Billboard company Wildstone has snapped up 13 of London’s highest profile digital advertising installations in an £80 million deal with Transport for London.
The 99-year lease agreement covers ad sites on some of Europe’s busiest roads passed by more than one million vehicles per day.
They include the Euston Road underpass, Old Street roundabout; Chiswick Towers on the M4 heading towards Heathrow; and Wandsworth roundabout, famed for its sci-fi looking advertising superstructure and 4 way display.
The Chiswick Towers development is comprised of two towers, each with double sided LED screens. They are situated on the M4 between Heathrow and central London with a monthly reach of over 2.3 million road users.
The deal also includes arterial routes, such as Leytonstone underpass and the A40 underpass in Ealing.
The 13 sites have all been digitised, and the media sales will be handled by incumbents Clear Channel, Global, JCDecaux and Ocean.
Wildstone, has a portfolio of more than 5,000 digital, and paper and paste, billboard assets across the UK and Europe.
Damian Cox, Wildstone’s founder & Global CEO, said: “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.”
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.”
