Adrian J Cotterill, Editor-in-Chief
Global, the Media & Entertainment group, has acquired MMD Media’s Dutch ‘forecourt’, petrol station, network, with immediate effect. The forecourt network consists of 1378 digital screens located at 607 petrol stations across the Netherlands. Global entered the Dutch outdoor market through the acquisition of Exterion Media in October 2018.
Leon Taviansky, CEO of outdoor at Global, told us “We saw this investment as the perfect opportunity to grow our current DOOH portfolio in the Netherlands. The deal complements our current Dutch portfolio, adding 1378 digital screens in petrol stations to our assets on the National Railway and in shopping malls. MMD Media has built an impressive business which we’re excited to develop even further.”
This investment further strengthens Global’s position as the largest DOOH operator in the Netherlands with over 2600 digital screens within its DOOH network, reaching 40% of the Dutch population. With this addition, the business delivers 67 million impacts per week across premium locations.
DOOH has made huge strides with worldwide spending on digital out-of-home advertising expected to increase 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out of home market. *
DOOH now makes 33% of the total OOH market in the Netherlands, helping advertisers reach audiences at scale. Outdoor advertising is also increasingly being used to complement other media, Nielsen research shows that OOH drives online activity at a higher rate than any other media – suggesting the power of linking outdoor with mobile and other digital activity.
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