Adrian J Cotterill, Editor-in-Chief
Wildstone has struck a landmark GBP 80 million deal to acquire 13 giant digital advertising installations in high-traffic areas across London. The 99-year lease agreement, signed with Transport for London (TfL), ensures that these premium sites—positioned at some of the capital’s most iconic roadside locations will continue to be a powerful platform for advertisers.
This long-term deal reinforces Wildstone’s position as a leader in digital outdoor advertising, while also providing TfL with a major revenue boost to support London’s transport network.
British outdoor advertising entrepreneur Damian Cox, Wildstone’s founder & Global CEO, told us “This acquisition reinforces Wildstone’s commitment to redefining digital outdoor advertising. We’re excited to bring fresh innovation to these iconic sites, working with talented architects to elevate their appeal to advertisers. A huge thank you to the incredibly dedicated team at TfL, without whom this project wouldn’t have been possible.”
Traffic totalling more than one million vehicles per day drive by these premium landmark ad sites which include digital panels on Euston Road underpass, one of Europe’s busiest roads; Old Street roundabout AKA ‘Silicon Roundabout’ in East London; Chiswick Towers on the M4 going towards Heathrow; and Wandsworth roundabout, which is famous for its sci-fi looking advertising superstructure.
Other key billboard locations in this deal include arterial routes, such as Leytonstone underpass and A40 underpass in Ealing, offering unparalleled exposure for advertisers in prime London locations.
The agreement reflects a growing trend of public sector organisations leveraging private arrangements to unlock revenue and capital streams whilst enhancing city infrastructure. For TfL, this deal provides a significant financial boost amid ongoing efforts to diversify its capital funding.
Chris Reader, Head of Commercial Media at TfL said “We’re pleased to have worked with Wildstone in this long term agreement which will give advertisers the opportunity to reach thousands of people every day with innovative and creative designs. The money received through this work will be reinvested into the transport network, helping more people travel safely and efficiently across the city”.
These 13 TfL sites have already been digitised and the media sales will be handled by incumbents Clear Channel, Global, JCDecaux and Ocean Outdoor, however there are already plans for Wildstone to upgrade its latest acquisitions to make the sites even more attractive to road users and advertisers alike.
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