Adrian J Cotterill, Editor-in-Chief
Today, Cross Track Digital (XTD) has taken its first step towards a more diversified future, entering into a binding sales and purchase agreement to acquire out-of-home media company Adline.
Adline’s growing and profitable network includes more than 100 centres, 65 of which are large scale indoor sporting locations boasting high-definition digital displays, online and direct-to-customer communication platforms and Wi-Fi hotspots. These provide brands with access to engaged, diverse and active communities Australia-wide.
XTD Chief Executive Officer Adam Cadwallader, who joined back in August, told us “This investment will allow us to build on what is already a very unique, diversified business centralised in out-of-home and media technology. Adline’s team is amazing, its strategy is sound and with the help of XTD, it can accelerate its plans and continue its success in the sector. This acquisition is all about building a future for XTD that is sustainable and profitable, using its management expertise to grow and prosper”.
Adline Managing Director Michael Johnstone who has helped grow and nurture Adline’s integrated marketing ecosystem since joining the company will stay on in the business, joining as XTD Chief Operating Officer. Adline connects brands to more than 250,000 active and social Australians who play sport for fun each week.
Michael Johnstone told us “We are excited to join XTD and continue building momentum in our sector,” Johnstone said. “The intersection of indoor sport and community is very powerful. This audience is increasingly important and valuable for brands. We believe we can be the leader in this space not just from an advertising perspective but across online, data, social and content.”
In addition to its out-of-home offering, Adline has the exclusive rights to re-sell sporting software that enables centres to manage court bookings and competitions and allows players to easily access information such as stats, fixtures and game times.
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