London media group expands European portfolio with latest acquisition

London media and entertainment group Global has acquired MMD Media’s Dutch ‘forecourt’ petrol station and network with immediate effect.

The forecourt network consists of 1,378 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.

This investment is set to further strengthen Global’s position as the largest DOOH operator in the Netherlands with over 2,600 digital screens within its DOOH network, reaching 40 per cent of the Dutch population. With this addition, the business delivers 67 million impacts per week across premium locations.

Leon Taviansky, CEO of outdoor at Global, said: “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.”

DOOH has made huge strides with worldwide spending on digital out-of-home advertising expected to increase 10.1 per cent each year between 2018 and 2021, accounting for the entirety of growth in the out of home market.

DOOH now makes 33 per cent of the total OOH market in the Netherlands, helping advertisers reach audiences at scale.

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