiences that maximise ROI and deliver an efficient and optimised buy.
We believe that the acquisition of Exterion by Global will drive further growth and investment in UK OOH, with all the additional benefits and efficiencies arising from the continued expansion of digital OOH.