Adrian J Cotterill, Editor-in-Chief
Wildstone, the leading owner of outdoor media infrastructure assets in Europe, renowned for spearheading the digital revolution in the roadside OOH market, has acquired the M5 Tower in the West Midlands, reinforcing the company’s commitment to innovation and expanding its portfolio of high-quality roadside media assets.
The M5 Tower West Midlands is a high-impact, double-sided DM6 structure strategically positioned on the M5 in Birmingham, between Junctions 1 and 2. This bustling stretch of motorway serves as a major arterial route for commuters and motorists traveling to and from the M6 and the north, making it an impactful location and a prime spot for OOH advertising. The two digital advertising screens combined are seen by over 700,000 people daily.
Wildstone secured the site on a freehold basis, making a significant lump sum capital payment to a family fund client.
The Thomas Partnership played a pivotal role in managing and facilitating the disposal on behalf of the seller’s family.
Tim Thomas, Founder of The Thomas Partnership, expressed satisfaction with the deal, and told us “TTP is delighted to have played a crucial role in facilitating the successful disposal of our clients’ freehold interest in the M5 digital landmark media asset. Working with Danielle and the Wildstone team was a pleasure throughout the entire process, and all parties demonstrated unwavering dedication to getting the deal off the ground.”
Following the acquisition, Wildstone undertook a transformative initiative to enhance the site’s visual appeal and technological capabilities. Both screens were replaced with next-generation, energy-efficient digital LED screens, and the cladding of the landmark advertising structure underwent a makeover. This revitalization ensures that the M5 Tower remains a cutting-edge and visually striking element on the Birmingham skyline.
The revamped advertising site is now under the operation of Mass Media, a strategic partner that entered into collaboration with Wildstone earlier this year.
Follow DailyDOOH