Global, the UK’s largest commercial radio group, has made the bold move into the out-of-home sector with the purchase of Primesight and Outdoor Plus.
The surprise double acquisition, to be named Global Outdoor, is estimated to have cost more than £200m.
Primesight has an advertising estate covering more than 35,000 sites nationwide, reaching over 95% of the UK population. Outdoor Plus has a strong premium digital footprint. Particularly in London where it runs ads at The One, Knightsbridge, The Hammersmith Towers and Euston Underpass, as well as a network of digital bridges in partnership with TfL.
Founded by Jonathan Lewis in 2006, Outdoor Plus also has over 100 premium OOH sites nationally. Including; the Bluewater and Manchester Arndale shopping malls and premium digital roadside sites in Cardiff, Brighton and Bristol.
Jonathan Lewis and Primesight’s CEO, Naren Patel, will transition with their respective businesses. Global Outdoor will be overseen by Stephen Miron, Global’s Group CEO.
The new business will work alongside Global’s radio business. Whilst the two businesses will run stand alone, Global’s said its structure will “enable smart opportunities” for advertisers in the future.
“We’re incredibly excited to be entering the Out-of-Home (OOH) sector in a substantial way through the acquisition of Primesight and Outdoor Plus,” said Miron.