Acquisition Includes CityLive Interactive Network and Large Format DOOH Billboards Across Manchester
UNITED KINGDOM — Ocean Group has acquired MediaCo Outdoor, a leading digital out-of-home (DOOH) operator based in Manchester. The deal, for an undisclosed cash sum, strengthens Ocean Group’s national outdoor media footprint across London, Birmingham and Manchester, the top 3 cities for total outdoor advertising spending in the UK.
“MediaCo Outdoor and Manchester City Council have worked collaboratively and tirelessly together to build a truly state-of-the-art portfolio across the city, to the mutual benefit of the people of Manchester and the business community alike,” said Tim Bleakley,CEO, Ocean Group. “The entire Ocean Group team is committed to furthering this great work and using our unique offering across the UK’s top three cities to drive growth in the medium and offer advertisers a compelling network.”
According to Ocean Group, the acquisition helps to accelerate a dual strategy of developing both digital and traditional formats across the UK. Last August, Ocean Group acquired Signature Outdoor, a premium large format digital out-of-home media provider in Birmingham and the West Midlands.
MediaCo Outdoor’s portfolio includes CityLive, a network of 20 street-level interactive touchscreens (pictured above), located across ten of Manchester’s top retail intersections. CityLive delivers more than 2.6 million weekly ad impressions to pedestrian and area shoppers. In addition, MediaCo Outdoor’s DOOH portfolio includes three large format digital billboards on Manchester’s Mancunian Way and on Market Street (pictured above). Ocean Group also picks up more than 30 traditional large format backlight locations across Manchester.
“This is a very exciting development for Manchester, and I look forward to seeing how the portfolio evolves in the coming years,” said Mark Wardle, Managing Director, MediaCo Outdoor.
“We have built up some unique products and innovative trading models and I’m delighted we are passing on the baton to the Ocean Group, who share our ethos and, we believe, are an ambitious partner who will take the business to the next stage,” added Richard Blackburn, Commercial Director, MediaCo Outdoor.
Photo courtesy: Ocean Group and MediaCo Outdoor
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.