20/09/2018 - Blogs

Talon View as Global enters the OOH space by buying Primesight and Outdoor Plus

In reference to the news around the creation of Global Outdoor, following the purchase of Primesight and Outdoor Plus for a reported £200-220m, Talon welcomes the entry of the Global Media Group into Out of Home, to supplement their already strong position as an advertising business.

The move shows a great deal of confidence in the Out of Home sector and offers huge potential to build on the strong repertoire of classic and digital assets across both Primesight and Outdoor Plus, under the Global Outdoor name.

We understand the deal happened very quickly – within a 6-week window – and Global Outdoor starts with a market share of around 10%. The two businesses come together as a natural fit, combining Primesight’s classic and digital formats with Outdoor Plus’s 100% digital proposition. The new venture will create a strong OOH business poised for growth driven by further investment in its digital estate.

The move is good for advertisers with Global bringing huge experience from radio and its national / local infrastructure, combined with genuine experience of digital and platform-based trading. An obvious upside for Global will be to cross-sell radio and OOH, particularly within their programmatic audio platforms as its digital inventory grows.

To add to this, Global has been a strong and committed user of Out of Home as an advertiser embracing DOOH, contextual and broadcast OOH to drive listening and local engagement with stations and the channel.

All this points towards an extremely healthy and positive outlook for the Out of Home sector – a deal that has rewarded Primesight’s long term private equity partners GMT and Outdoor Plus’ more recent PE investors Inflexion, reflecting the OOH’s industry’s attractive ongoing investment potential. 

We anticipate further consolidation in the OOH media owner sector, following Ocean’s purchase of Forrest Media in June, as the industry continues to grow, digitise and embrace technology to deliver wide-ranging broadcast and contextual communications.