Henty Highway, Portland.
UK-based Wildstone has secured oOh!media and Gawk Outdoor as media operators for the portfolio of 52 sites it acquired earlier this year from Total Outdoor Media (TOM) in Victoria.
The buyout of the portfolio of regional billboards was announced in March and included 14 digital and 38 classic sites. The acquisition included a number of prime regional sites, including boards in Ballarat, Bendigo, Geelong, Shepparton and Wangaratta.
The deal marked Wildstone’s first Australian portfolio acquisition. Wildstone is the largest owner of outdoor advertising infrastructure in the world, with more than 5,400 assets.
“We’re thrilled to have finalised agreements with oOh!media, Australia’s No. 1 OOH operator, and Gawk Outdoor, a company that is rapidly gaining regional market share. This is a major step forward following our largest Australian acquisition to date,” said Noel Cook, Managing Director for Wildstone Australia.
“We are excited to see the TOM OOH portfolio continuing to thrive, delivering value for advertisers and communities across the country.”
Robbie Dery, chief commercial operating officer at oOh!media, said regional OOH is an important part of oOh!'s business.
“The addition of the premium digital and classic sites in Victoria’s largest regional centres via our relationship with Wildstone means oOh! continues to extend into key growth areas that further enhance and expand our national footprint,” said Dery.
Luke Course, director and co-founder of Gawk Outdoor, said the deal was a great opportunity to grow business by a significant percentage without any capital investment.
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