75Media doubles its billboard portfolio

UK-based outdoor advertising operator, 75Media, has recently announced that it has doubled its portfolio of roadside billboards which has led the company to consider switching more sites to digital screens.

The company has acquired 595 new classic 48-sheet roadside out-of-home (OOH) billboards, increasing its total estate from 580 to 1175. 75Media says that the acquisition has made the company the number two market leader for large-format roadside billboard sites in the UK.

The new sites are in a range of towns and cities across the UK, including in Greater London, the North East, the Midlands, and Yorkshire.

Operations director of 75Media, Alex Simpson, comments: “This acquisition marks a game-changing shift for the business as we continue our swift and ambitious expansion across the UK.

“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.”

Speaking of the combination of digital and classic billboards that 75Media’s portfolio represents, Simpson speaks of the desire in the billboard industry to move towards digital. Simpson says: “It is clear that the world is continuing to digitise, and that is why it is important to continue growing both elements of our roadside portfolio.

“We will analyse and review all 1000 classic sites in our estate to determine whether they would be better digitised, as part of the ongoing strategy and development of our business.”

The company also announced that it will be printing all of its roadside billboards on 100% recycled paper and using vegetable inks. This news comes as part of its environmental, social issues, and corporate governance (ESG) strategy, which commits the business to becoming net zero by 2040.