The deal, secured at the start of September, has seen 75Media lease the billboards from landlord Wildstone in a vote of confidence in the power of printed roadside advertising.
Joel Turner, 75Media’s commercial director, told Printweek: “I think paper is sometimes misconstrued as a channel.
“It’s an affordable, accessible channel, and it’s massively effective at delivering reach. So increasing our inventory in this way, and having a product that’s very acceptable to every business type allows us to fulfil our promise [to advertisers.]”
Alex Simpson, operations director, added: “This acquisition marks a game-changing shift for the business as we continue our swift and ambitious expansion across the UK. As we broaden our reach in sought-after towns and cities, we are delivering unprecedented audience reach for our advertisers, broadcasting to more than 50% of UK adults every fortnight
“The acquisition of these sites into our portfolio demonstrates our support for paper as a trusted out-of-home medium, and one which is highly effective at delivering brand fame at-scale. 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.”
75Media has seen rapid expansion over the past several years, with the SME-focused business expanding into major English cities in early 2023. By April, the company had taken on 122 new billboards in Scotland, and in January 2024 it acquired London-based operator iQ OOH, taking on the company’s network of 81 digital panels across the capital.
Following September's new haul of billboards, 75Media expects its revenue to jump from £9m to around £18m.
The company started off life serving the SME market with paper advertising, Turner explained, giving the team a solid grounding in serving companies of all sizes.
“SMEs in local areas [outside cities] still really value the classic product, and find a lot of value in it. For smaller brands, it allows them to effectively hold their own billboard for as long as they would like it.
“For larger brands, paper can offer a really good price point, so it’s still in demand from a range of different businesses.”
75Media manages much of the printing work for its clients, with a longstanding relationship with SMP Group in Greenwich, who have recently started printing on 100% recycled paper with vegetable inks for the firm, to help 75Media pursue its sustainability goals, which include reaching net zero emissions by 2040.
